The Opportunity:
As the Associate Manager, Key Account, you will own and grow our distributor business, managing everything from sales performance and commercial strategy to in-market execution. You’ll work closely with distributors and key customers to identify growth opportunities, expand distribution, and ensure strong visibility and sell-through of products at retail.
This role covers Modern Trade (independent), General Trade, and Baby Shop channels nationwide.
This role combines data-driven decision making with relationship management and execution excellence. It’s ideal for someone who enjoys taking ownership, influencing partners, and turning insights into action to drive measurable business results.
What Your Impact Will Be:
1. Sales & Profitability
- Drive revenue growth for assigned distributor by identifying business opportunities and proposing corrective actions when performance deviates from targets.
- Lead the preparation and execution of annual Joint Business Plans (JBP) with distributors and key accounts.
- Set sales, distribution, and door targets by brand and measurement period in alignment with business objectives.
- Review of customer performance quarterly with both distributor teams and management, providing actionable insights.
- Define and implement pricing, selling strategies, trade terms, and investment plans to maximize sales and profitability.
- Manage distributor credits and receivables to ensure financial health and minimize risk exposure.
- Monitor distributor-level P&L, effectively managing trade spending and investments within management guidelines.
2. Retail/Selling Landscape Management
- Expand distribution through acquisition of new retail doors, shelf space, and incremental selling opportunities within the assigned channels
- Develop and track productivity metrics to measure performance across internal teams and external partners.
- Analyze shipment and POS data to identify growth opportunities and potential risks, sharing insights with stakeholders.
- Conduct ongoing market analysis, benchmarking competitor practices, and implementing counterstrategies to sustain market leadership.
3. Stakeholders Relationship
- Build and maintain strong relationships with key customer personnel, leveraging influence to secure alignment on joint initiatives.
- Co-develop and execute JBPs with key customers, ensuring alignment with mutual growth objectives.
- Gain a deep understanding of each customer’s business model and priorities, proactively adding value through tailored solutions and recommendations.
4. Listing and Inventory Management
- Leverage category development drivers and retail tools to optimize product listings and category growth.
- Negotiate and execute product/category listings with key customers.
- Ensure planogram execution and effective merchandising at store level to drive visibility and sell-through.
- Monitor stock levels to maintain healthy inventory flow, minimizing both excess holding and out-of-stock situations.
5. Retail advertising & promotion activities
- Develop compelling customer propositions and executable commercial plans within agreed timelines.
- Collaborate with marketing teams to design and implement promotions that drive sell-in and sell-out.
- Optimize use of trade terms and co-op budgets to maximize return on investment in promotions and advertising.
- Co-create effective sales support materials to enhance execution at retail.
- Interpret shopper insights and research to shape marketing and promotional strategies.
- Conduct competitor analysis to evaluate market trends and develop proactive countermeasures.
6. Operation Excellence
- Plan and manage account coverage effectively, ensuring engagement aligns with business potential.
- Conduct regular store audits to assess in-store execution and identify areas for improvement.
- Partner closely with operations teams to ensure flawless execution of trade activities.
- Develop a strong working knowledge of supply chain processes, including logistics, JIT practices, inventory control, ordering systems, and technology platforms.
7. Sales Forecast Management
- Manage sales forecast and collaborate with demand planning and marketing team.
- Manage distributors volume growth, inventory reduction and product obsolescence to make informed decisions.
- Review forecast and make adjustments by changing the best case forecast or committed forecast amount for distributors.
