Job Description – Chief Revenue Officer
WHAT WE DO AND WHO WE ARE
Join the dynamic team at Wholsum Foods and be part of an extraordinary movement!
The mission is simple: to change the world's eats. With brands like Slurrp Farm and Mille, we offer
healthy and delicious alternatives to the junk food epidemic. It's time to rediscover the nutritious
traditions of our ancestors and embrace the power of millets like Ragi, Jowar, Bajra, and Foxtail
Millet.
Led by founders - Shauravi Malik and Meghana Narayan, we are food enthusiasts,
entrepreneurs, and mothers committed to making a difference. We're expanding globally and
seeking talented individuals who thrive in a collaborative, innovative, and high-growth
environment. Join us and embark on a rewarding journey where you can grow professionally
while having a blast!
At Wholsum Foods, we celebrate diversity and unity, all driven by a shared mission to
revolutionize the way we eat. Our team is our greatest asset, and our core values—Relationship
First, Dependable, Passionate, and Growth Mindset—bring out the best in each team member.
We take pride in being an equal opportunity workplace, embracing individuals regardless of
race, color, ancestry, religion, sex, sexual orientation, marital status, disability, or gender
identity. Together, we will redefine the future of food!
We are also Great Place to Work Certified.
WHAT WILL YOU DO AT WHOLSUM FOODS?
Unlike a traditional Sales Director role, the Wholsum Foods CRO has the mandate to redefine how a healthy food brand reaches the modern Indian parents. You will have the resources of a well-funded startup and the brand equity of a category leader to experiment with new revenue models. You will be the architect of Wholsum Foods’ next phase of growth. As we scale toward a multi-hundred-crore revenue target, the CRO will synchronize our high-growth digital presence with a robust, premium physical retail footprint. This role requires an FMCG veteran who understands the nuances of traditional distribution but has the digital fluency to dominate "New Commerce.
Responsibilities:
1. Strategic Channel Relationship Building (The "Partnership" Pillar) The CRO must move beyond transactional selling to create high-level strategic alliances:
- Joint Business Plans (JBPs): Lead annual and quarterly JBP negotiations with major platforms (Amazon, Blinkit, Zepto, Reliance) to secure preferential visibility, lower take-rates, and data-sharing agreements.
- Modern Trade Alliances: Build "Category Captain" relationships with premium retailers (Nature’s Basket, Foodhall, Spencer’s). Position Slurrp Farm/Millé not just as a vendor, but as a consultant on the "Healthy Breakfast/Snacking" category.
- Distributor Ecosystem Management: Design and oversee a high-performance distributor network for General Trade, ensuring transparency, ROI for partners, and long-term loyalty in a competitive market.
- Influencer & Community Revenue: Partner with the Marketing team to turn brand communities into revenue streams, ensuring D2C exclusive launches feel like "events" for our most loyal customers.
2. Revenue Operations & Channel Harmony
- Channel Conflict Mitigation: Implement a "One-Price" or "Tiered-SKU" strategy to ensure that aggressive Q-commerce discounting does not alienate Modern Trade partners.
- Inventory & Demand Sensing: Collaborate with Supply Chain to ensure 98%+ fill rates across all channels. Use real-time data from Blinkit/Zepto to predict demand surges and prevent stock-outs.
- Trade Marketing Excellence: Allocate and optimize "Below the Line" (BTL) spending. Ensure that every rupee spent on shelf-branding or digital banners has a clear, tracked ROI.
3. D2C & Digital Revenue Growth
- LTV Optimization: Treat the D2C website as the "Brand Flagship." Lead the team to improve Average Order Value (AOV) and Repeat Purchase Rates through personalization and subscription models.
- Performance Marketing Oversight: Work closely with the CMO to ensure that performance spending is driving profitable revenue, not just "vanity metrics."
4. Sales Force Leadership & Culture
- Field Force Transformation: Move the sales team from "order takers" to "growth consultants" by implementing SFA (Sales Force Automation) tools and data-driven beat plans.
- Talent Mentorship: Build a high-performance culture where the team is incentivized not just on "Secondary Sales" but on "Shelf Health" and "Brand Presence."
WHAT YOU WILL BRING WITH YOU?
Professional Background
- The FMCG Foundation: A minimum of 10 years in a "Legacy" FMCG powerhouse (e.g., HUL, Nestlé, ITC, Marico). You must know the "science" of distribution, margin structures, and trade schemes.
- The Scale-up Experience: 5+ years in a leadership role at a high-growth D2C or "Challenger" brand. You must be comfortable with ambiguity, rapid pivots, and the tech stack of modern commerce.
- The Revenue Track Record: Proven experience managing a P&L of ₹200 Cr+ with a clear history of scaling brands across multiple geographies.
Competencies for Wholsum Foods
- Strategic Negotiation: The ability to sit across the table from a Category Head at Amazon or Reliance and negotiate terms that protect Wholsum’s margins.
- Analytical Rigor: You should be as comfortable in a complex Excel pivot table as you are in a field visit to a local kirana store.
- Passion for Nutrition: A genuine belief in the mission of Slurrp Farm and Millé to bring millets back to the plate.
STARTING DATE: April 2026
LOCATION: Golf Course Road, Gurugram
Wholsum Foods is an equal opportunity employer and values diversity in its workforce.
