Job Summary

The Key Account Manager (KAM) will drive commercial success through strategic management of key sales channels outside of eCommerce, with a primary focus on Modern Trade (MT) such as major supermarket chains in Singapore. This role also supports the growth of general trade and other offline retail formats. The KAM is responsible for sales performance, account profitability, trade marketing execution, and nurturing long-term partnerships with key retailers like FairPrice, Cold Storage, Giant, and Sheng Siong.

Key Responsibilities

1. Strategic Account & Channel Management

• Act as the main liaison between the company and major retail partners, primarily supermarkets.
• Develop and manage Joint Business Plans (JBPs) with key accounts such as NTUC FairPrice, Dairy Farm Group (Cold Storage/Giant), and Sheng Siong.
• Negotiate annual contracts including trading terms, listing fees, rebates, and marketing contributions.
• Build trust-based relationships with category buyers, procurement managers, and retail operations teams.
• Support strategy across all offline sales channels to maximize reach and growth potential.

2. Sales & Revenue Growth

• Achieve volume, value, and margin targets across assigned accounts and channels.
• Identify new business opportunities such as product listings, exclusive SKUs, or cross-channel activations.
• Expand product presence in HDB heartlands, premium grocery formats, and traditional retail.
• Ensure timely payment collections and account-level credit control.

3. Trade Marketing, Planning & Activations

• Plan, coordinate, and execute promotional campaigns with Trade Marketing and Brand teams.
• Lead planning and execution of the annual trade calendar aligned to national campaigns and seasonal events.
• Develop and implement trade promotions, bundling, discounts, and shopper incentives.
• Organize in-store sampling, tastings, and brand activations (e.g., Chinese New Year, Christmas).
• Ensure planogram compliance, brand consistency, and shelf share agreements.
• Drive strong visibility through POS materials and thematic execution.

4. Marketing Campaign Integration

• Collaborate closely with the Marketing Team on national and store-level campaigns.
• Roll out marketing and sales promotions across targeted offline channels.
• Offer insights based on shopper behaviours and store-level performance.

5. Budget & Expense Management

• Manage trade marketing budgets and promotional expenses efficiently.
• Track and report usage, ROI, and ensure all expenditures align with internal policies.

6. Forecasting & Inventory Management

• Work with Supply Chain to generate accurate demand forecasts incorporating sales data and seasonality.
• Monitor inventory levels across distribution centers and store locations.
• Resolve out-of-stock issues and prevent excess or slow-moving inventory.

7. Reporting & Analysis

• Analyse POS and syndicated retail data to monitor account performance.
• Provide monthly reporting on sales trends, campaign effectiveness, ROI, and promotion impact.
• Track competitor activities and pricing dynamics.

8. Team Management & Cross-functional Collaboration

• Directly manage 2 Merchandisers responsible for in-store execution and compliance.
• Collaborate with internal teams (Brand, Finance, Logistics, Trade Marketing).
• Share field and store insights to improve campaign design and performance.

Key Performance Indicators (KPIs)

• Net sales achievement (monthly/quarterly/annually)
• Product listing & distribution gains across channels
• Trade promotion ROI and campaign effectiveness
• On-shelf availability & planogram compliance
• Account-level profitability and optimized trade terms
• Strength of buyer relationships
• Successful execution of trade calendar and activations

Qualifications & Experience

• Bachelor's degree in business, Marketing, or related field.
• Minimum 5 years of experience in Key Account Management in FMCG or beverages.
• Proven track record with Singapore retail accounts such as FairPrice, Dairy Farm, and Sheng Siong.
• Strong commercial planning, negotiation, and budget management skills.
• Familiarity with local compliance (e.g., Healthier Choice Symbol, labelling regulations).

Skills & Competencies

• Excellent interpersonal and stakeholder management skills.
• Strong analytical and data interpretation abilities.
• Commercially savvy and experienced with P&L ownership.
• Proficient in Microsoft Excel, PowerPoint, and tools like NielsenIQ, FairPrice Connect, CRM.
• Ability to lead projects and manage multiple cross-functional initiatives.
• Independent, organized, proactive, and thrives in a fast-paced environment.

Language Requirements

• Fluent in English (spoken and written).
• Mandarin or Malay proficiency is a plus, for effective communication with retail teams.

Work Environment & Travel

• Based in Singapore with regular travel to customer HQs and store visits islandwide.
• Occasional coordination with Malaysian or regional teams may be required.

Eligibility

• Singapore Citizen or Permanent Resident.