General Manager - D2C

Function: Packaged Beverages  

Location: Bangalore 

Reporting To: Senior VP and Category Head, OI

At Tata Consumer Products Ltd, we stand #Forbetter – Planet, Sourcing, Nutrition, Communities. And #ForBetter Opportunities …. Here’s an exciting one!

How does this Job align to our Strategy?

At the core of Tata Consumer Products' business approach lie six strategic pillars that serve as the foundation for its growth and success: Strengthen core & accelerate our growth business, Build on new opportunities, Drive execution excellence everyday, Create future ready organisation, Drive Digital and Innovation and Embed Sustainability.

This job opportunity closely aligns with the key strategic pillars, which is Strengthening & Accelerating our Core Business.  This job role is part of Organic India, part of Packaged Beverages.  

                                                                                                                                   

This job is at N-3 level (N corresponds to CEO’s level)

Top dimensions:

Geography: India

Direct reports: 2

Complexity of the role (Optional):

 Will this job require travel: Yes

Matrix Reports: NA

Type of Role: People Manager

Primary Stakeholders (Optional): CFT  - R&D, Product Supply Organization, Finance, Media & PR, Consumer Insights, Shopper Marketing & Sales

What are the Key Deliverables in this role?

Financial Outcomes

• Drive growth of the Direct-to-Consumer (D2C) business through the company website and deliver category growth objectives across key product portfolios.
• Own revenue, profitability, forecasting accuracy, and overall commercial performance of the D2C channel.
• Manage category performance across Supplements, Teas & Infusions, Foods, Innovations, and emerging growth categories.
• Lead customer acquisition initiatives to drive business growth through performance marketing and digital commerce programs.
• Optimize media investments and marketing effectiveness through continuous improvement in acquisition, conversion, engagement, and return on investment metrics.
• Develop and execute customer retention and loyalty initiatives to improve customer lifetime value and long-term business growth.
• Drive business growth through commerce platforms, digital advertising solutions, and category-specific campaigns.
• Identify and scale new customer acquisition opportunities through emerging digital channels, technologies, and platforms

Customer Service

• Deliver a seamless and engaging customer experience across all D2C digital touchpoints.
• Develop and manage loyalty, retention, and customer engagement programs to strengthen customer relationships.
• Improve website usability, merchandising effectiveness, product discoverability, and purchase conversion.
• Drive website personalization initiatives to enhance customer engagement and shopping experiences.
• Leverage customer insights and behavioral data to improve customer satisfaction and repeat purchases.
• Partner with cross-functional teams to improve post-purchase customer experience across fulfilment, delivery, and service interactions.
• Minimize customer issues related to returns, delivery delays, and product damages through continuous improvement initiatives.
• Support implementation of digital solutions that provide customers with real-time assistance and enhanced service experiences

Internal Processes

• Manage end-to-end D2C business operations including website performance, digital marketing, customer acquisition, and retention programs.
• Drive performance marketing excellence through effective campaign planning, execution, optimization, and measurement.
• Collaborate with category, marketing, and agency teams to execute digital growth initiatives across key business categories.
• Manage CRM lifecycle programs including acquisition, onboarding, engagement, replenishment, and win-back journeys.
• Drive automation of customer communication and marketing processes to improve efficiency and effectiveness.
• Partner with supply chain and operations teams to improve fulfilment efficiency, inventory availability, delivery performance, and inventory productivity.
• Drive website funnel optimization initiatives to improve conversion, basket size, and overall digital commerce effectiveness.
• Develop, maintain, and automate D2C reporting frameworks, dashboards, and performance tracking mechanisms to support business decision-making.
• Generate actionable customer and business insights through analytics and reporting to support category and leadership teams.
• Support implementation of sustainability initiatives across D2C fulfilment, packaging, and customer communication processes.
• Ensure effective stakeholder management and cross-functional collaboration to deliver D2C business objectives.

What are the Critical success factors for the Role?

• MBA with 10+ years of progressive experience in Sales & Trade Marketing or Marketing functions in leading FMCG companies with added experience of expert channel & OTC execution 
• Exposure to Brand management and equity building. 
• Good communication skills and stakeholder management capabilities 
• Knowledge & experience of market research methodology, consumer insight generation tools, brand health metrics, product & packaging development cycles, understanding of financial & distribution metrics and levers to drive improvement. Ability to drive, evaluate and optimize ATL & BTL spends. 
• Mandatory Language Requirements (spoken), if any:

What are the Desirable success factors for the Role?

• Experience in managing D2C or e-commerce businesses within FMCG, food, beverage, wellness, or consumer goods sectors.
• Exposure to CRM automation, marketing technology platforms, and AI-enabled commerce solutions.

TCPL Growth Mindset and Behaviors

We are obsessed about keeping Consumers & Customers first in our hearts – that’s why we are here !

We are trailblazers in executing with Excellence … Together as One Team !

We take Ownership of our business …delivering value for our Stakeholders .. no Compromises !

We are Open to Continuously improving … Continuously innovating … For Better !

We live & breathe our Tata Code of Conduct

About Us: At Tata Consumer, we stand ‘For Better.’

Tata Consumer Products is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. Our brands embody our purpose of ‘For Better ‘through the value they deliver to consumers with a focus on innovation, health and wellness, convenience and premiumisation. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks, mini meals, herbal supplements and vending business. Few of our key brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+, Tata Salt, Tata Sampann, Tata Soulfull, Organic India and Chings.  In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products.

The Company has a consolidated annual turnover of ~Rs. 20,290 Crs with operations in India and International markets. For more information please visit www.tataconsumer.com