Key Accounts Manager at Kenya Wine Agencies Limited (KWAL)

This position is responsible for driving volume and profit growth in the Key Accounts Channel, comprising three segments – Modern Trade, Local Duty Free and the Export channel annually and monthly as well as manage relationships with the key accounts towards the delivery of the commercial function objectives. 

Main Responsibilities

Key Accounts Strategies Development

• Develop and implement strategies and tactical plans for key accounts to ensure sustained business growth in the assigned customer market in line with the overall Commercial Division plans. 
• Effectively gather, interpret and utilise multiple information sources to develop customer-specific tactical plans and programs
• Collaborate with marketing teams regarding strategies to develop understanding of product distribution, placement, pricing and promotional initiatives
• Owns the development of yearly calendars for activities
• Build and negotiate yearly Joint Business Plans to drive sustainable profit growth and margin improvement
• Analyse channel profitability to influence margin improvement
• Uses shopper and category insights to build strategic vision for key accounts

Trade Development

• Achieve set volume, value, and gross income targets on strategic focus brands.
• Achieve product availability targets through identifying and negotiating listings and targets for strategic focus brands to drive and maintain numeric distribution by brand category 
• Enhance product accessibility through identifying and negotiating SOVI(Forward Share Inventory and limit Out of Stocks) and achieving cold and ambient space targets by channel and brand category
• Promote product affordability on price by ensuring adherence to Recommended Retail Price (RPP) guidelines per strategic focus brand by channel and outlet type
• Identify, negotiate, plan and execute activation opportunities such as promotions and tastings with customer in line with national sales plan
• Use the SFA tool to analyse the market in terms of demand and use this information to manage metrics including calls, strike rate targets, outlet expansion, sales volume, profit, and expenses associated with selling products to the key accounts

Account/ Channel Management

• Work in collaboration with distributors to ensure that the key accounts are fully serviced as per agreed SLAs
• Execute key distribution, placement, pricing and promotion initiatives within assigned accounts to achieve target sales revenue in a profitable manner
• Coordinate with Customer Service to manage the order to cash process of key clients
• Train and manage/supervise the merchandising team for perfect store execution
• Category management and 5P execution
• Formulate and implement channel business plans
• Identify opportunities for growth in the channel segments and take the lead in exploiting these opportunities for a successful growth and development
• Liaise and coordinate with the supply chain team to ensure efficient and timely delivery of products to avert stock out situations

Stakeholder and Relationship Management

• Establish and manage winning trading relationships with the key contacts in the allocated portfolio for the overall benefit of the business
• Align the sales functional excellence to changing market demands to the market need of the assigned portfolio to ensure sustained business operations and growth
• Create, maintain and promote purposeful relationships both internally and externally, to achieve organisational goals or solve problems e.g. cross -functionally, auditors, bankers, suppliers and customers
• Work with key functions to develop category and brand insights to unlock sustainable value and volume growth
• Engage and communicate effectively with colleagues, investors, customers, suppliers, regulators, and other internal and external stakeholders

People Management 

• Mentor and coach team members to enhance their skills and career growth.
• Set clear performance expectations and goals for team members.
• Conduct regular performance reviews and provide constructive feedback.
• Address and resolve conflicts within the team in a timely and fair manner.
• Analyses data and insights to continuously steer team performance, in line with company objectives

Integrated Commercial Planning

• Understands and is able to articulate company commercial strategy, key objectives and their role to achieve those
• Actively contributes to the company strategy by providing insights and feedback. Translates these objectives into KPIs for individual team members
• Keeps active involvement in Cycle Briefings, working collaboratively with other functions (Trade Marketing, Marketing)

Agency management

• Actively manage outsourced merchandising team to achieve improved execution
• Able to formulate KPIs for merchandising teams and track & report on the same
• Uses optimal resource planning for outsourced merchandisers to achieve business objectives, thereby achieving better opex
• Budget planning and tracking of opex for the channel

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

• Bachelor of Commerce,  Marketing, Business Administration or Related field. 
• Master of Commerce, Marketing, Business Administration or Related field, will be an added advantage. 

Professional Qualifications

• Professional qualification in Marketing such as Certified Sales and Marketing Professional (CSMP) or equivalent 
• Professional membership with a professional body such as Chartered Institute of Marketing (CIM) or equivalent is an added advantage

Experience 

• At least 6 years, 2 years’ experience in management role in a similar role or busy function
• Experience in a commercial division with exposure on majority of the key areas such as Sales Management, distributor management & Route to Consumer is an added advantage
• Practical experience in the use of MS packages and ERP systems
• Excellent understanding of market dynamics and Route to Market (RTM)
• Ability to gather market intelligence