Key Account Manager - FMCG / Hospitality (On trade)

Key Account Manager - FMCG / Hospitality (On trade)

The Key Account Manager will work closely with the On Trade Accounts, as well as the Wine and Marketing teams in order to achieve targets. The role holder will have direct inputs into the utilization and management of the sales budget.

What are the key deliverables of this role?

• Achieve targeted profits, sales turnover, market share and customer service levels as outlined and agreed to in the business plans. This will require every customer to have a Customer Development Plan in place.
• Sell in and negotiate our trading terms document.
• Focus on sales of core brands of the company and ensure adequate distribution to maximize company profitability.
• Identify the different segments in the market and develop and implement appropriate sales strategies for each individual account working closely with Category Specialists. Technology and information utilization will be a key input into this.
• Organize Wine Tastings and where possible, conduct training on Wine / other beverages for customers.
• Informing the account of all new product launches in a timely manner and work actively towards maximizing product listings in the outlets.
• Identify and research new customers / prospective clients together with the New Business Manager. Agreeing on sales and consumer activity plans for each new account, when they are handed over.
• Distribution management is key to succeeding in the role.

Customer Relationship Management

• Build strong partnerships with Customers in a manner which enhances sales both by value and volume. This requires the KAM to regularly visit customers and key influencers, in line with a pre-determined journey plan, with a clear agenda and desired outcome, using the Customer Development Plan as a base.
• Managing issues relating to products, price and availability to enhance client relationship while balancing organizational commercial needs, working closely with the Finance and Customer Service teams.
• Agree on Service contracts with the Customers and ensure that delivery against the contract is met.
• Develop a strategy of winning ‘Hearts and Minds’ of your key customers. Developing an evening trade tour schedule which will ensure you engage the right people outside of normal office hours.

Information Analysis

• Analyze, together with the Group Business Manager, the sales trends in the accounts across various categories and brands and develop appropriate Sales Strategies to maximize sales.
• Develop robust selling stories around right brand at the right price for the right consumer at the right time.
• Analyzing and developing gap closure strategies vs current area distribution.
• Constantly maintain and update customer records and files which should include details of key personnel, customer profile, minutes of meetings, sales performance history, all agreements with the customers, and all correspondence.

Implementation of Marketing Plans

• Implement marketing plans and all consumer activities in the outlets in a manner which increases brand visibility and brand equity.
• Work closely with the accounts to efficiently utilize all available merchandise.
• Developing bespoke activation programs to deliver on customer requirements outside of the standard programs available, as long as the program continues to drive a brand agenda.

Brand Development Support

• On a monthly basis track and communicate each of your customers’ available support (Brand Development Support), which is accrued in line with their purchases.
• Invest the BDS in line with the Customer Development plan.
• Commercially analyze and evaluate proposals for promotions/ trade support, using the appropriate tools.
• Focus on brands tactically to drive volumes of key products and ensure that the brands remain on top of the end consumer’s mind.
• Utilise spend to build A+E brands within the brand guidelines laid out by the principal suppliers.

Collection of Payment / Debt Management

• Ensuring payments are made within the agreed period of time and as per the company’s guidelines and financial policies. This may include collecting physical cheques if bank transfer is not currently set up.
• Managing and resolving any long standing debt issues.

Others

• Ensure that Special Orders are placed and depleted as per agreed processes, terms and conditions.
• Collate information about developments in the market and feedback into the concerned persons.
• Represent the company at on-trade and sponsored events.
• Ensure all sales are done as per the laws of the land and as per established guidelines.
• Completely understand, respect and function within the team he/ she operate, so that complete alignment with the organizational goals is achieved.

Education and Career

• He / she should be a graduate.
• 5-6 years substantial Sales experience preferably in an FMCG / liquor company.
• Excellent public speaking skills.
• Ability to reach out to a range of audiences through presentations and written communication.