Head - CPG; Online Channels

Position: Head - CPG (Online Channels)
Location: Bengaluru

As Head – CPG (Online Channels), you will own and scale Chai Point’s packaged products business across E-commerce, Quick Commerce, D2C, and emerging digital platforms. This role demands a leader who understands the digital shelf, performance marketing, platform dynamics, and can build a profitable, high-velocity online growth engine.

This is a pivotal opportunity to shape Chai Point’s presence across Amazon, Flipkart, Blinkit, Zepto, Instamart, and beyond.

Key Responsibilities

1. Online Business Ownership & P&L

- Own the online CPG business P&L, revenue targets, and contribution margins.
- Drive aggressive growth across digital channels while ensuring sustainable profitability.
- Define the online channel strategy aligned with Chai Point’s overall consumer brand ambition.

2. Marketplace & Platform Growth

- Lead end-to-end management of key platforms:

Amazon, Flipkart, Big Basket, Jio Mart, Blinkit, Zepto, Swiggy Instamart, etc.

- Build strong joint business plans (JBPs) with platform partners.
- Drive platform-specific growth levers: visibility, conversions, ratings, assortment, and promotions.

3. Quick Commerce Expansion

- Own Chai Point’s rapid scale-up across the Q-commerce ecosystem.
- Drive high-frequency product adoption through optimized assortment, availability, and execution.
- Work closely with last-mile partners on demand planning and service levels.

4. D2C & Digital Brand Engine

- Build and scale Chai Point’s direct-to-consumer business across website/app.
- Drive repeat purchase, subscription models, loyalty programs, and personalization.
- Partner with marketing teams to create a strong digital-first consumer journey.

5. Performance Marketing & Digital Shelf Excellence

- Own online demand generation through:
- Search and keyword optimization
- Sponsored ads and media spends
- Conversion funnel improvements
- Digital content and storytelling
- Ensure best-in-class digital shelf execution: packaging, product pages, A+ content, reviews.

6. Pricing, Promotions & Revenue Management

- Lead pricing architecture, discounting strategy, and promotional calendars.
- Balance growth with margin discipline across marketplaces and Q-commerce.
- Track competitive pricing and category trends.

7. Supply Chain & Forecasting for Online

- Work with planning and supply chain teams to ensure:
- High fill rates
- Minimal stockouts
- Efficient inventory turns
- Build robust demand forecasting models for fast-moving online channels.

8. Team Leadership & Cross-functional Collaboration

- Build and lead a high-performing digital commerce team across:
- Key account management
- Category & growth
- Performance marketing
- Operations & analytics
- Collaborate closely with brand, finance, product, and supply chain teams.

Key Success Metrics

- Online revenue growth and channel contribution
- Market share across e-commerce and Q-commerce platforms
- Conversion rate, repeat rate, and customer acquisition efficiency
- Visibility and search ranking on marketplaces
- Fill rate, availability, and operational execution excellence
- Margin and promotion ROI optimization

Ideal Candidate Profile

Experience

- 10–15+ years of experience in FMCG / Consumer Brands / Packaged Foods & Beverages
- 5+ years leading E-commerce / Quick Commerce / D2C growth
- Proven experience scaling brands across Amazon, Flipkart, Blinkit, Zepto, Instamart, etc.

Core Skills

- Deep understanding of digital commerce ecosystem and platform algorithms
- Strong commercial and analytical acumen with P&L ownership
- Expertise in revenue management, promotions, and performance marketing
- High ownership mindset with execution speed and entrepreneurial drive
- Strong leadership and stakeholder management skills