Associate Director - Channel Sales

Hero Vired · India

About Hero Vired:

Would you like to be part of an exciting, innovative, and high-growth startup from one of the largest and most well-respected business houses in the country - the Hero Group?

Hero Vired is a premium learning experience offering industry-relevant programs and world-class partnerships, to create the change-makers of tomorrow.

At Hero Vired, we believe everyone is made of big things. With the experience, knowledge, and expertise of the Hero Group, Hero Vired is on a mission to change the way we learn. Hero Vired aims to give learners the knowledge, skills, and expertise through deeply engaged and holistic experiences, closely mapped with industry to empower them to transform their aspirations into reality. The focus will be on disrupting and reimagining university education & skilling for working professionals by offering high-impact online certification and degree programs.

The illustrious and renowned US$5 billion diversified Hero Group is a conglomerate of Indian companies with primary interests and operations in automotive manufacturing, financing, renewable energy, electronics manufacturing, and education. The Hero Group (BML Munjal family) companies include Hero MotoCorp, Hero FinCorp, Hero Future Energies, Rockman Industries, Hero Electronix, Hero Mindmine, and the BML Munjal University.

For detailed information, visit Hero Vired

Job Title :Associate Director - Channel Sales

Department: Channel Sales

Location: Noida

Work Model: Work from Office

Experience: 14 to 18 Years

Role Summary

We are looking for a seasoned and driven Sales leader to join us as Associate Director – Channel Sales . The role pertains to the Online Degrees ecosystem in India. This is critical role that will lead, scale, and institutionalise our B2B2C channel partner network across India. The role will have full ownership of channel growth, team development, and partner ecosystem scaling — with a particular emphasis on Tier 2, 3, and 4 markets where the next wave of education demand is emerging.

The leader we seek, will build and nurture a national sales team, define the playbook for engaging channel partners of different sizes, and leverage technology and our B2B2C platform to drive partner engagement, productivity and business outcomes. The ideal candidate understands how Bharat functions, moves fluidly between strategy and ground-level execution, and brings a first-principles approach to building a high-velocity B2B2C sales engine.

Key Responsibilities

Leadership & Team Development

Build, scale, and mentor a distributed channel sales team across geographies. Set clear performance expectations, establish structured review cadences, and coach team members on partner engagement strategy, sales approach, and data-backed decision making. Create an environment of accountability, continuous learning, and high performance.

Channel Network Scaling & B2B2C Strategy

Own the strategy for scaling our channel partner network across partner sizes, geographies, and segments. Drive the B2B2C model with technology at its core — ensuring platform features and tools actively improve partner productivity and consumer outcomes. Define tiered engagement models for large institutions, mid-size partners, and long-tail agents.

Partner Onboarding, Go-to-Market

Design and own the go-to-market approach for new and existing channel partners. Build structured frameworks covering onboarding, first activation, sustained engagement, and revenue ramp. Ensure every partner — from large institutions to individual counsellors — has a clear, supported path to productivity.

Understanding Bharat & On-Ground Insight

Bring a deep, experiential understanding of how education decisions are made in Tier 2/3/4 India — the role of trust, local networks, family dynamics, and economic context. Use this insight to shape partner strategy, product feedback, and sales team direction. Travel extensively across regions to stay grounded in what is happening on the ground.

Revenue Ownership & Business Growth

Drive enrolment and revenue targets through the channel at a national level. Own funnel metrics — partner activation, leads, conversions, and closures. Identify growth opportunities across partner cohorts and geographies, and translate them into structured, time-bound execution plans.

Tech-Enabled Operations & Analytics

Champion CRM adoption, MIS dashboards, performance tracking, and AI tools for team and partner productivity. Use data to structure the sales team's approach, surface bottlenecks, and drive continuous improvement. Build a culture where every strategic call is grounded in numbers.

Cross-Functional Collaboration

Partner closely with Product, Tech, Marketing, Post-Sales, and Category Management to align channel needs with internal roadmaps. Represent the channel voice in GTM and product discussions and translate Tier 2/3/4 ground realities into actionable internal priorities.

Qualifications & Skills

Experience & Education

12-18 years in channel sales, B2B or B2B2C business development, or sales leadership. Prior experience in EdTech or channel-led sales is strongly preferred but not mandatory. Experience managing pan-India, multi-city partner ecosystems is essential. Bachelor's degree required; MBA is preferred.

Core Competencies

• Sales Leadership: Proven ability to build and scale high-performing distributed teams with structured coaching and accountability.
• Channel & Partner Expertise: Experience managing partners of varied sizes with tiered engagement models and CLM frameworks.
• Bharat Insight: Genuine, ground-up understanding of Tier 2/3/4 India — consumer behaviour, partner dynamics, and local market nuance.
• Structured Thinking: Designs scalable systems and playbooks from first principles; brings order to complex, fast-moving environments.
• Tech & Data Fluency: Drives CRM adoption and MIS culture; comfortable with AI tools and expects data-first behaviour from the team.
• Strategic & Execution Duality: Operates as a business leader on strategy; steps in as a frontline operator when execution demands it.
• Cross-Functional Influence: Builds alignment across diverse internal and external stakeholders without relying on hierarchy.

What We Offer

• A leadership role with team and revenue ownership in one of India's fastest-growing EdTech companies.
• The opportunity to build a national channel network that shapes how education reaches Bharat.
• Direct access to senior leadership with real decision-making authority and strategic influence.
• Competitive compensation with meaningful performance-linked incentives.
• A mission that matters — expanding quality education access across India's smaller cities and towns.