Channel Manager (GT + MT)
Purplle and Private Brands Intro
Founded in 2011, Purplle is one of India's leading omnichannel beauty destinations — a platform, a retailer,
and a house of brands. Beyond its marketplace of third-party brands, Purplle has built a portfolio of in-house
and acquired beauty and personal care brands spanning skincare, haircare, makeup, and personal care, sold
across Purplle.com, e-commerce and quick commerce marketplaces, general trade, modern trade, and
exclusive retail stores. The private brands business is the primary growth engine for the company.
You will be the central brand-side owner for the offline channel (General Trade + Modern Trade) across
Purplle's in-house beauty and personal care brands. You'll work at the intersection of brand, sales, supply
chain, and NPD — ensuring the right assortment reaches the right stores, trade plans are tracked, channel-
specific packs are developed on time, and data flows back into decisions. You'll partner closely with Brand
Managers, regional sales teams, and demand planning to keep offline running smoothly and growing.
Reporting and Org Context
- Reporting to: Senior Manager, Brand & Revenue Management
- Day-to-day collaboration: Brand Managers, Regional Sales Team (GT and MT), Demand Planning, Supply
Chain, NPD and Sourcing, Packaging & Design
What You Will Own
- Business Planning & Reviews
- Build the annual product-by-product revenue plan for the offline channel across GT and MT; identify
where shortfalls are emerging and develop recovery plans.
- Conduct periodic business reviews with regional sales teams; monitor sell-out trends, flag deviations,
and ensure follow-through on action items.
- Ensure brand targets, sales plans, and promotional calendars are aligned during planning cycles.
- Modern Trade Strategy
- Develop the MT channel strategy from the brand side — account prioritization, visibility and promo
participation plans, and MT-exclusive pack opportunities.
- Plan the MT festive participation calendar in advance; coordinate with sales and brand teams for
timely commitment.
- Build and maintain the MT data system — monthly sales ingestion, DC/store-level DOH tracking, and
translating data into actionable inputs.
- Conduct regular market visits and account visits with MT KAMs to stay close to on-shelf reality,
competition activity, and visibility execution; bring back actionable insights to sharpen MT strategy
and pack decisions.
- General Trade Strategy
- Provide strategic inputs on the GT growth agenda — geographic expansion priorities, distribution
width targets, and small-pack/LUP penetration.
- Work with brand managers to identify portfolio gaps for GT and define channel-specific pack
requirements (grammage, price points, format).
- Conduct competition benchmarking — ideal reach, missing categories, pricing architecture, and new
category opportunities.
- Conduct regular market visits across GT geographies to stay close to distribution health, retailer
sentiment, and competition dynamics; bring back actionable insights to sharpen portfolio and
expansion strategy.
- Trade Promotions, Schemes & BTL
- Monitor trade promotions and schemes across GT and MT; ensure no excess spends go unchecked,
intervene where needed, and experiment with targeted promotions to understand incremental
benefit.
- Identify opportunities for COGS reduction on channel-specific packs; coordinate execution with NPD
and sourcing.
- Figure out ways to save on schemes and BTL; track savings and ROI month-on-month.
- Availability Inputs & Launch Rollouts
- Provide channel-specific demand inputs and flag availability gaps to demand planning and supply
chain.
- Coordinate new pack rollouts with regional sales — stock readiness, marketing alignment, and field
communication.
- Participate in S&OP with the offline team to ensure demand forecasts and supply plans are aligned
with channel priorities.
- Data Infrastructure & Automation
- Build reporting for the offline channel — sell-out dashboards, scheme tracking, MT account-level
performance, GT distribution metrics.
- Leverage AI and automation tools to reduce manual reporting and improve speed of insights.
Success Metrics (KPIs)
- Revenue delivery: Offline channel revenue vs plan, GT and MT tracked separately.
- MT performance: Sell-out growth trends, on-shelf availability, festive participation completion, MT-
exclusive pack pipeline.
- GT performance: Distribution expansion (ECO growth), small-pack/LUP revenue share, competition
benchmarking cadence.
- Trade spend efficiency: Delivery on aligned trade spends.
- Pack pipeline: On-time delivery of channel-specific packs; launch readiness with zero critical gaps.
- Data & automation: MT data system build, reduction in manual reporting cycles, dashboard
adoption.
Core Skills & Capabilities
- Modern Trade expertise — understands account dynamics, visibility mechanics, promo calendars, and
sell-out drivers.
- General Trade understanding — distribution economics, small-pack strategy, geographic expansion
levers.
- Cross-functional coordination — ability to influence outcomes through sales, supply chain, NPD, and
brand teams.
- Strong commercial and analytical thinking — comfortable with sell-out data, DOH, trade P&Ls, and
scheme economics.
- Data and automation fluency — advanced Excel at minimum; comfort with BI dashboards and
AI/automation tools.
- Project management — can run multiple workstreams simultaneously without slippage.
Experience & Qualifications
- MBA with 2–3 years of post-MBA experience.
- Must have experience across offline channels, with expertise in Modern Trade.
- Beauty/personal care or FMCG background preferred.
Ways of Working
- Works at the intersection of multiple teams: anticipates gaps, provides the right inputs at the right
time, and keeps things moving.
- Balances strategic thinking with ground-level awareness; comfortable going from data analysis to a
market visit in the same week.
- Communicates crisply: timelines, trade-offs, data, and escalation before things break.
Key Stakeholders You'll Work With
Brand Managers, Regional Sales Team (GT MT), Demand Planning, Supply Chain, NPD & Sourcing, Packaging
& Design, MT Account Teams.
About Company
Founded in 2011, Purplle has emerged as one of India's premier omnichannel beauty destinations, redefining the way millions shop for beauty. With 1,000+ brands, 60,000+ products, and over 7 million monthly active users, Purplle has built a powerhouse platform that seamlessly blends online and offline experiences.
Expanding its footprint in 2022, Purplle introduced 6,000+ offline touchpoints and launched 100+ stores, strengthening its presence beyond digital. Beyond hosting third-party brands, Purplle has successfully scaled its own D2C powerhouses—FACES CANADA, Good Vibes, Carmesi, Purplle, and NY Bae—offering trend-driven, high-quality beauty essentials.
What sets Purplle apart is its technology driven hyper-personalized shopping experience. By curating detailed user personas, enabling virtual makeup trials, and delivering tailored product recommendations based on personality, search intent, and purchase behavior, Purplle ensures a unique, customer-first approach.
In 2022, Purplle achieved unicorn status, becoming India's 102nd unicorn, backed by an esteemed group of investors including ADIA, Kedaara, Premji Invest, Sequoia Capital India, JSW Ventures, Goldman Sachs, Verlinvest, Blume Ventures, and Paramark Ventures.
With a 3,000+ strong team and an unstoppable vision, Purplle is set to lead the charge in India's booming beauty landscape, revolutionizing the way the nation experiences beauty.
