Role Overview

The role is responsible for achieving secondary sales targets in key accounts, ensuring adherence to Trade Terms (TOT), driving visibility as per ANI guidelines, and executing promotions, activations, and merchandising plans. The position also involves distributor management, people development, and effective coordination with regional and local teams to ensure maximum business output.

Key Responsibilities

1. Achieve Sales & Visibility Targets

- Accomplish secondary sales targets for assigned key accounts.

- Coordinate with accounts at the local level to ensure visibility in line with ANI guidelines and TOT adherence.

- Support and execute planned promotions, activations, and store-level activities.

- Implement agreed planograms with the support of merchandisers.

2. Sales Process & Distributor Management

- Manage key account distributors, covering forecasting, stock management, sales reporting, claims, infrastructure, and staff training.

- Ensure optimum Stock Turn Ratio (STR) and high fill rates for ANI products.

- Maintain the credit index as per TOT agreements.

- Educate and train distributors on ANI systems and processes.

- Monitor distributor compliance with service levels, stocking, and credit terms.

- Review distributor financial health and ensure timely claim settlements.

3. Relationship Management

- Build and maintain strong relationships with key accounts at all levels.

- Monitor competitor practices and share market intelligence.

- Provide feedback to the Regional Account Manager (RAM) and account managers regarding account operations.

4. Merchandising Operations

- Oversee merchandising activities to ensure maximum in-store impact.

- Analyze data collected by merchandisers and implement action points.

- Update beat plans regularly to optimize productivity.

- Maintain quality standards for merchandisers and conduct quarterly joint working.

- Act as the main contact for merchandising agencies in the region.

5. Local Accounts & Territory Management

- Assist the Account Manager in creating annual business plans for local accounts.

- Provide rolling sales forecasts for local accounts to RAM and ASM.

- Participate in TOT negotiations and support rollouts.

- Plan and execute activities, promotions, and launches for local accounts.

- Monitor cost-to-sales ratios and ensure spends are within approved limits.

6. People Management & Development

- Facilitate hiring and induction of ISRs in alignment with ANI ways of working.

- Improve ISR effectiveness through ongoing training and coaching.

- Manage ISR working plans (PJP, itinerary, expenses, etc.).

- Conduct periodic performance reviews and provide feedback.

Key Skills & Competencies

- Strong sales and negotiation skills.

- Excellent relationship management and communication abilities.

- Proficient in sales forecasting, data analysis, and market trend assessment.

- Experience in distributor and merchandising management.

- Ability to lead and develop sales teams effectively.

Qualifications & Experience

- Graduate/MBA in Sales, Marketing, or related field.

- 4-8 years of experience in key account management, preferably in FMCG.

- Proven track record in achieving sales targets and managing distributors.