Key Accounts Manager (Modern Trade / Institutional Sales)

Job Title: Key Account Manager – Modern Trade / Institutional Sales (FMCG)

Location:

Experience:

Qualification:

Industry:

Employment Type:

About the Role:

Sales Professional (MT/Institutional Sales)

This role is pivotal to driving visibility, volume, and profitability through key modern trade and institutional channels.

Key Responsibilities:

Modern Trade & Institutional Account Management:

• Manage and develop strategic relationships with key accounts such as large format retailers (e.g., Big Bazaar, Reliance, Metro, DMart), cash & carry outlets, and institutional clients.
• Handle national and regional chains, ensuring alignment with trade marketing and category plans.
• Ensure order generation, timely deliveries, and execution of promotional activities.

Sales Planning & Execution:

• Develop and implement business plans for key accounts to achieve monthly, quarterly, and annual targets.
• Monitor secondary sales and ensure stock availability at store levels.
• Coordinate with supply chain and distribution partners for smooth execution of plans.

Negotiations & Business Development:

• Lead annual business negotiations including TOTs (Terms of Trade), visibility agreements, and promotional calendars.
• Identify and onboard new institutional clients and modern trade partners.
• Maximize return on investment (ROI) from key accounts through joint business planning.

Promotions & Visibility:

• Plan and execute brand activations, visibility drives, and promotions tailored to key account strategies.
• Work closely with the marketing team to deploy in-store branding, sampling, and BTL (Below The Line) activities.

Data Analysis & Reporting:

• Analyse sales data, consumer trends, and competitor activity to identify growth opportunities.
• Prepare sales reports, forecast projections, and category performance reviews.
• Track KPIs such as fill rates, sales contribution per account, and ROI on activations.

Key Requirements:

• Minimum

  2 years of experience

  in

  FMCG Modern Trade or Institutional Sales.

• Proven experience handling key accounts at national/regional level.
• Strong commercial acumen with hands-on experience in negotiations and customer engagement.
• Excellent communication, presentation, and interpersonal skills.
• Familiar with modern trade operational metrics like TOT, planograms, and sell-through strategies.
• Proficient in MS Excel, PowerPoint, and working knowledge of ERP/CRM systems.
• Ability to travel for business development and account management as required.

Educational Qualifications:

• Graduate

  in any stream (mandatory).

• MBA/PGDM

  in Sales, Marketing, or Business Management is preferred.