Key Account Manager

15 سبتمبر، 2022

0 3 11 دقائق

Job Description

We are the Nestl Nespresso SA Company and are proud to be one of the fastest growing operating unit of Nestl. Our passionate, entrepreneurial-minded team has transformed Nespresso into the reference in portioned coffee and one of the world's most trusted brands. Our growth comes from our commitment to research and development in order to pioneer and be the reference in the portioned coffee sector to provide the very highest quality coffees that could be enjoyed in the comfort of consumers own homes and also savored at out-of-home locations, such as restaurants, hotels, offices and luxury retail businesses. We guarantee quality by taking a careful, thoughtful approach in how we source our ingredients, produce and market our premium coffee products. With corporate headquarters in Lausanne, Switzerland, Nespresso is present in over 60 countries and counts over 12,000 employees worldwide. To learn more visit www.nespresso.com.
Job Success Profile
Position Level: Leaders
Job Family:Generating DemandSub Job Family:General Sales/Key Account Management
Job and Job ID:B2C Key Account ManagerJob Groupings:Manager
Region / Market / Country:Saudi ArabiaPosition Dimensions / Scope Sales Promoters
Location:Jeddah Enter Dimensions / scope
information
e.g. Net Proceeds of Sales (NPS): Number of Units or Factories:
Budget :
Number of direct subordinates / indirect subordinates: Business or Product categories
Company:Nestl Nespresso
Department:Commercial B2C
Position Title:Key Account Manager
Direct Report to:B2C Commcercial Director
Indirect Report to:BEO
Main Purpose of Job
Make Nespresso the best-in-class brand with our strategic partners by ensuring commercial development and brand visibility. The main goal is to increase the sell-out, the turnover and visibility. To ensure that the visibility of Nespresso is consistent with its position on the market and that the Nespresso image is respected.
Key Outputs: List the main results which the job must deliver in order to achieve its purpose.Measurements / Performance Indicators
Market insight:
. Know and analyze the market, its developments and foresee future trends.
. Understand consumer, trade and market insights mastering available analytical tools in the market (e.g. GFK, CRM)
. Monitor, analyze and communicate the actual machine market and turn findings into valuable strategies or concepts
. Understand, check and use coffee machine market data (e.g. GFK, CRM).
. Comply with Nespresso information systems (reporting, NesSoft) to ensure accurate market intelligence and customer relationship management.
– Weighted Distribution
– % of Market Shares
– Nespresso HH & regions penetration
– Coffee capsules evolution in respective KA's, including generic
Establish the Sales strategy for KA on his/her competence:
. Implementation and development of KA growth strategy and recommend actions to meet goals, based on the Operational Plan
. Actively participate in distribution strategy (prospect, selection, evaluation of the POS according
to Nespresso Strategic Plan)
. Elaborate and implement KA plans and ensure main stakeholders (internal and external -MP) are aligned to them
. Develop sales strategies together with field structure at POS level for machine listing and activities execution
. Establish a competitive set / risk management , using market Insight competition & shopper insight
. Look and prospect for new national accounts. Assess their potential and develop together with the field organization
– Negotiate annual KA plan (follow up MP Plan also)
– Definition of KA strategic role
– # and value of new members vs. targets (OP, LE) per KA
– % of market share
– ND and WD distribution
– ROI of promotional activities in the KA
Manage relationship with Key Accounts (KA) and partners (if present):
. Build strong relationship with existing and new accounts as well as strong performance mindset, nurture positive and efficient long term relationship all levels, including machine partners.
. Negotiate with the KA the necessary actions and activities to establish Nespresso as category leader
. Generate interest/demand at KA level in the category by communicating consumer trends & developments, and premium positioning of Nespresso.
. Ensure the proper information and alignment with machine partners about the strategies and actions in Key Accounts.
. Support machine partners buyers and field structure with updates about key accounts status, opportunities and threats.
