National Key Account Sales Manager

Role purpose

We are looking for a high-performing Sales Manager to drive business growth across Modern Trade (Key Accounts) and Traditional Trade (Distributors & Retail Network). The role will be responsible for expanding market presence, achieving revenue targets, strengthening channel relationships, and executing sales strategies across multiple trade formats.

Identify, open, and scale new sales channels beyond traditional retail to drive incremental growth for baby food and snacks.

Key Responsibilities

Sales & Revenue Growth

• Drive monthly/quarterly sales targets across MT and GT channels

• Develop and implement territory and account-level sales plans

• Identify new business opportunities and expand distribution footprint

Modern Trade (MT) – Key Account Management

• Manage relationships with key modern retail chains (e.g., Carrefour, Lulu, Spinneys, etc.)

• Negotiate listings, promotions, pricing, and trade margins

• Plan and execute in-store visibility, merchandising, and category growth initiatives

• Coordinate with marketing for joint business plans (JBP) and campaigns

Sales and relationship management for key accounts on modern trade and e-commerce platforms. Planning, tracking and negotiations for sales and brand growth. Planning and implementing of BTL marketing. Sales planning and reviews with respective channels. A&P budget tracking and management.

• Manage end-to-end relationships with assigned key accounts (modern trade, pharmacy, specialty baby stores)

• Develop annual joint business plans (JBP) including sales targets, promotions, listings, and activations

• Negotiate pricing, trade terms, promotions, listing fees, and shelf space

• Drive distribution expansion for new launches (e.g. puffs, rusks, yogurt melts)

• Plan and execute in-store promotions, sampling, and seasonal campaigns

• Monitor sell-in / sell-out, stock levels, and forecast demand accurately

• Work closely with marketing, supply chain, and regulatory teams

• Track competitor activities, pricing, and category trends

• Ensure compliance with local regulations (e.g. infant food marketing restrictions)

Channel Expansion & Market Development

• Expand reach into new geographies and trade segments

• Build strong networks with wholesalers, retailers, and local trade partners

• Track competitor activities and market trends

Sales Operations & Reporting

• Maintain accurate sales forecasts, reports, and MIS

• Monitor stock levels, sell-through, and distributor performance

• Ensure timely collections and adherence to credit policies

Requirements

Key Skills & Competencies

• Strong understanding of Modern Trade and General Trade dynamics

• Experience in distributor management and key account negotiation

• Excellent communication and relationship-building skills

• Analytical mindset with strong execution focus

• Ability to work in fast-paced startup or high-growth environments

• Proficiency in MS Excel, CRM tools, and reporting

Experience

• 4–8 years of sales experience in FMCG, Consumer Goods, Retail, or Food & Beverage

• Proven track record managing both MT accounts and GT distribution

• Experience working with retail chains and distributor networks is essential

What Success Looks Like in This Role

• Increased distribution reach and retail penetration

• Strong key account performance and profitable growth

• Improved secondary sales and in-store execution

• Healthy distributor relationships and consistent revenue delivery