Job Description – General Manager (Sales & Marketing)

Department: Sales & Marketing

Industry: Tea / FMCG

Job Summary:

The General Manager – Sales & Marketing will be responsible for leading the overall sales and marketing function of the organization, driving revenue growth, expanding market share, and building a strong brand presence in domestic and international markets. This role requires strategic leadership, strong business acumen, and deep expertise in FMCG/tea industry dynamics including HoReCa, retail, private label, and institutional sales.

Key Responsibilities:

Strategic Leadership:

· Develop and implement long-term sales and marketing strategies aligned with company goals.

· Drive business expansion across domestic and international markets.

· Identify new revenue streams including premium teas, wellness teas, and specialty segments.

· Lead annual business planning, budgeting, and forecasting.

Sales Management:

· Oversee complete sales operations including retail, distribution, HoReCa, and institutional channels.

· Drive growth in corporate sales, bulk business, and export markets.

· Develop and strengthen distributor and dealer networks across regions.

· Ensure achievement of revenue, volume, and profitability targets.

· Monitor market trends, competitor strategies, and pricing structures.

Marketing & Brand Strategy:

· Lead brand positioning and marketing strategy for all product categories.

· Oversee ATL/BTL activities, digital marketing, and promotional campaigns.

· Develop and grow private label and white label business.

· Ensure consistent brand identity, packaging, and communication across channels.

· Drive product innovation and successful market launches.

Business Development:

· Explore and develop new business opportunities in HoReCa, corporate gifting, and modern trade.

· Build strategic partnerships with key clients, institutions,



and international buyers.

· Expand e-commerce and online presence across marketplaces.

Team Leadership & Development:

· Lead and mentor Sales, Marketing, and BDM teams.

· Establish KPIs and performance metrics for all team members.

· Drive a high-performance culture with robust accountability.

· Conduct regular training and capability-building initiatives.

Financial & Operational Control:

· Manage sales and marketing budgets effectively to ensure maximum ROI.

· Monitor P&L;, margins, and cost optimization strategies.

· Ensure efficient supply-demand planning in coordination with operations.

Client & Stakeholder Management:

· Maintain strong relationships with key distributors, corporate clients, and partners.

· Lead high-level negotiations and contract finalizations.

· Ensure high customer satisfaction and long-term business retention.

Reporting & Governance:

· Provide regular business updates, MIS reports, and strategic insights to management.

· Ensure compliance with company policies and market regulations.

Key Requirements:

· MBA in Marketing / Sales / Business Management (preferred).

· 10–15+ years of experience in Sales & Marketing, preferably in FMCG/Tea industry.

· Proven track record in handling large-scale sales operations and leading teams.

· Strong exposure to HoReCa, exports, private label, and corporate sales.

· Excellent leadership, negotiation, and strategic planning skills.

Core Competencies:

· Strategic thinking & execution

· Leadership & team building

· Market expansion & revenue growth

· Brand management & positioning

· Strong business and financial acumen

Key Performance Indicators (KPIs):

· Revenue growth & sales target achievement

· Market share expansion

· Channel and distributor network growth

· Brand visibility & campaign ROI

· Profitability and margin improvement

Work Location: In person

📌 General Manager - Sales & Marketing (India)
🏢 CHAICHUN
📍 India