Key Account Manager - FMCG

A 77 year old trusted company with a turnover of Rs. 4237 Crores, is a part of the US $ 7 billion (over Rs. 30,000 crores)

With 21 branch offices spread across India we are supported by a chain of about 1000 distributors, 4000 authorized dealers, over 4,00,000 retail outlets and over 282 Customer Care centers.

Job purpose & Scope :

- To strategize & manage key modern trade accounts, and to achieve sales, collection & contribution targets with the help of the team members

Major Areas of Responsibilities :

Strategic planning :

- Conduct thorough research and analyze sales & consumption patterns to create sales strategies for the modern trade partners

- Drive the implementation of the Modern Trade strategy to achieve the revenue targets from these partners

- Collect, analyze and monitor market trends, competitor strategies & design customer engagement strategies

- Assessment of revenue potential in particular markets

- Understand the requirements of customers & create a differentiated strategy to approach prospective customers and ensure conversion as per planned targets

- Design and formalise Terms of Trades (TOT) with all the Modern Retail chains

- Joint Business Planning with key accounts

- New Product/ SKU Mix development for Modern Trade, deciding on strategy and annual marketing plans

- Coordinate with other Business Units and support functions for new product introduction, pricing and promotions strategy

- Prepare Annual Promotional calendar and drive execution

- Design assortment for different formats - Convenience, Hyper, Super, Cash & Carry etc.

- Ensure alignment to the organization's strategy with respect to the institutional customers

- Be responsible for tie-ups up with all major (regional & national) players

- Prepare region wise/account wise distribution plan

- Develop special sales promotion plans for key accounts and implement the same

- Create, maintain & leverage the prospective customer database to grow business

Sales & Marketing/Business Development :

- PAN India responsibility to develop Modern Trade business and presence

- Revenue and bottom line responsibility

- Develop new business through modern retail counters

- Maintain and nurture good business relations with Modern Trade customers

- Increase sales and ensure long term channel capability as per organization process

- Ensure 100% collections as per the collection norms, with a minimum CEI of 70%

- Organize sales promotion campaigns, product launch demos, product displays etc.

- Manage financials of the key accounts

- Co-ordinate with team to ensure timely deliveries and execution of orders

- Ensure achievement of the annual targets within the allocated budget and record any variance along with the causes

- Promote the brand by liaising with the marketing team and by devising effective & customized proposals for customers

Key Account & Category Management :

- Account Planning for all major customers

- Constantly monitor inventory and keep it under specified norms

- Promotions and display (Space on Hire) initiatives

- Product stock planning and allocation

- Share of Shelf/ Displays across customer-category combinations

- Deliver in-store category planogram and execution of BTL campaigns

- Data analyses, gap analyses & budget utilization in Modern Trade accounts

- Proactively gauge the customer response to company's products, services & communicate it to senior management

- Negotiation and formulation of various consumer offers

Retail Operations :

- Liaise & co-ordinate with marketing, logistics, planning & commercial teams for driving business

- Execute in-store plans including visibility, promotions, sampling & other activations

- Driving operational efficiency - sales forecasting, order tracking & fill rates

- Aligning the internal teams of SCM and Marketing of various business units with the expectation and requirement of the Modern Retail customers

- Responsible for closing and resolving issues related to commercial aspects

- Ensure end to end customer service by coordinating with all internal stakeholders for supporting the sales process

People management :

- Ensure execution of all strategies is done efficiently by team members

- Manage the team and ensure business objectives are met by leveraging their potential

- Manage the deployment, train and track productivity of In Shop Promoters

Person Specifications :

Essential Qualification : Graduate with a 2 year full time MBA from an Institution of repute

Desired Qualification : Retail Management

Experience : 7 - 12 years of experience in selling through modern retail format or Key Account Management - preferably from consumer durable and or FMCG industry

Industry Preference : Consumer Durables, FMCG

Functional Competencies : Critical Desirable

- Selling Skills Yes

- Market orientation Yes

- Key Account Management Yes

- Business acumen Yes

- Forecasting & Planning Yes

- MIS & financials Yes

Behavioral Competencies : Critical Desirable

- Strategic thinking Yes

- People management Yes

- Decision making Yes

- Operational effectiveness Yes

- Personal effectiveness Yes

- Relationship management Yes

- Change Management Yes

Any specific requirement