On Trade KA Manager

Date: Jun 2, 2024

Location: Singapore, 01, SG

Company: Suntory Global Spirits

What makes this a great opportunity?

Manager, On-Trade KA drives pull demand at the outlet level, focusing on image driven Tier 1 and 2 outlets, and selected volume driven Tier 3 outlets, achieved through high-quality calls and activations opportunities and supports development of On-Trade strategy and direction for volume driven outlets and focus on planning and training executives who are a more on-the-ground, frontline role focusing on execution and identifying outlet-level opportunities. This role will lead allocate team members by territory to understand consumer journey across different types of account.

Role Responsibilities

•    Achieve agreed sales volume, distribution, revenue targets and other objectives through effective territory and people management.
•    Increase brand presence and trials of strategically important brands
•    Responsible for managing the day-to-day activities of on trade key account specialists, ensuring they meet their goals, and win over competition.
•    Develop and execute sales plans and strategies to achieve sales targets, maximize market share, and improve sales results
•    Recruit, hire, and train new sales specialists, and support the sales team by maintaining high level standard
•    Set goals in collaboration with Distributor to achieve monthly, quarterly and annual on-trade targets
•    Work with wholesalers  and wholesalers manager lead to track/monitor progress and ensure all goals are achieved
•    Successfully execute all on-premise events and use company created tracking and execution recaps as provided
•    Conduct monthly/quarterly/yearly planning and market performance recap/review sessions with wholesalers’ teams to identify areas of opportunity and risk
•    Lead to build and enhance relationship with key on-trade accounts in order to obtain category buy in and support of the BSI portfolio for the short, medium and long term growth.
•    Manage all Sales Expenses within budget, and manage all BSI POSM
•    Partner with trade marketing to reinforce on-trade commercial excellence by partnering the key accounts (on-trade) in executing best in class key account marketing and on-trade engagements plans
•    Monitor productivity and performance


Functional Competencies
•    Distributor and wholesaler management
•    Singapore On trade channel & knowledge
•    On trade engagement acumen and reporting
•    Strong relationship building skills
•    Strong commercial acumen, good balance between brand awareness and financial sensibility
•    Strong sales & negotiation skills and Trade marketing experience
•    Planning and organising
•    Good presentation and communication skills


•    Excellent on-trade channel sales & trade marketing experience in the Alcohol Beverage of FMCG categories nationally preferred. 
•    6-8 years’ experience in managing teams within on-trade channel & working with cross-functional teams, achieving goals on-time and with limited resources
•    Proven track record for cultivating strong relationships with key external & internal partners that have resulted in strong distribution & depletion growth
•    Demonstrated ability to define and successfully deliver complex projects with superior results—from business case development, negotiations through deployment 
•    Ability to deal with ambiguous problems and build solutions with proper project management 
•    Ability to influence multiple stakeholders and lead cross-functional projects 
•    Support the local channel strategy for the organization and takes accountability for outcomes and ongoing results, always seeking improvement 
•    Successfully builds relationships and earns the trust and rapport of distributor partners and key customers at multiple levels, across multiple functions 
•    Has a strong local mindset to unite and unleash the power of collective BSI & distributor team expertise and resources

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