Regional Key Account Manager - MEWA

The Regional Key Account Manager is a senior, entrepreneurial role responsible for implementing the global Key Account strategy across high-potential DP (Distribution Partner) markets in Africa, Middle East and CIS. The role involves developing and coaching DP Key Account teams, evaluating and optimizing current contracts and investments through detailed value chain analysis (e.g., enforcing global Key Account principles like conditionality), and ensuring the effective execution of negotiated agreements. The goal is to drive sales, volume, and profitability targets for major national, regional and local Key Accounts.

This is a senior, hands-on leadership role requiring a proactive leader and collaborative team player who can set clear objectives and deliver on key initiatives. The Regional Key Account Manager must craft a tailored short- and medium-term vision for the region, based on a deep understanding of international, regional, and local customer needs, as well as DP requirements. The ideal candidate is comfortable taking calculated risks, identifying and capitalizing on opportunities to gain a competitive edge. They should possess a creative, analytical, and influential mindset, with a strong action-oriented approach. Building strategic, long-term relationships with both customers and DPs, while collaborating cross-functionally and internationally within the organization, is critical to success in this role.

Drive Implementation of the Global Key Account Approach

• Roll out the global Key Account strategy across key DP markets, ensuring alignment with Red Bull’s global standards and regional goals.
• Develop tailored implementation plans for each market, considering local dynamics, customer needs, and DP capabilities.
• Ensure consistent communication and alignment between Red Bull’s regional teams and DPs regarding Key Account objectives and expectations.
• Monitor the adoption of the global Key Account approach and provide feedback or adjustments as needed

Develop and Coach DP Key Account Teams

• Conduct regular training sessions and workshops for DP Key Account Managers (KAMs) to enhance skills in negotiation, execution, and strategic planning.

• Share best practices, tools, and frameworks to improve the performance of DP KAMs.
• Actively mentor DP KAMs by providing constructive feedback, ongoing support, and tailored development plans.
• Evaluate DP KAM performance regularly and identify areas for improvement to ensure delivery of exceptional results.
• Accompany DP KAMs to client visit, measure, assess and give feedback on the job

Optimize Contract Performance

• Analyze existing contracts to ensure they align with Red Bull’s execution standards, conditionality & pay for performance elements for Modern Trade and Convenience Key Accounts.
• Work with DPs to renegotiate agreements to maximize ROI and ensure adherence to Red Bull’s business objectives.
• Conduct periodic performance evaluations of contracts, using KPIs such as sales, volume uplift, and profitability.
• Ensure that all agreements include clear execution requirements, such as displays, price communication, and promotional compliance.

Collaborate on Trade Spend Efficiency

• Partner with DPs and Red Bull’s Finance team to conduct value chain analysis and identify inefficiencies in trade spend.
• Work with the team to develop actionable recommendations to optimize trade spend while maintaining execution quality.
• Implement strategies to reduce unnecessary costs and maximize profitability for both Red Bull and DPs.
• Track trade spend performance and ensure alignment with Red Bull’s financial and execution standards.

Implement Red Bull’s Promotional Guidelines

• Train DPs on Red Bull’s promotional principles, ensuring a focus on off-take rather than sell-in.
• Work with DPs to design promotions that meet guidelines, such as limiting discount depth to 25% and requiring retailer participation (50-50).
• Collaborate on promotional planning to ensure volume uplift exceeds the depth of discount and that all promotions deliver positive gross margins.
• Ensure promotions are supported by additional displays and price communication in the main shelf and on displays.

Implement Red Bull Promotional Analysis Tool

• Roll out the tool to evaluate promotions across all markets, ensuring adherence to Red Bull’s promotional guidelines.
• Regularly analyze promotional performance and provide actionable insights to DPs and markets to improve future campaigns.
• Share reports with key stakeholders to track the effectiveness of promotions and their impact on sales and profitability.
• Use data from the tool to identify trends and adjust promotional strategies as needed.

Monitor and Improve Execution

• Track the implementation of contracts and agreements to ensure consistent execution across markets, based on PSA and Winning versus Competition standards.
• Conduct regular reviews and audits of DP performance against agreed-upon standards and KPIs using clear and easy to navigate dashboards.
• Identify gaps in execution and provide actionable solutions to address them quickly.
• Work with cross-functional teams (e.g., marketing, trade marketing) to ensure flawless execution of campaigns and agreements.

Identify and Drive Growth Opportunities

• Analyze market trends, shopper behaviour, and DP performance to uncover new growth opportunities.
• Develop tailored dashboards and reports that provide actionable insights for DPs and markets.
• Share growth strategies with DPs and markets, focusing on increasing market share and maximizing revenue.
• Proactively identify and implement innovative approaches to gain a competitive edge in key markets.

• Minimum 5 years regional sales management incl. key account experience with a proven track record of success on international and regional accounts e.g. int. buying groups, regional or int. retailers, Convenience and discounters
• Successful front line retail negotiation experience and problem-solving skills
• Strong analytical skills and experience using internal and external data sources (i.e. Nielsen, Canadean, etc)
• Excellent communication and active listening skills
• Innovative, solution-oriented mindset
• Self-motivated and able to work independently
• In-depth knowledge of FMCG industry, beverage industry a plus
• In-depth knowledge of retail and impulse/convenience business
• Must be extremely proficient in Microsoft Excel and PowerPoint