Assistant Key Account Manager

Job Position:  Assistant Key Account Manager - Modern Trade

Function:  Ice Cream

WL: 1D

Reports to: National Account Manager

Location: Mumbai

Main Purpose:

Responsible for building strong relationships with customer & key customer stake holders. Create competitive, profitable & sustainable mutual plan with customer & ensure excellent execution of plan to provide growth on various categories & channel.

Main Accountabilities:

• Customer Management
• Create & maintain positive business relationship with direct end customers by continuously proposing solutions that meet their objectives
• Develop and manage sales strategy for each of the designated account customers
• Develop strategy for acquiring new customers in line with Unilever strategy
• Negotiation
  • Close the deal with customer by negotiating trade terms, trade funding & counterparts according to Unilever strategy
  • Manage overall category investments for the customer
  • Share of Shelf, Face ups alignment with the account. Overall healthy share of shelf to be ensured in the category
• Customer Business Plan
  • Lead and execute Joint Business Planning together with the customer in line with both organization & customer objectives
  • Develop account specific strategic plans
  • Generate insights for customer/channel (in store layout, planogramming, traffic)
  • In store visibility/highlight display, continuously improve share of shelf vs competitor to amplify impact of product visibility on consumers
  • On shelf availability as per the stocking norm set for each SKU
  • Ensuring service rates
  • Preparing volume forecasts & plans
  • Plan regular activations/Joint Marketing Plan to create excitement in the category
  • Assortment catering to different formats/channels
• Performance Evaluation
  • Measure and review category performance; retail margins and customer profitability
  • Meet and exceed growth, revenue and market share input.
  • Category growth & overall performance (Nielsen, turnover, POS, market shares, field reports, …)
  • Shopping missions
  • Shopper understanding
  • Launch performance (POS)
  • Key call to actions from Joint business planning
  • Shopping mission
  • Shopper understanding
  • Launch performance (POS)
• Output
  • Identify new sales opportunities (Up selling/Cross selling)
  • Review sales achievement & create dashboard, scorecards which facilitate informed account management decision making & strategy formulation
  • Strategies to recruit new consumers & retain existing ones
  • Assortment differentiation between formats.
• Metrics
  • Sales plan achievement
  • Category growth and market shares;
  • Share of shelf, share of sku base, quality of distribution
  • In-store execution; Share of promotions
  • Retail margin and customer profitability
  • Service levels / on shelf availability.

Relevant Experience:

• Should have done a key account manager role in the past.
• Minimum 4-5 years experience with GT + MT preferred.
• Should have worked in impulse category – Beverages, chocolates, Ice-Creams.
• Good communication, negotiation and stakeholder management skills required besides proficiency in stakeholder management.