. Develop and implement incentive actions in order to motivate KA and POS Staff to keep Nespresso at top-of-mind. – Satisfaction and loyalty of KA stakeholders
– % of attendees of KA main stakeholders to Nespresso events
– % of participants in Nespresso Academy
– # Machine partners MGMT: meetings, plan accuracy, service level agreement
– # of Academy training sessions per year per KA
Excel in execution. Build complete KA plan to drive the overall business:
. Execute the B2C sales strategy in collaboration with and through the field structure.
. Identify right contact persons (Buyers, Sales, Marketing) and involve them in the development and
implementation of the Key Account Plans.
. Set up annual targets by Key Account and develop a detailed Key Account business and operational plan.
. Target plans with: new members, machines volume and value, in-store activities, P&L follow-up and reporting.
. Define and agree promotional activities (Windows, In-store displays, Path-to-Purchase, Events, Catalogue, Demos etc.,) with buying office and merchandising head-office team.
. Liaise and coordinate with Trade Marketing to organize those activities. Actively facilitate and implement local initiatives with KA POS's
. Ensure cross functional communication within Nespresso about the activities (F&C, HR, Retail, Supply Chain, Marketing, CRC)
. Forecast management in cooperation with machine partner, vendor, agents.
. Align the global machine supply with consumers demand and market strategy by sharing on Nespresso commercial and marketing activities.
. Ensure accurate sell-in & sell-out forecast per Key Account and implement the contract terms between Nespresso and machines partners.
. Control and ensure sufficient stock level per account. Liaise with machine partner and buying office and KA.
. Ensure perfect coordination of logistics operations towards KAs in collaboration with SC
. Liaise with field structure demo program for KA
– Annual Key Account plans presented to Management at beginning of each year. Quarter reviewing.
– % of budget and plan accuracy: control & management
– Value of investment per machine sold per KA
– Value of investment per new member
– % of contribution of KA in global results
– % of accuracy in the investment balanced between KA's strategic role
– # meeting and sharing processes in place with KA's
– # meeting and sharing processes in place with partners
– DPA % accuracy to contribute to a better planning
– Demo efficiency indicators: avg machine sales / demo, demo with zero sell out, number of registrations/orders vs. machines sales (Aurora)
Shopper experience to get members
. Establish visibility strategy (# POS, type of installation, P2P, machine display): ensure the commitment to Nespresso presence in all concerned stores
. Maintain customer satisfaction and loyalty (demonstration, club/coffee comm., MShopper)
. Execution of machines launches
. Promotional activities & incentives: Innovate and improve promotional mechanics and redemption mechanics
POS
. Function as a Sales Representative for the POS dedicated and of KA's under responsibility.
. Visit POS regularly with sales Promoters according to territorial planning and priorities.
. Monitor and report competitive activities, including periodic visits to SDA channels where
Nespresso is not present. – # and value of sell-out and sell-in
– New members volume and value
– Tasting & Permanent POSM % of penetration
– # of KA employees trained officially by Nespresso (Academy, POS training)
– P2P: % coverage according with KA role & Strategy ensured in main campaigns and in due time
– # of visits to the stores of KA's under responsibility
– Int'l Mystery Shopper result – target as per HQ recommendation
– Int'l Customer voice scoring – target as per HQ recommendation
Category Management/merchandising
. Initiate and implement Category Management initiatives in collaboration with Nespresso Trade Marketing and KAs.
. Implement the Nespresso POSM strategy: Nespresso highest visibility in-store and out-of-store
. Negotiate or adjust POS merchandising investments according to POS classification/potential
. Support the Nespresso corner strategy implementation at the most important stores belonging to
the KAs. – P2P: # of events implemented, POS coverage & quality
– Numeric & weighted distribution of SKU'S and machine ranges
– % of machines listed Vs. space of Nespresso Vs. Competition
– Ensure Nespresso area as a whole category in store — Machines displaying + tasting together
– No out of stock periods (machine partner MGMT)
Accountable and responsible to achieve KA agreed targets and KPIs
. Monthly reporting of sell-out, machine ranging, number of stores, new members and demonstration days per account. Report and follow-up competitors activities at trade level
Sales growth
Sell in / Sell out / NNS
. NM Acquisition / HVC/Recruitment growth
. MS (GFK, NPD, Nielsen)
. Trade CRM
Profitability growth
. Tools that helps to have a better accuracy in investments (POS materials, margin, etc.)
