GM - Channel Marketing

Dr Lal PathLabs · India

Drive revenue from the B2C/B2B ecosystem of Channel Partners nationwide. Continuously work on the digital transformation journey, improve existing products, or build new products for partners. Introduce new models of channel development & engagement. Overall responsible for channel-wise sales revenue, partner ROI, service to partners & NPS.

Channel Development

• Introduce new digital technologies to scale the partner channel ecosystem & Operations
• Digitally transform the current processes and ways of working like partner portal, digital onboarding, corporate portal etc.
• Develop new channel management models like Master Franchise, Rural franchise, Key Accounts etc.
• Define and implement channel segmentation, value proposition & acquisition strategy
• Conduct in-depth research to identify new market opportunities and consumer preferences to run a geo-based expansion strategy for the franchise channel

Partner Management & Engagement:

• Responsible for key channel metrics for partner management like revenue, ROI, partner SLA management, compliance, partner training & channel NPS
• Defining & driving engagement programs for B2B & B2C channel partners to improve operational efficiency
• Closely work with Sales Heads on the GTM and Channel Activation Strategy and roll out channel-wise activation programs to drive sales
• Run Special Key Account Management programs for top clients
• Define and monitor Key partner performance KPIs like NPS, store operations, brand guidelines, compliance, complaints, etc.
• Driving productivity of channels (B2C & B2B) via different business propositions & programs

Partner Development

• Onboard new partners and responsible for creating and implementing post-onboarding partner success journey
• Use digital properties given to franchise for enabling DIY marketing tools like partner portal, AI/ML recommendation engine usage, OBD, GMB, SNS
• Staging the channel partners in different buckets basis the aging of the channel partners & defining the growth plan through market support for each category, like Matured Vs Maturing Vs. newly onboarded
• Building new avenues for growth, sustaining the existing ones, and responsible for bringing in revenues for franchise partners
• Ensure the benchmark level of skilling of the partner & its employees

Channel Activation:

• Design and execute annual channel activation roadmap across tier 1/ 2/ 3 & rural cities.
• Budget management and promotional spending to maximize ROI and budget efficiency

People management

• Hire, develop, coach, and lead successful team leaders with high-quality personnel to deliver profitable growth
• Motivate & mentor diverse team to achieve key performance targets

• Experience: 10 to 12 years
• Qualification Background: MBA from a reputed business school
• Prior Experience/Background: Minimum of 5 years of experience dealing with franchisee/retail/distributors business management.
• Experience in designing and implementing tech-enabled partner management programs.
• Preferred Industry: QSR, Retail, Telecom, Tyre, Consumer Durables, FMCG, etc.
• Stint in sales is preferred