Description

The role of a National Key Account Manager is pivotal in overseeing relationships with major clients or customers at a national level within the FMCG sector.

Requirements

• BCom Degree / National Diploma: Sales or Marketing

Minimum work experience required

• 3 years experience in key account management or sales within the FMCG industry, with a demonstrated track record of achieving sales targets and driving business growth.
• FMCG System: Familiarity with customer relationship management and retailer-specific systems and sales tools to track account activity, manage contacts, and generate reports.

Key performance areas

Client Relationship Management

• Building and maintaining strong, long-term relationships with key decision-makers within national retail chains or major accounts. This involves understanding client needs, addressing concerns, and ensuring overall client satisfaction.
• Act as the primary point of contact and address any issues or concerns promptly.

Account Planning

• Creating strategic account plans for each key account per region, outlining promotional grid and activity booked.
• Regular Face to Face interaction with buyers with a follow up contact report to implement agreed actions.

Negotiation

• Negotiating contracts, pricing, and trading terms with buyers to maximise profitability and volume share growth while maintaining strong relationships with retailer.
• Ensure beneficial agreements that drive sales and profit growth. Negotiate continually for more and improved shelf space for the company products in all outlets.

Collaborating with Cross-Functional Teams

• Work closely with internal teams such as marketing, supply chain, finance, and product development to ensure alignment on strategies and execution plans.
• Communicate and brief promotional activity to merchandising agents. Plan and submit forecast to production team to always maintain 95% service levels. 

Monitoring Performance per account

• Track sales performance against targets, monitor market share, and analyse key performance of own brands against competitors’ brands and market growth monthly.
• Identify areas for improvement and risk and give feedback to business.

Managing Promotional Activities

• Coordinate promotional activities, including trade promotions, marketing campaigns, and product launches, to drive sales and enhance brand visibility within key accounts.
• Ongoing monitoring of product ranging; listing and RSP to ensure account is on and off promotion on track.

Reporting and Reviews

• Quarterly detailed performance review reports to buyers.
• Monthly sales trackers to merchandising agents. Report DC service levels; Waste and swell performance to business with action plan.
• Review reports on promotional activity and proposals based on national key promotional slots

Knowledge and Skills

Skills:

• Communication: Excellent verbal and written communication skills to effectively convey ideas, negotiate terms, and address concerns with clarity and professionalism.
• Problem-Solving: Strong problem-solving skills to identify issues, analyse root causes, and implement effective solutions in a dynamic and fast-paced environment.
• Time Management: Effective time management and organisational skills to prioritise tasks, meet deadlines, and manage multiple projects simultaneously.
• Leadership: Leadership qualities to inspire and motivate cross-functional teams, influence stakeholders, and drive collaboration towards common goals.
• Attention to Detail: Meticulous attention to detail to ensure accuracy in account management, contract negotiations, and financial analysis.
• Customer Focus: Commitment to understanding customer needs, delivering exceptional service, and building long-term partnerships that drive customer loyalty and satisfaction

Knowledge:

• FMCG Industry Knowledge: Understanding of the fast-moving consumer goods industry, including market dynamics, trends, consumer behavior, and competitor landscape.
• Product Knowledge: In-depth knowledge of the company’s products and their features, benefits, and applications.
• Market Research and Analysis: Ability to conduct market research, analyse data, and interpret insights to identify opportunities and formulate effective strategies.
• Sales and Negotiation Techniques: Understanding of sales principles and negotiation strategies to effectively engage with key accounts and drive profitable outcomes.
• Retail Environment: Familiarity with the retail landscape, including different retail formats, distribution channels, and merchandising practices.
• Financial Acumen: Understanding of financial metrics such as profitability, margins, and revenue forecasting to manage budgets and optimize account performance.
• Regulatory and Compliance Knowledge: Awareness of relevant regulations, standards, and compliance requirements governing the FMCG industry to ensure adherence in all business activities.

Behavioural competencies

• Ethical Leadership
• Results-Oriented Leadership