. Investments vs. ROI, pre / post evaluations
. WIN-WIN: Sustainability (long-term) & profitability per key account (creating value): When appropriate – negotiate commercial agreements with KA in collaboration with Sales Manager.
. Be active participant in Monthly Business Reviews inside the organization. Accountability on agreed KPI : Weekly follow-up on all KPIs ( Sell In vs. OP, Sell Out vs. OP/LY, Market Share vs. OP, DPA vs. OP)
Sales growth vs. previous year / YTD and per specific accounts, and per POS
Annual (sell out figures)
Profitability
– Conversion rate from machine sell to % club new acquisition
– Investment per 1 machine/machine sold according to KA/POS
– Volume and value of New members recruited by KA
Adhere to all Company principles and policies including Nestl trade policy, local Sales policy, local Trade Terms, Safety and legal regulations
. Ensure that all commercial B2B activities are managed according to Nestl and Nespresso business principles
Ensure that all company policies, procedures and business ethics codes are communicated and implemented within the team
. Be accountable for the compliance of sales force with Nespresso B2B quality standards (excellent sales execution).
. Coordinate with accounting to secure accurate payment from KS
Key Relationships Internal to Nestl Group: (shared / conflicting interests)Key Relationships External to Nestl Group (shared / conflicting interests)
Nespresso HQ:
. HQ International Trade Marketing
. Zone Management
. Nespresso local market: All functional departments (B2C, CRC, IT, TQM, F&C, B2C, B2B , Marketing, CRM, HR)
. Nespresso Market Head
Nestl in the Market (NIM): Sales teams in another businesses working the same KA's Machine Partners / Vendors / Agents
Assigned Key account customer: Buyer/Category Manager/Logistic/Financial/Sales personnel in store/ Marketing/ Visual Departments.
3rd party providers (outsourcer partners, promotional handling, delivery partners…)
Consultants, Demo Agencies.
Strategic alliances with different buyers in order to capitalize all the Visual Points of with the consumer inside the POS.
Key Experiences:
What experiences are key to success in this jobKnowledge: Nestl Corporate/ Functional / Market / Business/ Organizational
What specific organizational information should the incumbent have to be effective in their role
University degree or extensive practical experience
. Successful track record with more than 3 years experience in sales environment in distribution of high end or mass market products
. Proven track record in Account Management or Business Development
. Category Manager in retail industry
. Exposure to customer
. Premium Brand Management preferred
. Demonstrate expertise in household appliance category or in the coffee branch
. Demonstrated success in previous roles 1. Core knowledge of the 10 Principles and expert knowledge in our areas of responsibility. (mandatory – do not remove or change)
1- Deep understanding of the retail/trade environment and constraints/opportunities (market insight: demonstrate a clear and deep knowledge of the local market and mastery of the local processes and procedures, knowledge of mass market national chains or chains of household appliances.)
2- Knowledge of core Business Processes and Fundamentals (Road maps, Nestl/Nespresso): Market Business Strategy, Operational Plan, Dynamic Forecast process, Understanding of the financial processes, pricing for example, P&L structure, Monthly Business Planning procedure (MBP).
3- Knowledge of Key Documents (Blueprints, Trade Marketing guidelines, HR Policies, Nestl Management and Leadership Principles, Nestl Code of Conduct)
4- Good knowledge of competition law: Nestl trade policy, local Sales policy, local Trade Terms, Safety and legal regulations.
5- Knowledge of Customer Best Practice, Market Intelligence, Category/Channel/ Shopper trends (able to analyze figures (Nielsen, GFK…), Customer & Trade Management. SDA Trade category, how to establish sustainable customer relationships.
6- Premium Brand positioning understanding.
