Associate Manager Key Accounts

Overview:

The Associate Manager Key Accounts will be responsible for driving growth in the Modern Trade channel, managing strategic customer partnerships with International and Local Modern Trade accounts, including supermarkets, hypermarkets, convenience formats, and emerging players. The role combines end-to-end Key Account Management with Modern Trade Channel Development, ensuring strong customer partnerships, excellence in in-store execution, efficient trade investments, and sustainable category growth.

Responsibilities:

1. Key Account Management

• Manage and grow strategic Modern Trade customers (e.g., Supermarkets, Hypermarkets, Convenience Chains, Cash & Carry etc) & Customers in AFH Recreation vertical.
• Lead joint business planning (JBPs) with customers to deliver volume, revenue, and category growth.
• Handle full customer lifecycle: negotiations, conversions, activations, renewals, and retention.
• Drive visibility and in-store execution excellence through shopper-focused activations.
• Manage customer-level P&L, trade terms, and investment planning.
• Collaborate with Bottlers and internal stakeholders to deliver consistent and impactful execution.

2. Modern Trade Channel Management

• Partner with Global and Local PepsiCo/Bottling teams to shape the Modern Trade channel strategy.
• Develop and roll out channel playbooks, toolkits, and execution guidelines to ensure best-in-class in-store performance.
• Lead shopper studies, insights generation, and category management initiatives to guide trade strategy.
• Ensure channel hygiene, price-pack architecture compliance, assortment optimization, and execution standards across banners.
• Build channel capabilities and processes to deliver growth sustainably.

3. Promo & Trade Strategy

• Design and execute efficient trade promotions to maximize ROI and customer profitability.
• Track promo effectiveness, trade terms, and investment efficiency.
• Align with Finance, Marketing, and Supply Chain to ensure flawless promo planning and execution.
• Optimize pricing strategy, discounts, and pack/channel strategies in line with shopper insights.

4. Cross-Functional Collaboration

• Partner with Marketing, Revenue Management, Supply Chain, and Finance to deliver aligned business outcomes.
• Drive joint planning and category development initiatives with customers and bottling partners.
• Act as the voice of Modern Trade customers and shoppers within PepsiCo.

Qualifications:

• Bachelor’s degree in Business, Marketing, or related field (MBA preferred).
• 4–7 years of experience in Key Account Management, Trade Marketing, or Channel Development, preferably in FMCG/Consumer Goods.
• Strong commercial acumen, negotiation, and relationship management skills.
• Proven experience in managing Modern Trade customers and activations.
• Knowledge of shopper insights, promo management, and category management tools.
• Strong analytical mindset with ability to translate data into actionable strategies.
• Excellent stakeholder management and cross-functional collaboration.

Key Competencies

• Customer & Shopper Centricity
• Trade Strategy & Commercial Acumen
• Negotiation & Influence
• Execution Excellence in Modern Trade
• Insights & Data-Driven Decision-Making
• Cross-Functional Collaboration
• Agility & Problem-Solving

Success Measures (KPIs)

• Achievement of Modern Trade volume, revenue, and share targets.
• Execution of playbooks, toolkits, and in-store visibility standards.
• Delivery of efficient promotions and trade investment ROI.
• Strengthened partnerships with Modern Trade customers through JBPs.
• Shopper insights embedded into channel strategy and execution.