Title:  Key Accounts Manager.

We Go Places! How about you?

Location: Kiambu
Function: Commerce
Sub Function: Commerce - Sales - Functional Management
Type of Contract: Permanent
Closing Date: 09-04-2025

Join KWAL and be a part of something bigger, as we accelerate excellence as a proud member of the HEINEKEN global family.  While we unlock new opportunities and shape the next chapter of our journey, KWAL is embedding a high-performing, agile business driven by innovation and purpose. If you're energized by transformation and inspired to make a meaningful difference, this is your moment to lead change and grow with a business that’s going places – fast!

Job Purpose

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

Competencies

Technical Competencies

• Ability to Manage distributor RTM operations in General trade, Key Accounts and HORECA outlet operations by supplying the right products to the right market.
• Ability to ensure consistent supply and availability of the product to the end consumer. Able to conceptualise, run activation initiatives and enhance innovation on initiatives.
• Experience in managing profitable portfolio mix, ROI of initiatives as well as distributor/customer profitability. Must be able to apply analytics that predict consumer behavior at the market levels and optimise product availability and price to maximise revenue growth.
• Exemplary understanding of all the brands, target consumer, where the brands plays vs. competitor brands/positioning competitor activities. Able to educate and enhance customers /consumers' understanding and recall of the brand and its products.
• Adeptness of the trading environment, micro and macro-economic factors, tax regimes and implications, competitor activities. 
• Skilled in managing and nurturing relationships with internal and external stakeholders, ensuring effective communication and addressing concerns to foster long-term partnerships.
• Proficient in building and maintaining strong relationships with customers and partners, understanding their needs, and providing solutions that enhance satisfaction and loyalty.
• Skilled in planning, developing, and executing product strategies
• Skilled in understanding and meeting customer needs through effective communication, problem-solving, and service delivery, building customer loyalty and driving repeat business.
• Deep understanding of shopper insights and retail category management
• Skilled in data analytics and reporting
• Manages large budgets with end responsibility (both opex and investments)

Behavioural Competencies

• Lead and motivate teams to achieve organisational goals. 
• Support the professional growth of employees through guidance and feedback. 
• Demonstrate a commitment to enhancing processes and performance. Exhibit strong ability to develop detailed and effective plans.
• Maintains a high level of organisation in managing tasks and resources.
• Proficient in analysing complex data and information to make informed decisions.
• Strong understanding of business principles and practices, including financial management, marketing, and operations.
• Ability to negotiate terms, agreements, and contracts with clients, partners, and vendors.
• Demonstrate a deep commitment to understanding and meeting customer needs.
• Exhibit strong self-awareness and empathy, effectively managing personal emotions and understanding those of others.
• Utilise analytical skills to identify issues and develop effective solutions.
• Employ logical reasoning and critical analysis to evaluate information and make sound decisions. 
• Encourage innovative ideas and approaches to improve products and processes. 
• Continuously seeks new opportunities to enhance products and services. Make informed and timely decisions that align with the company’s strategic objectives. 
• Communicate effectively with diverse audiences, ensuring clarity and understanding. 
   

Kenya Wine Agencies Limited (KWAL) was incorporated in 1969 and over the years KWAL has become a leading East African beverage champion in the manufacturing, exporting and importation of a wide range of alcoholic and non-alcoholic beverages. KWAL is a HEINEKEN OpCo.