New Business Development Manager, Ethnic Sales

JOB TITLE

Job Purpose/Overview

As the Business Development Manager - Ethnic Portfolio - US Region at Tata Consumer Products, you will play a crucial role in strategically growing TCPL's Ethnic portfolio of Food & Beverage brands across the US and other designated geographies. Your primary objective will be to expand the distribution network, strengthen partnerships, and drive business growth in the Ethnic segment. This role requires a deep understanding of the US CPG market, particularly in the South Asian/Ethnic segment, and the ability to leverage your expertise to identify opportunities, fill distribution gaps, and launch new ethnic brands successfully.

Responsibilities

KEY RESPONSIBILITIES

Ethnic business in the US region

• Expand Ethnic distribution in Asian & International stores throughout the entire US region.
• Monitor and manage secondary sales (Distributor to Retailer) and distributor inventory.
• Monitor shipments, depletions, velocity, and channel mix for all food and beverage brands.
• Build relations with the headquarters of key ethnic retailers, conducting and reporting intelligence during regular market visits.
• Build and execute a festival calendar to ensure trade promotions are effective and yield year-over-year growth.
• Expand the network of distributors in underserved US regions for TCPL's Foods and Beverages.
• Develop, execute, and manage a logistics plan to expand the distributor network.
• Manage relationships with all TCPL's ethnic distributors.
• Demonstrate a strong command of sales fundamentals to drive the expansion of ethnic brands across the US region.
• Work closely with Supply Chain to optimize forecasting based on accurate marketing and sales trends/plans.
• Ensure the listing of all Tata Tea and Tata Foods products in the ethnic aisle of mainstream grocery channels.

Business Development in the US region

• Analyze business trends using syndicated and POS data to develop and implement category strategies that drive profit and volume, including category direction, new product development recommendations, trade marketing needs, pricing, and distribution strategies.
• Monitor and control export pricing of products returning to the US market.
• Implement and monitor marketing programs in ethnic channels.
• Exhibit proven ability to build integrated marketing campaigns for all ethnic Indian brands.
• Lead the annual development of a strategic brand plan by analyzing product, category, consumer, and market dynamics to ensure long-term brand growth.
• Partner with distributors to understand new retailer requirements (costs, supply, etc.) and collaborate internally with cross-functional partners to execute the placement of all ethnic brands in grocery stores across the US region.
• Craft marketing and business plans that create long-term competitive advantage.
• Onboard and scrutinize new distributors/customers for the ethnic US business.
• Develop renovation and go-to-market strategies in partnership with internal and external stakeholders and cross-functional teams.
• Evaluate consumer, customer, and competitive trends to inform strategies and business plans for expanding TCPL brands across the US region.
• Build strong business relationships with new distributors to create a multi-year growth strategy for the business.

Brand promotion and Marketing activities across the US region

• Monitor market trends, research consumer markets, and track competitors' activities for Indian ethnic brands entering the US region.
• Support the implementation of brand management plans and activities.
• Effectively manage and control the trade fund budget, partnering with Trade Marketing to develop new customer/channel pricing and promotional strategies.
• Proactively collaborate with the Marketing team to build plans that support strategic initiatives such as new launches, distribution growth, and brand visibility on shelves.

Requirements

JOB SPECIFICATIONS/QUALIFICATIONS

Education & Professional Qualifications

• Minimum of 10+ years of experience in US South Asian/Ethnic Business Development within the CPG industry.
• Proven track record of building a strong distributor network, expanding businesses in existing and new customer segments, and successfully launching new ethnic brands.
• In-depth knowledge of the US CPG market, specifically in the South Asian/Ethnic segment.
• Proficiency in market analysis, forecasting, and inventory management.
• Strong understanding of sales fundamentals, logistics, and supply chain management.

Knowledge / Experience

• Demonstrated ability to evaluate market trends, consumer behavior, and competitive landscape to inform strategies and business plans.
• Proven ability to develop and implement long-term brand plans that drive sustainable growth.
• Extensive experience in developing and executing marketing campaigns for ethnic Indian brands, leveraging consumer insights and cultural understanding.
• Experience collaborating with cross-functional teams and external partners to develop go-to-market strategies and execute successful product launches.
• Excellent communication, presentation, and interpersonal skills.
• Strong negotiation and relationship-building skills with distributors, retailers, and other stakeholders.
• Familiarity with syndicated and POS data analysis to identify growth opportunities and implement effective category strategies.