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Date:  Nov 2, 2023

Lucknow, MH, IN

Company:  Bajaj Electricals

Job Title

Channel Marketing Manager

Job Code


Department/ BU

Consumer Products



Reporting To

Regional Manager- Channel Marketing

Organizational Description

Bajaj Electricals Limited (BEL), a globally renowned and trusted company, with a turnover of ₹4987 crores (FY 19-20), is a part of "Bajaj Group". Bajaj Electricals’ business includes Consumer Products (Appliances, Fans, Lighting), Exports, Illumination and Transmission & Distribution (Transmission Line and Power Distribution). We also have a strong presence in premium range of home appliances and cookware with brands like Morphy Richards and Nirlep.


We have 18 branch offices across different parts of the country besides being supported by a chain of distributors, authorized dealers, retail outlets and approximately 480 customer care centers. To increase our global footprint, Bajaj Electricals has also set up offices in Africa, Middle East and China.


Bajaj Electricals is driven by Gandhian set of values advocated by our founding father, Shri Jamnalal Bajaj. Our current leaders carry forward this legacy while evolving for the future. “Inspiring Trust”, our tagline, is something that we associate with and try to fulfil in our everyday endeavors. Apart from work, we also believe in bringing about change in our society through our philanthropic work. Our Corporate Social Responsibility (CSR) initiatives rest on sustainability, gender diversity, employee volunteering and community outreach programs.

Job purpose & Scope


To plan and oversee the execution of high impact trade promotion activities to propel market demand in the designated area.


Major Areas of Responsibilities


  1. Delivering business/Market share in collaboration with local Sales teams for the year/quarter/month
  2. Devising, Monitoring and Reviewing all Channel Marketing  activities that are channel /category/ SKU specific. All activities to be planned in sync with sales team & as guided by the Head of Channel  Marketing
  3. Responsible for General Trade, Modern Trade , CPC , CSD , Institutions business
  4. Drive Urban strategy in Metros in terms of incremental growth / incremental range building / better sales metrics
  5. Deploy the execution of  BTL  activations like In shop Branding, POSMs , Indoor & outdoor visibility for Key Metro stores | Drive ROI of the same
  6. Design Trade marketing Trade schemes / promotions for all BU to gain market shares / share in trade with positive ROIs | Drive Metro based micromarketing opportunities
  7. Tracking the numeric & weighted  distribution .Check  effectiveness of sales force (DSOs & THs) and guide them in ensuring implementation | Roll out programs to gain Weighted distribution / Counter shelf via right programs in Metros
  8. Leveraging Data Analytics / Analytics tools to drive productivity and efficiency of DSOs/Distributors + higher ROIs on all programs | Faster & more accurate decision making for bigger Metro stores
  9. Maintain & develop close rapport with the top weighted outlets of each category for large stores
  10. Devise & execute appropriate promotions for alternate channels like Modern trade / CSD /CPC in Metros
  11.  Initiate and undertake Market share gain drives as and when required basis opportunities
  12. Track competition activities in the store and counter the same using innovative cost-effective strategies | Mount share gain strategies / Local activations / Promoter strategies to gain counter share
  13. Initiate local level BTL elements / activities / programs / engagements as per market needs
  14. Drive Salesmen Capability end to end | Drive DSO Rewards and recognition programs
  15. Managing the ISP / RPL outlets | Drive Promoter incentive structures | Drive Tertiary business
  16. Should have close rapport with the top weighted outlets of each category.


Person Specifications

Essential Qualification: MBA from Top/ Middle B schools

Desired Qualification: MBA preferred

Experience:5 - 8 years post qualification work experience in Channel Marketing Role

Industry Preference: FMCG/FMCD/CE

Sr. No.

Functional Competencies




Business Planning




MIS & Financials




Data Analysis




Commercial Acumen




Trying out New Ideas



Sr. No.

Behavioral Competencies




People management




Influencing skills



Any specific requirement

Extensive travel across the designated area.

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