Channel Manager, Home & Broadband (HBB) at Airtel

About the Role:

The Home & Broadband Channel Manager is responsible for driving customer acquisition, revenue growth, and market penetration for home broadband products through multiple channels. 

This includes managing retail showrooms sales, coordinating with installer organization to drive new customer acquisitions, driving field acquisition initiatives, and optimizing performance of Airtel Showroom Developers (ASDs) to deliver on key commercial KPIs.

Responsibilities

Channel Management & Strategy

• Develop and execute the distribution strategy for home and broadband services across Airtel shops outlets, field, and assigned partner channels. 
• Identify and expand effective acquisition channels to maximize subscriber growth. 
• Drive channel productivity improvement initiatives aligned to business targets. 
• Ensure consistent customer experience across all touchpoints.

Drive Retail Showroom channel productivity as a sale growth channel

• Oversee performance of all broadband KPIs across Airtel retail shops.
• Ensure availability of HBB products, devices, and promotional materials.
• Drive showroom footfall conversion into active subscribers. 
• Implement sales standards, merchandising compliance, and customer engagement practices. 
• Monitor and optimize showroom KPIs such as:: sales conversion rate and revenue per store

Coordination of Installer Organization Sales Acquisition channel.

• Manage and optimize third-party and internal installation teams as a key channel for customer acquisition. 
• Ensure timely, high-value customer acquisition via installation channel. 
• Track installer productivity and SLAs (e.g., Number of new customer acquisition from installation channel). 
• Train installers on product offerings, customer experience standards, and upsell opportunities. 
• Reduce backlog and improve service delivery efficiencies.

Customer Acquisition Drive.

• Lead targeted acquisition campaigns across assigned territories. 
• Design and implement BTL (Below-the-Line) initiatives including activations, roadshows, and community engagement programs. 
• Collaborate with marketing to localize campaigns for maximum impact. 
• Track and optimize cost of acquisition (COA). 
• Drive door-to-door, cluster sales, and digital-assisted acquisition strategies.

Airtel Showroom Developers (ASD) Management

• Recruit, train, and manage Area Showroom Developers/field agents. 
• Set clear sales targets and productivity benchmarks. 
• Monitor field performance and ensure consistent pipeline generation. 
• Provide coaching, motivation, and performance feedback. 
• Ensure ASD coverage across high-potential residential clusters.

Performance Tracking & Reporting

• Own and deliver key KPIs including: gross additions (subscriber acquisition), revenue growth (ARPU improvement), channel productivity, installation SLAs and customer market share metrics
• Develop dashboards and reports to track channel performance. 
• Use data insights to refine strategy and improve efficiency.

Stakeholder Management

• Work cross-functionally with: marketing (campaigns and promotions), technical/Network teams (service availability, installation readiness), and customer service (issue resolution and retention)
• Manage relationships with external vendors and partners.

Qualifications

Educational Qualifications  

• A first degree or its equivalent in Business Administration, Sales and Marketing or humanities.
• An MBA will be an advantage

Relevant Experience & Functional / Technical Skills

• 10 - 15 years of varied experience in Sales & Marketing with at least 5 years at management level handling independent businesses units.
• 5–8+ years’ experience in telecoms, FMCG, or channel sales environment 
• Proven experience managing retail channels and field sales teams 
• Strong understanding of broadband or fixed wireless products (preferred) 
• Experience working with third-party vendors and installers.