Job Description :

Company : HUL

Department : CD & Sales

Job Title : Key Account Executive

1. PLACE IN ORGANISATION :

The KAE reports to the Key Account Manager. He/She does not have any HUL employees as direct subordinates. He/ She works in tandem with other functions viz. CM, CD-Ops, CDFinance,CD-Supply Chain & branches. He would also assist the KAM in handling the account portfolio. He would also independently manage some smaller chains or alternatively verticals in big chains.

2. EXPECTED WORK :

The KAE is the first point of contact for the category buyers for the Accounts that the works with. He/She is primarily responsible for smooth operations/execution in the account. He is responsible for customer management, sales growth & market share of for the account.

The key responsibilities are :

- Assists the KAM in firming up the Monthly forecasts and number with Internal Customer Marketing & CD Ops.

- Assists the KAM in meeting the monthly / annual sales number.

- Assists the KAM in preparing Review material for the account every week and every meeting with account and internally.

- Coordinates with the accounts and gets details of store openings, thereby tracking organic growth

- Negotiates the ops with buyers of chains

- Coordinates with Internal Team (Field Trade Marketing, Shopper Marketing, Internal Trade Marketing, Supply Chain etc.) for ensuring networks are on time for promotions,stocks, events etc.

- Tracks POS data for accounts location wise (Micro marketing opportunities) and scans for opportunities and gets the same across to Customer Marketing for promo planning

- Tracks & provides commentary (both internally & to the customer) on special events like new item launch.

- Promotional evaluation, customer point of sale information analysis and tracking of key initiatives in the ACCOUNT.

- Utilize P.O.S. shipment data and standard reference material to assist in the preparation of Customer presentations.

- One of the key deliverables for the KAE shall be to leverage his understanding of the retailers /customers and their ways of working would be critical to drive Customer Delight.

3. RESOURCE TO BE MANAGED UNDER POSITIONS AUTHORITY :

The KAE would deliver an NPS of about Rs 65-70 crore (average/pa). KAE shall liase with the KAM & the Customer marketing team for spends related to activities/promotions etc.

4. PROBLEM SOLVING :

Give upto 5 examples

The problem solving done by the KAE is of an operational nature with key customers, but is very critical in ensuring customer delight to drive share of shelf and share of wallet.

Examples :

- The KAE needs to liaise with the buyers/merchandising managers to negotiate ops to be run in the account nationally/regionally. He needs to push and drive the HUL Customer Marketing agenda in the account and thereby gain more share of shelf for HUL. He needs to negotiate and convince the customers on the same.

- He needs to use the POS data mining software; look for opportunities for our categories/brand at a city level, and share the same with customer marketing teams so that appropriate plans can be made.

- He needs to manage profitability of the account. He needs to understand the interplay between the various investment and profit drivers and manage them.

- He needs to coordinate with the front end execution teams of the CDM - the MTASs, 3P merchandisers etc and ensure that our commitments to the account are met.

- He needs to work in tandem with AM and Customer Marketing to build plans for categories(wherever there are market share issues) and execute them.

- He needs to support the AM in forecasting using the POS data.

5. CHANGE :

- The KAE job by nature requires him to generate practical yet creative solutions to improve execution in his accounts. He could innovate in the areas of POSM, Ops, Merchandising, Promotion, Customer satisfaction & ways of working in his day to day job

Examples :

- The KAE can look at the POS data and innovate on the promotional calendar by region/city as per opportunities.

- In the area of promotions, he can plan account specific (anniversary & store opening) plans and execute is in store

- He along with the Central TMO can explore custom branding options in various stores so as to increase the impact of our presence in the store

- He can design ways of working for the account, by sharing the same with the backend MT CSE/Customer Marketing Teams so as to cater to specific needs of his customer

6. TASK HORIZON :

- The outcome of most decisions taken by a KAE can be known by the end of the MOC/2 MOCs(when market share data is available). Hence the task horizon is about a quarter. However, some important actions taken by the KAE towards relationship management have an impact only after a consistent effort over 3 to 6 months.

7. LATERAL CONTACTS :

- He needs to work closely with the following people on a day to day basis

- Central Trade marketing Managers/officer

- Central Customer Service Managers/Officer

-Central CD Ops officers/manager

- Branch Sales Teams

- He also needs support from the following departments for delivering on his job objectives

- Commercial team

ACCOUNTABLE FOR :

- Market Share in the account for HUL and key categories

- QOP and Annual Sales Targets

- Perfect Stores

9. ENVIRONMENT :

- The KAE manages contact with various key decision makers across the hierarchy in the modern trade accounts that he/she handles. He/She also handles contact with the merchandising partners

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