Key Account Manager - Modern Trade (Big C)

To drive sustainable sales and profitable business growth across assigned Modern Trade key accounts by developing strong customer relationships, executing account strategies, negotiating commercial agreements, and delivering joint business plans in alignment with the company's overall commercial objectives. The role is responsible for the overall business performance of assigned key accounts, including sales, profitability, distribution, assortment, promotion effectiveness, and customer development.

Key Responsibilities include developing and implementing annual and strategic business plans for assigned Modern Trade key accounts, translating company sales and commercial strategies into account-specific plans and initiatives, and managing account sales, volume, distribution, and profitability targets.

Responsibilities:

1.Key Account Strategy & Business Planning

• Develop and implement annual and strategic business plans for assigned Modern Trade key accounts.
• Translate company sales and commercial strategies into account-specific plans and initiatives.
• Set and manage account sales, volume, distribution, and profitability targets.
• Identify account growth opportunities through assortment expansion, new product launches, new stores, and new business initiatives.
• Conduct regular account performance reviews and develop action plans to close business gaps.
• Prepare accurate sales forecasts and contribute to the company's sales planning process.

2.Customer Relationship Management

• Build and maintain strong relationships with key decision makers and stakeholders within assigned Modern Trade accounts.
• Act as the primary business contact between the company and assigned key accounts.
• Understand customer strategies, business priorities, shopper trends, and category development opportunities.
• Conduct regular customer business reviews and present business performance, opportunities, and action plans.
• Develop long-term strategic partnerships with key customers.

3.Joint Business Planning & Negotiation

• Lead Joint Business Planning (JBP) with assigned Modern Trade customers.
• Negotiate annual trading terms, commercial agreements, promotional plans, and other customer investments within company guidelines and approval authorities.
• Manage negotiations to achieve balanced business outcomes for both the company and customers.
• Monitor agreed commercial conditions and ensure proper implementation.
• Evaluate customer investment and ensure commercial spending delivers appropriate business returns.

4.Sales & Profitability Management

• Drive achievement of sales revenue and volume targets for assigned key accounts.
• Monitor sales performance by account, category, product, and period.
• Manage account profitability and gross margin in line with company objectives.
• Analyze sales gaps and develop corrective action plans.
• Monitor customer purchase orders, sales-in, sell-out, and inventory performance where applicable.
• Identify opportunities to improve sales mix and overall account profitability.

5.Category, Assortment & Distribution Management

• Develop account-specific assortment and distribution strategies.
• Drive product listing, new SKU introduction, and assortment expansion.
• Identify opportunities to increase store coverage and distribution.
• Monitor product availability and out-of-stock situations and coordinate corrective actions with relevant functions.
• Work with customers to optimize product assortment based on sales performance and market opportunities.
• Support successful execution of new product launches within assigned accounts.
• Promotion & Trade Marketing Management
• Develop annual and account-specific promotional plans with customers and Trade Marketing.
• Negotiate promotional calendars, displays, visibility, and other in-store activities.
• Monitor promotion execution and sales performance.
• Evaluate promotional effectiveness and ROI.
• Recommend improvements to promotional mechanics, investment, and execution based on business results.
• Ensure all customer activities are implemented according to agreed plans and company policies.

6.Customer & Market Analysis

• Analyze customer sales data, category performance, shopper trends, and market developments.
• Monitor competitor pricing, promotions, product launches, and activities within key accounts.
• Identify emerging trends and commercial opportunities.
• Translate data and market insights into actionable business recommendations.
• Prepare account performance dashboards and business reviews for management.

7.Cross-functional Collaboration

• Work closely with Trade Marketing and Marketing to develop customer-specific commercial activities.
• Coordinate with Supply Chain to ensure product availability, order fulfillment, and inventory planning.
• Collaborate with Finance on customer profitability, credit terms, claims, and trade investment.
• Work with Demand Planning to improve sales forecasting and supply planning.
• Coordinate with other sales channels to ensure alignment of pricing, promotions, and overall commercial strategy.

8.Business Review & Reporting

• Prepare monthly, quarterly, and annual account performance reviews.
• Track key account KPIs and provide regular updates to management.
• Present business performance, customer insights, risks, and growth opportunities.
• Maintain accurate customer information, commercial agreements, sales plans, and forecasts.
• Ensure timely and accurate submission of all required reports.

Qualifications :

• Bachelor's degree or higher in Business Administration, Marketing, Sales, Economics, or related fields.
• Minimum 5–8 years of experience in Sales / Key Account Management, preferably within FMCG, Food & Beverage, Consumer Goods, or Retail.
• Proven experience managing Modern Trade key accounts in Thailand.
• Strong experience in account management, commercial negotiation, annual trading terms, promotion planning, and customer business reviews.
• Experience in managing customer P&L / account profitability is highly preferred.
• Strong understanding of Modern Trade business, retail operations, category management, and shopper behavior.
• Proven track record of achieving sales and business growth targets.
• Strong analytical, negotiation, presentation, and communication skills.
• Strong commercial and business acumen.