Job purpose and key deliverables
Develop and implement key account plans in accordance to the trade marketing & distribution strategy.
Ensure that consumer segment objectives for key account are met.
Translate marketing strategy into key account for the end-market , with a clear understanding of their decision making processes, strategy and needs
Develop and implement a trade coverage plan for key accounts outlets in order to maximise volume, profit and share performance
Develop and maintain business relationships / partnerships with key accounts outlets
For each key account : Define objectives (e.g. : increase profitability by 10%)Recommend approach (e.g. delivery frequency, call frequency)Define merchandise policies (e.
g. type of product dispenser)Define retail planogram guidelines Define customer trading terms (e.g. bonus, credit, discounts) in the commercial planning, following guidelines from Head of Trade
Ensure that objectives in terms of availability, visibility, volume, margin, quality (e.g. RQI) and customer price of products are achieved for key accounts
Jointly develop trade programmes and activities with Regional Managers to meet objectives set for key accounts within regions
Identify & develop key accounts CDR ability as measured by CDR tools
Assess business performance of BAT and competitors in key accounts in order to enhance effectiveness of developed trade programmes
Support Head of Trade with suggestions for improvements in trade & route to market strategy , clarifying requirements of key accounts
Support Regional Managers in the development of distribution directives of company brands, ensuring that availability is maximised in line with brand strategies, distribution guidelines and market needs
Manage budget for trade programmes developed for key accounts and operational expenses
Propose goals and KPIs for trade programmes developed for key accounts and track ongoing results
Minimise commercial risks
Gather / generate innovative ideas for enhancing trade programmes and develop innovative approaches for key accounts to ensure competitive advantage
Identify and develop business opportunities in strategic accounts
Actively contribute to corporate and brand advocacy
Manage an efficient and effective team through on-job training, motivation and staff development in order to deliver brand and trade programmes that are superior to the competition
Internal : Work closely with Planning and Insights area in order to align trade programmes with objectives and characteristics of outlets of key account and the consumer segments served by themSupport PIM in the cycle planning process, clarifying trade programmes objectives, activities and scheduleProvide insights around key accounts to Brand Managers in the development of brand programmesAssist Marketing Communication Manager in the development of POP material specific for key accounts
External : With key accounts : Develop and manage business relationshipNegotiate trading terms (e.g. bonus, credit, discounts)Develop and manage close relationships with external agencies in order to : Jointly develop effective and efficient trade programmesEnsure that they work in accordance to BAT’s International Marketing Standards
Working at BAT
British American Tobacco is a market leading, global organisation with a long, established history and a bright and dynamic future.
Thanks to our people we have continued to deliver growth and exceed expectations in an increasingly complex and challenging marketplace.
Our aim is to become the leading tobacco company in each of our markets by providing excellent products with confidence and responsibility expected of global consumer brands.
If you have the talent and motivation to help us succeed you’ll find we are equally committed to helping you reach your full potential too.
Pakistan Tobacco Company Limited