Key Account Manager (Retail & Brand Marketing) - Toa Payoh

Position Summary

The Key Account Manager is responsible for managing and growing sales through strategic retail key account partnerships while driving brand marketing initiatives to maximise product visibility, sell-through, and market share. This role combines commercial negotiation, account relationship management, and marketing execution to achieve sales targets and strengthen brand presence in the market.

1. Key Account Management

• Manage relationships with major retail accounts (e.g., Guardian, Watsons, FairPrice, Sasa) to achieve sales and profit targets.
• Negotiate annual trading terms, promotional plans, and marketing budgets with buyers.
• Develop and implement Joint Business Plans (JBP) with key accounts, including sales forecasts and growth strategies.
• Monitor sell-in and sell-out performance, identify growth opportunities, and address underperforming areas.
• Ensure timely delivery of stock, accurate order processing, and effective inventory management to avoid OOS (out-of-stock) situations.
• Work closely with the operations and logistics teams to ensure smooth execution of account activities.

1. Brand Marketing & Activation

• Plan and execute marketing campaigns to drive brand awareness and sales in retail channels.
• Coordinate in-store promotions, visual merchandising, and product display compliance.
• Manage marketing budgets, ensuring cost-effective use of resources and ROI tracking.
• Collaborate with brand principals to align on campaign concepts, creative assets, and promotional support.
• Organise product launches, sampling programs, and KOL/influencer activities to generate consumer engagement.
• Oversee production of marketing collaterals and POS materials for both online and offline retail.

1. Business Analysis & Reporting

• Analyse market trends, competitor activities, and consumer insights to shape brand and sales strategies.
• Track and report sales performance, marketing effectiveness, and promotional ROI.
• Provide regular updates to management and brand principals on market conditions and performance metrics.

1. Cross-Functional Collaboration

• Work with internal teams (marketing, operations, finance) to ensure execution excellence.
• Liaise with brand principals on product availability, pricing strategies, and marketing plans.
• Support e-commerce team to align retail promotions with online campaigns for an omnichannel approach.

• Diploma/Degree in Business, Marketing, or related field.
• Minimum 3–5 years of experience in FMCG, beauty, or retail account management.
• Strong negotiation and relationship management skills.
• Proven experience in planning and executing retail marketing campaigns.
• Analytical mindset with the ability to interpret sales data and market trends.
• Excellent communication, presentation, and interpersonal skills.
• Proficient in Microsoft Office and CANVA/ Photoshop.