(FMCG) Key Accounts & Trade Marketing Manager

The Key Accounts and Trade Marketing Manager is accountable for driving sales growth and trade effectiveness across priority retailers in Singapore and Malaysia. This role owns key account execution, trade planning, and in-store excellence - building strong customer relationships, managing trade budgets, measuring ROI, and leading merchandising execution to deliver commercial targets.

This position reports directly to the Director.

Key Responsibilities

1) Key Account Management (Singapore & Malaysia)

• Manage and grow relationships with assigned retail partners across Singapore and Malaysia

• Own joint business planning (JBP) elements where applicable: growth drivers, promotions, assortment, and execution priorities

• Negotiate and secure trade terms, promotional placements, and visibility opportunities in line with brand and margin objectives

• Resolve customer issues quickly and professionally to protect service levels and commercial outcomes

• Partner with internal stakeholders to ensure alignment on pricing, supply readiness, and promotional deliverables

2) Trade Calendar Planning & Execution

• Build and manage the annual trade calendar, ensuring strong alignment to business priorities, seasonality, and retailer cycles

• Design and execute trade marketing programs (promotions, bundles, in-store activations, visibility, and launches) that drive sell-in and sell-out performance

• Translate marketing strategy into retail-ready plans with clear mechanics, timelines, and execution standards

• Ensure all trade initiatives are executable, compliant, and supported with the right assets (POSM, planograms, promotional materials)

3) Budget Ownership and ROI Management

• Own trade spend planning and day-to-day budget control, ensuring disciplined allocation across accounts and campaigns

• Track spending versus budget, forecast accurately, and ensure timely financial reconciliation

• Evaluate ROI for trade activities using agreed performance metrics (e.g., incremental sales, uplift, distribution gains, visibility compliance)

• Deliver post-campaign reviews with clear insights and recommendations to improve effectiveness and profitability

4) Merchandising and In-Store Excellence

• Oversee merchandising execution standards across assigned accounts, ensuring strong on-shelf availability, visibility, and compliance

• Manage and guide merchandising teams (directly or via agencies/partners), including task prioritisation, performance tracking, and issue resolution

• Drive excellence in shelf presentation: planogram compliance, POSM placement, promotional display execution, and stock health

• Conduct regular field visits to audit execution, coach teams, and strengthen retailer engagement

5) Performance Tracking, Insights, and Continuous Improvement

• Monitor sales performance, distribution, pricing execution, and campaign results turn data into clear actions

• Identify risks and opportunities early (competitor moves, retailer changes, execution gaps) and implement countermeasures

• Provide regular updates to the Director on performance, budget status, execution progress, and key account issues

6) Cross-Functional Collaboration

• Work closely with Marketing, Finance, Supply Chain, and Operations to ensure trade plans are properly supported and delivered

• Ensure clear internal coordination so campaigns launch on time with minimal execution gaps

Success Measures (KPIs)

• Achievement of sales growth targets across assigned retailers and markets

• Trade spend effectiveness and ROI improvement (disciplined investment, measurable uplift)

• On-shelf availability and in-store execution compliance (planograms, visibility, promo execution)

• Strength and retention of existing retailer relationships and service standards

• Quality and timeliness of trade planning, forecasting, and post-activity reporting

Requirements & Qualifications

• 5-10 years of relevant experience (preferably in FMCG), with proven exposure to key account management and/or trade marketing

• Track record of delivering sales growth through retail execution, promotions, and strong customer management

• Strong competence in:

  • Problem-solving (fast, structured, commercial decision-making)

  • Analytical thinking (ROI assessment, performance diagnostics, insight-to-action)

  • Communication (clear stakeholder management internally and externally)

  • Persuasion/negotiation (trade terms, visibility, promotional support)

  • Budget management (planning, tracking, control, reconciliation)

  • Project management (multi-market coordination, timelines, cross-functional delivery)

• Comfortable working in a performance-driven environment with clear commercial accountability

Working Style & Role Expectations

• Flexibility beyond typical work hours is required, including occasional evenings/weekends to support retail activations, store audits, or urgent execution needs

• Willingness to travel within Singapore and Malaysia as business needs require

• High ownership mindset: bias toward action, field execution, and measurable commercial outcomes