Sr. Manager – Key Account Management (Modern Trade)

Role: Sr. Manager – Key Account Management (Modern Trade)

Department: Alternate Channel

Location:Mumbai

Reporting To: Head – Alternate Channel

Role Purpose

To drive business growth across assigned Modern Trade national/regional accounts by managing customer relationships, leading commercial negotiations, ensuring execution excellence, and delivering profitable growth aligned with company objectives.

Key Responsibilities

1. Account Management & Business Growth

• Manage assigned Modern Trade national/regional accounts (e.g., Reliance, DMart, Spencers, More, etc.)
• Drive primary & secondary sales growth across accounts
• Develop Joint Business Plans (JBP) with key customers
• Achieve topline, market share, and distribution targets
• Identify growth opportunities across categories & pack formats

2. Commercial Negotiations

• Lead annual trading terms negotiations
• Finalize margins, listing fees, promotions, and visibility spends
• Ensure profitable business with tight control on trade investments
• Track ROI on all customer investments

3. Range & Distribution Expansion

• Drive listing of new SKUs across accounts
• Improve shelf share & assortment width
• Ensure availability across all store formats
• Expand distribution in new geographies & formats

4. Promotion Planning & Execution

• Develop promotion calendar with customers
• Plan visibility, secondary displays, and activations
• Ensure in-store execution excellence
• Track promotion effectiveness and sales uplift

5. Forecasting & Supply Coordination

• Prepare account-wise sales forecast
• Coordinate with supply chain for stock availability
• Manage inventory norms and reduce out-of-stock situations
• Monitor fill rates and order servicing

6. Financial & P&L Management

• Manage account-level profitability
• Monitor claims, settlements, and deductions
• Control trade spends within budget
• Ensure timely reconciliation of accounts

7. Cross Functional Coordination

• Work closely with:
• Supply Chain
• Finance
• Marketing
• Trade Marketing
• Demand Planning
• Ensure seamless execution of launches & promotions

8. Market Intelligence

• Track competitor activities in Modern Trade
• Monitor pricing, promotions, and new launches
• Share actionable insights with internal teams

Key Deliverables / KPIs

• Sales vs Target (Primary & Secondary)
• Account-wise profitability
• Distribution & SKU listing growth
• Shelf share improvement
• Promotion ROI
• On-time forecast accuracy
• Fill rate / availability
• Trade spend adherence
• Claims & reconciliation timelines

Desired Candidate Profile

Experience

• 8–12 years of FMCG sales experience
• Minimum 3–5 years in Modern Trade / Key Accounts
• Experience in food / biscuits / packaged foods preferred
• Experience managing national chains preferred

Education

• MBA / PGDM (Sales & Marketing preferred)

Key Skills Required

• Key Account Management
• Modern Trade Negotiation
• Joint Business Planning
• Trade Investment Management
• Commercial Acumen
• Relationship Management
• Forecasting & Demand Planning
• Analytical Skills
• Execution Excellence
• Stakeholder Management