B2C Key Account Manager

Make Nespresso the best-in-class brand with our strategic partners by ensuring commercial development and brand visibility. The main goal is to increase the sell-out, the turnover and visibility. To ensure that the visibility of Nespresso is consistent with its position on the market and that the Nespresso image is respected.

Market insight:

• Know and analyze the market, its developments and foresee future trends.

• Understand consumer, trade and market insights mastering available analytical tools in the market (e.g. GFK, CRM)

• Monitor, analyze and communicate the actual machine market and turn findings into valuable strategies or concepts

• Understand, check and use coffee machine market data (e.g. GFK, CRM).

• Comply with Nespresso information systems (reporting, NesSoft) to ensure accurate market intelligence and customer relationship management.

Establish the Sales strategy for KA on his/her competence:

• Implementation and development of KA growth strategy and recommend actions to meet goals, based on the Operational Plan

• Actively participate in distribution strategy (prospect, selection, evaluation of the POS according

to Nespresso Strategic Plan)

• Elaborate and implement KA plans and ensure main stakeholders (internal and external -MP) are aligned to them

• Develop sales strategies together with field structure at POS level for machine listing and activities execution

• Establish a competitive set / risk management , using market Insight competition & shopper insight

• Identify and prospect for new national and regional accounts and distributors. Assess their potential with in-depth analysis and develop together with the field organization

Manage relationship with Key Accounts (KA) and partners:

• Build strong relationship with existing and new accounts as well as strong performance mindset, nurture positive and efficient long term relationship all levels, including machine partners.

• Negotiate with the KA the necessary actions and activities to establish Nespresso as category leader

• Generate interest/demand at KA level in the category by communicating consumer trends & developments, and premium positioning of Nespresso.

• Ensure the proper information and alignment with machine partners about the strategies and actions in Key Accounts.

• Support machine partners buyers and field structure with updates about key accounts status, opportunities and threats.

• Develop and implement incentive actions in order to motivate KA and POS Staff to keep Nespresso at top-of-mind.

Build complete KA plan to drive the overall business:

• Execute the B2C sales strategy in collaboration with and through the field structure.

• Identify right contact persons (Buyers, Sales, Marketing) and involve them in the development and

implementation of the Key Account Plans.

• Set up annual targets by Key Account and develop a detailed Key Account business and operational plan.

• Target plans with: new members, machines volume and value, in-store activities, P&L follow-up and reporting.

• Define and agree promotional activities (Windows, In-store displays, Path-to-Purchase, Events, Catalogue, Demos etc.,) with buying office and merchandising head-office team.

• Liaise and coordinate with Trade Marketing to organize those activities. Actively facilitate and implement local initiatives with KA POS's

• Ensure cross functional communication within Nespresso about the activities (F&C, HR, Retail, Supply Chain, Marketing, CRC)

• Forecast management in cooperation with machine partner, vendor, agents.

• Align the global machine supply with consumers demand and market strategy by sharing on Nespresso commercial and marketing activities.

• Ensure accurate sell-in & sell-out forecast per Key Account and implement the contract terms between Nespresso and machines partners.

• Control and ensure sufficient stock level per account. Liaise with machine partner and buying office and KA.

• Ensure perfect coordination of logistics operations towards KAs in collaboration with SC

• Liaise with field structure demo program for KA, including training, coaching and regular visits and assessment.

Shopper experience to get members

• Establish visibility strategy (# POS, type of installation, P2P, machine display): ensure the commitment to Nespresso presence in all concerned stores

• Maintain customer satisfaction and loyalty (demonstration, club/coffee comm., MShopper)

• Execution of machines launches

• Promotional activities & incentives: Innovate and improve promotional mechanics and redemption mechanics

POS

• Function as a Sales Representative for the POS dedicated and of KA's under responsibility.

• Visit POS regularly with sales Promoters according to territorial planning and priorities.

• Monitor and report competitive activities, including periodic visits to SDA channels where

Nespresso is not present.

Category Management/merchandising

• Initiate and implement Category Management initiatives in collaboration with Nespresso Trade Marketing and KAs.

• Implement the Nespresso POSM strategy: Nespresso highest visibility in-store and out-of-store

• Negotiate or adjust POS merchandising investments according to POS classification/potential

• Support the Nespresso corner strategy implementation at the most important stores belonging to

the KAs.

Accountable and responsible to achieve KA agreed targets and KPIs

• Weekly and monthly forecasting and reporting of sell-in and sell-out, machine ranging, number of stores, new members and demonstration days per account. Report and follow-up competitors activities at trade level.

--Mystery Shopper achievement

Sales growth

Sell in / Sell out / NNS

• NM Acquisition / HVC/Recruitment growth

• MS (GFK, NPD, Nielsen)

• Trade CRM

Profitability growth

• Tools that helps to have a better accuracy in investments (POS materials, margin, etc.)

• Investments vs. ROI, pre / post evaluations

• WIN-WIN: Sustainability (long-term) & profitability per key account (creating value): When appropriate – negotiate commercial agreements with KA in collaboration with Sales Manager.

• Be active participant in Monthly Business Reviews inside the organization.

Adhere to all Company principles and policies including Nestlé trade policy, local Sales policy, local Trade Terms, Safety and legal regulations

• Ensure that all commercial B2B activities are managed according to Nestlé and Nespresso business principles

Ensure that all company policies, procedures and business ethics codes are communicated and implemented within the team

• Be accountable for the compliance of sales force with Nespresso B2B quality standards (excellent sales execution).

• Coordinate with accounting to secure accurate payment from KS

Key Experiences:

University degree or extensive practical experience

Successful track record with more than 3 years experience in sales environment in distribution of high end or mass market products

Proven track record in Account Management or Business Development

Category Manager in retail industry

Exposure to customer

Premium Brand Management preferred

Demonstrate expertise in household appliance category or in the coffee branch

Demonstrated success in previous roles