7- Capacity to understand all Sales functions including NIM (Nestl in the Market) and other functions (Marketing, Finance, HR, Supply Chain, Technical and IS/IT, (Sales/Distribution, Customer Planning, Financial Reporting, Quality)
8- Knowledge in quality & Safety Management (NQMS)
9- Project Management understanding
10- Detailed knowledge of Windows IT environment
Nestl Leadership Framework
These are the leadership behaviors required as defined by the
position level of the roleFunctional Competencies
These are the core functional competencies and the appropriate skill level
that is required to be effective in the role
Insight
. Benchmarks to discover opportunities for competitive advantage
. Considers the broadest possible views (internal and external) of issues and challenges
. Anticipates consequences and impacts of actions on others
. Draws connections between facts, ideas, and situations
. Simplifies complex issues into easily understood elements
. Engages and partners with outside stakeholders to maximise Nestls contribution to society CompetencySkill Level
Drive Channel/Customer Knowledge 4. Can do alone
Drive Sustainable Profitable Growth 4. Can do alone
Energize & Engage
. Creates a climate of trust in which people want to do their best
. Understands and motivates diverse individuals and groups
. Invites input from others and creates shared ownership and visibility
. Supports team in successes and failures
. Recognises contributions and celebrates successes
. Helps others to understand the importance of their contribution to the overall vision and goals
Effective Business Planning 4. Can do alone
Effective Selling 4. Can do alone
Effective Negotiation 4. Can do alone
Enable Results Through Others
. Aligns the strategy across the organisation through a pragmatic combination of a clear long-term vision and the achievement of day-to-day goals
. Sets challenging team goals and clear standards for success
. Aligns the work of team members toward shared goals
. Creates alignment across functions where needed
. Delegates appropriately and trusts people to perform
. Measures progress and results and ensures accountability
. Provides the information and resources to achieve results
. Empowers individuals to solve problems, make decisions and improve processes
Drive Excellence in Execution 4. Can do alone
Integrated Customer Relationships and Collaboration 3. Can practice with help
Coach & Develop
. Leverages performance, development and talent
processes to build people capabilities
. Provides challenging and stretching tasks and assignments to drive development
. Coaches others (listens, questions, challenges) to find their own answers
. Gives direct actionable feedback
. Addresses difficult issues in a timely manner
. Aligns career expectations and actively supports career development
. Builds diverse teams
Other sales functional competencies may not be core or they have been acquired before this role
Other Personal Qualities
Other personal attributes not reflected in the NLF that will enable success
Influence with Integrity
. Adapts behavior and communication style to the needs of the audience
. Credibly communicates a well developed point of view
. Finds common ground and solutions for the benefit of the group
. Develops relationships with key decision makers
. Anticipates reactions and objections from others and is prepared for them
. Must have a strong work ethic, integrity and total honesty (transparency and trust)
. Strong enthusiasm/passion for the product
. Strong customer focus
. Excellent ability to work with a field team
. Excellent verbal and written communication style
. Strong interpersonal skills/good at networking
. Creativity, open mind, work across the boundaries
. Strong planning/project management skills
. Excellent analytical skills
. Entrepreneurial and self starter
. Ability to act independently respecting company policies, guidelines and strategies
. Ability to work under pressure
. Attention to details and precision
. Languages: fluency in Dutch and English
Courage
. Constructively questions current practices and processes
. Willing to be the only champion for an idea or position
. Acts as an ambassador for company change even when the change is unpopular
. Respectfully says what needs to be said, even with those more senior
. Supports team to take appropriate risks
. Remains composed, does not become defensive or irritated when times are tough
. Enhances understanding and commitment to change by involving those affected
. Credibly communicates and leads change
Nestl is the largest food and beverage company. We are 308,000 employees strong driven by the purpose of enhancing the quality of life and contributing to a healthier future. Our values are rooted in respect: repect for ourselves, respect for others, respect for diversity and respect for our future. With more than CHF 91.4billion sales in 2018, we have an expansive presence with 413factories in more than 85countries. We believe our people are our most important asset, so we'll offer you a dynamic inclusive international working environment with many opportunities across different businesses, functions and geopraphies, working with diverse teams and cultures. Want to learn more Visit us at www.nestle.com.