Brindco - Key Accounts Manager - On-Trade

Key Accounts Manager - On-Trade

Reporting to: State Head

Role Objective:

The Key Accounts Manager (KAM) - On-Trade is responsible for building and growing the brand's presence in key On-Trade accounts including hotels, premium bars, clubs, lounges, and fine dining restaurants.

The role focuses on securing listings, driving menu placements, executing activations, and ensuring sustained secondary sales through strong relationships with decision makers and bar teams.

1. Key Account Development & Sales Growth:

- Identify, onboard, and manage key On-Trade accounts within the assigned territory.

- Secure brand listings and volume commitments across priority outlets.

- Drive consistent secondary sales through repeat ordering and menu usage.

- Personally manage top-tier accounts and high-volume outlets.

2. Menu Placement & Brand Advocacy:

- Secure menu listings, cocktail integrations, and back-bar visibility (as permitted).

- Work closely with bartenders and bar managers to encourage brand trials and advocacy.

- Drive menu refresh cycles and ensure continued brand presence.

- Support signature cocktails and brand-led serves.

3. Activation, Training & Engagement:

- Plan and execute bartender trainings, tastings, and staff advocacy programs.

- Coordinate consumer activations, guest shifts, and account-led promotions.

- Ensure activations are execution-led and sales-oriented.

- Track impact of activations on outlet sales and reorder velocity.

4. A&P Budget & Spend Control:

- Plan and deploy account-wise A&P spends efficiently.

- Ensure spends deliver measurable outcomes-listings, menus, or volumes.

- Track ROI and avoid unproductive discounting or vanity activations.

- Maintain proper documentation and approvals for all spends.

5. Distributor & Internal Coordination:

- Coordinate with distributors to ensure timely servicing of On-Trade accounts.

- Align with sales and logistics teams for smooth stock flow.

- Resolve account-level supply, pricing, or service issues quickly.

- Guide Key Accounts Executives (if applicable) for flawless execution.

6. Market Intelligence & Competitive Tracking:

- Track competitor placements, menu presence, and promotional activity.

- Monitor pricing dynamics and brand share within key outlets.

- Identify new premium outlets, bar openings, and expansion opportunities.

- Share actionable insights with State Head and central teams.

7. Reporting & Compliance:

- Maintain accurate account-wise sales, listings, and activation reports.

- Ensure compliance with excise norms, pricing rules, and promotional guidelines.

- Maintain clean documentation for audits and internal reviews.

Key Deliverables:

- Strong On-Trade footprint with high-quality accounts.

- Consistent menu presence and brand advocacy.

- Predictable secondary sales from key accounts.

- High ROI on activations and A&P spends.

- Strong trade credibility and relationships.

Ideal Candidate Profile:

- 5 to 8 years of experience in On-Trade alcobev sales or premium hospitality.

- Strong network with hotels, bars, clubs, and premium restaurants.

- Good understanding of cocktails, bar operations, and menu dynamics.

- Commercially sharp and relationship driven.

- Comfortable with night market work and high-touch account management.