Key Accounts Manager

About the Role

This role is located within the Demand Sales business. The KAM is the high level contact between KBL and it’s key accounts and will be the “Push” Element in driving profits/NSV, volumes / brand growth. Role is also pivotal in driving trade innovation & creativity in key channels. The role has no contact and interaction with distributors and deals with off trade and future consumption.

Market Complexity

EABL (K) demand has 99% volume share of beer market.  EABL (K) demand is the No.1 FMCG Company in Kenya and East Africa and also markets UDV brands. EABL operates in a very competitive environment that has seen the entrant of new players in the total alcohol category. This necessitates the need for pro-active business approach. EABL is dominant player in the Total Beverage Alcohol business. Various channels are important in distribution and availing the beer to consumers. Trade partnership is also crucial in ensuring that service to consumers is top notch in exceeding consumer expectations.

Market situation is changing rapidly due to the economic situation, declining disposable incomes and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated.  This requires proactive selling to maximise company market share. Trade is evolving and being more sophisticated especially at retail level.

There is increased threat from up and coming players in both beer and spirits especially in the lower and upper end market. The nature of competitors is complex with both illegal and established players operating within a market that has regulatory challenges. The outlets are more demanding, as they become more of profit units/driven vs. social. In certain markets the competition has grown up to even 50% of total alcohol from area centric competitors

Competitors – Registered competitor field of +67 companies operating across various market segments {Regional/brand specific/cultural segments}

Regulatory – Wide range of regulatory gaps and operators who rarely play within the set regulations, illicit brews, tax compliance

Cultural – The alcohol market has a growing base of brews and locally made drinks that do not conform to set standards

Distribution – EABL has 66 distributors across the country, 54 Keg Route Owners and 40 MGDC’S who each face unique and area specific threats and require focussed attention to achieve on targets.

Leadership Responsibilities

This role involves internal liaison at middle/ senior manager level and high level of cross functional support. The KAM is a key strategic contact between KBL and trade partners and is expected to have high levels of respect/contact required.

Purpose of Role

To manage All Take home trade channels, All supermarkets & Convenient Stores, and manage the development and execution of Key Accounts’ plans to achieve mutually defined objectives, profits/NSV and brand growth targets.

Reports To: Head of Off Trade

Top Accountabilities

  • Develop Key Accounts Management Program and Business Plans with Distributor owners / with KPIs maximizing our RTM value chain and working to drive both volume “Push and “Pull” within both distributors and at the retail end
  • To define and deliver stretching Key Accounts business plans and the strategy for their implementation around a total alcohol, one portfolio approach
  • Identify emerging trade trends and insights.  Able to build activity plans at Key Accounts level and innovatively implement at retail
  • Ability to work cross functionally within KBL both beer and spirits
  • Build KA training and development plans in conjunction with sales training (one portfolio beer and spirits)
  • Develop Customer Plans plans and activities matching brands with opportunities
  • Ensure compliance with safety requirements at the work environment
    Qualifications and Experience Required


  • A Bachelors degree in a business related field or equivalent
  • At least 5 years experience in Customer Relationship management role


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About Diageo

Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry.