Role Purpose:

Drive profitable Modern Trade growth across the cluster by owning key account plans/JBPs, ensuring world-class in-store execution, and delivering NSV, market share, and working-capital targets in line with CKPL GTM strategy.

2) Key Responsibilities:

Business & P&L Delivery:

- Own cluster-level NSV, volume, and contribution targets across Modern Trade (NKA + Regional/LMT) and Stand-alone MT + GT (where applicable).

- Translate annual/quarterly targets into account-wise plans, channel mix, and execution rhythms.

Key Account Management & JBP Ownership:

- Lead Joint Business Planning (JBP) for assigned NKAs/regional chains (cluster execution + performance delivery).

- Drive assortment, pricing, promo calendar, NPD launch plans, and visibility agreements with chain stakeholders.

Execution Excellence (Store/Outlet):

- Ensure superior OSA, visibility, and planogram compliance through KAM/ASM-driven routines.

- Govern distributor readiness (where applicable), merchandising coverage, and store-level issue closure.

Trade Spend & Profitability Governance:

- Plan, approve (within limits), and control trade spend; ensure ROI discipline, post-event evaluation, and compliance to scheme governance.

- Identify margin levers: mix improvement, packs/price architecture, promo depth/frequency optimization, claims control.

People Leadership:

- Lead and develop KAMs + ASMs: capability building, performance management, coaching, succession pipeline.

- Build a high-accountability cadence (WBR/MBR/QBR) using scorecards and coaching loops.

Cross-functional Collaboration:

- Work closely with Demand Planning, Supply Chain, Finance, Marketing/Category, RGM/Revenue, Customer Service, IT/Digital to deliver JBPs and execution.

- Improve service levels (fill rate, claims, credit notes) through structured root-cause actions.

AI & Data-driven Operating Model:

- Establish a data-first cluster rhythm using dashboards, automated scorecards, and exception alerts.

- Promote adoption of AI/analytics for forecasting, promo ROI, and execution monitoring, ensuring data ethics and governance.

3) Key Deliverables & Outputs:

- Cluster Growth Plan (annual/quarterly/monthly): account targets, promo calendar, assortment priorities.

- JBP Pack per key account: objectives, investment plan, visibility plan, NPD launch plan, expected ROI.

- WBR Dashboard: NSV, volume, contribution, promo performance, execution health.

- Trade Spend ROI Tracker: pre/post evaluation and learnings repository.

- Execution Playbooks: planograms, display standards, promo compliance checklists.

- People Development Plan: skill gaps, coaching plans, readiness milestones.

AI-enhanced outputs (expected):

- Automated account performance narratives (for reviews)

- Promo effectiveness insights (uplift vs baseline; cannibalization flags)

- Exception alerts (OSA gaps, claim spikes, abnormal secondary drops)

4) Required Technical Skills:

- Modern Trade KAM practices: trade terms, claims, promo mechanics, listing, visibility.

- Strong Excel/PowerPoint; dashboards (Power BI/Tableau or internal BI).

- P&L lever understanding: contribution, trade spend, mix, price-pack architecture.

- Comfortable using AI tools for productivity and insights (e.g., copilots for JBP narratives; analytics for ROI/anomalies).

- Data hygiene mindset: master data discipline, outlet mapping, audit trails for spend/claims.

5) Domain & Industry Knowledge:

- Modern Trade structures: NKA vs regional chains, buying cycles, listing processes, shelf management.

- FMCG levers: assortment, visibility, promo mechanics, seasonality, demand volatility.

- Working knowledge of GT fundamentals where stand-alone GT responsibility exists.

- Trade compliance and governance in organized retail.

6) Leadership & Soft Skills:

- Strong negotiation and stakeholder management (retailers + cross-functional).

- High ownership; operates well across ambiguity and multi-geographies.

- Coaching strength; builds high-performance, high-accountability teams.

- Structured problem-solving; data-led influence and decision-making.

- Resilience; compliance-first and ethics-driven judgment.

7) Expected Outcomes & Metrics (KPIs):

Top 5 KPIs (locked):

1. NSV / Net Sales Value

2. Volume

3. Contribution / Gross Margin

4. Trade Spend ROI / Promo effectiveness

5. JBP delivery scorecard (growth, promo calendar adherence, visibility, NPD execution)

6. Supporting measures: OSA/fill rate, market share, execution compliance, claims/credit hygiene.

8) Competency Mapping:

- NSV & Volume: Account planning, execution rigor, forecasting discipline, distributor/store cadence

- Contribution: Margin thinking, mix management, pricing awareness, spend governance

- Trade Spend ROI: Analytical thinking, test-learn loops, post-event evaluation, control mindset

- JBP Delivery: Negotiation, cross-functional leadership, retailer relationship depth, project management

- AI/Analytics Overlay: Uses dashboards/AI outputs to prioritize actions, challenge assumptions, institutionalize learnings

9) Success Behaviours:

- Runs a predictable cadence: plan - execute - measure - learn - scale

- Focuses on a few actions that move outcomes; avoids "activity without impact"

- Builds strong retailer partnerships while protecting CKPL profitability and governance

- Develops bench strength: KAMs/ASMs grow capability and take larger accountability

- Adopts AI responsibly: improves speed/quality without compromising ethics or controls

10) Personas & Stakeholder Map:

- Internal: GM/Sales Head - MT (manager), National MT team, Category/Marketing, RGM/Revenue, Supply Chain & Planning, Finance (commercial), Customer Service, IT/BI.

- External: Chain buyers/category managers, store ops teams, distributors (where applicable), merchandising agencies, promoters.

11) Decision Authority Matrix:

Own / Decide:

- Cluster target breakdowns; account execution plans and review cadence

- Trade investment recommendations and approvals within delegated limits

- Team deployment (KAM/ASM) and execution prioritization across stores/accounts

Recommend:

- Annual JBP investment envelopes; major assortment changes; large visibility partnerships

- Credit/claims escalation resolutions and process improvements

Execute with alignment:

- NPD launch rollouts, promo calendar finalization, major price/pack moves (as per central policy)

12) Challenges & Context Factors:

- Multi-region complexity: AP/TS + KA + West (different chain dominance and execution realities)

- High scrutiny on trade spend/claims/ROI; governance must be airtight

- Supply volatility impacts OSA; requires strong cross-functional alignment

- Data quality/visibility gaps; needs disciplined scorecards and audit routines

- Capability variance across KAM/ASM teams; coaching and standardization needed