Key Account Manager – Modern Trade (FMCG)

Key Account Manager – Modern Trade (MT Sales)

Role Overview:

 As a Key Account Manager (KAM) – Modern Trade, you will be responsible for managing and growing relationships with key modern trade retailers. The role includes building strategic partnerships, developing Joint Business Plans, and delivering on volume and revenue targets while ensuring optimal brand presence, execution, and profitability in the channel. You will be the primary liaison between the company and its modern trade partners, ensuring alignment on business goals and operational excellence across stores and geographies. 

Key Responsibilities

Client Relationship Management

 Establish and maintain long-term relationships with key stakeholders across modern trade accounts (category heads, buyers, merchandisers, etc.). 

Conduct regular visits and business review meetings with retail partners to strengthen the relationship and identify new growth avenues. 

 Act as the single point of contact for all modern trade-related operations and conflict resolution. 

Sales Strategy & Planning

Develop and implement short- and long-term strategies to meet sales volume, revenue, and profitability targets. 

Collaborate with internal stakeholders (marketing, supply chain, finance) to develop account-specific plans. 

Drive assortment planning, pricing strategies, and promotions in alignment with account needs and company objectives. 

Joint Business Planning (JBP)

 Co-create annual JBPs with key accounts, including sales targets, promotion calendars, in-store execution KPIs, and marketing initiatives. 

Ensure alignment of mutual business goals and consistent follow-ups for performance evaluation and recalibration. 

P&L Ownership and Budget Management

 Manage the overall P&L for the Modern Trade channel. 

 Monitor trade spend, promotional budgets, and marketing investments to ensure ROI-positive 

activities. 

 Track and control operational costs against set budgets, including claims and deductions. 

New Business Development

 Identify and acquire new modern trade accounts/chains to expand market presence. 

 Penetrate untapped regions or store formats within existing accounts to grow revenue. 

Promotions & Shopper Marketing Execution

 Plan and execute in-store promotional activities, sampling programs, thematic displays, and activations to drive offtake. 

Coordinate with visual merchandising and trade marketing teams for superior in-store visibility and shelf presence. 

Track effectiveness of campaigns and optimize future planning. 

Assortment and Distribution Management

Ensure the right product mix (SKU assortment) across categories based on regional/store-specific consumer preferences. 

 Collaborate with supply chain and distribution teams to ensure availability and timely replenishment at store-level. 

Optimize shelf space, placement, and planograms to improve visibility and conversion.

Market Intelligence & Sales Analytics

Continuously track and report market trends, consumer behavior, competitor activity, pricing, and promotion strategies. 

 Analyze secondary sales data, sell-out reports, and stock reports to generate actionable insights. 

Present monthly/quarterly dashboards for business reviews. Team Collaboration & Training 

 Provide support and training to field sales teams, promoters, and merchandisers for driving in-store performance. 

Develop sales toolkits, product knowledge documents, and on-ground execution guidelines. 

Conduct periodic training on category insights, negotiation techniques, and product updates. 

Qualifications & Skills

 Education: MBA in Marketing, Sales, or a related field from a reputed institution is preferred. 

 Experience: 4–8 years of experience in Sales, with at least 2–3 years in Modern Trade Key 

Account Management. Must have a proven track record of achieving sales targets and 

managing large-scale retail partnerships. 

 Modern Trade Expertise: Strong understanding of modern trade dynamics, retailer 

• hierarchies, in-store execution, and trade marketing strategies.