JOB SUMMARY
The KAM Manager - Vietnam is responsible for accelerating BIC's business with assigned modern retail customers in Vietnam, with a strong focus on Convenience Store (CVS) and minimart chains. The role owns customer strategy, joint business planning, commercial negotiations, sales delivery, profitability, assortment, distribution, promotion and in-store execution. The position works cross-functionally with Marketing,
Trade Marketing and Distributor to build sustainable partnerships and profitable growth, particularly with WinMart+, Bach Hoa Xanh (BHX), Circle K and GS25.
Roles & Responsibilities
Customer Strategy & Business Growth
• Develop and implement annual customer plans to deliver sales, profitability and market share objectives.
• Lead Joint Business Planning (JBP) with assigned CVS and minimart customers, translating company priorities into customer-specific growth initiatives.
• Identify growth opportunities through customer, category, shopper, pricing, assortment and competitor analysis.
• Drive listings, distribution expansion, assortment optimization and successful new product launches.
Key Account Management & Negotiation
• Own day-to-day and senior-level relationships with assigned key accounts, especially WinMart+, BHX, Circle K and GS25.
• Lead annual and periodic commercial negotiations covering trading terms, promotions, visibility, listings and service requirements.
• Build fact-based customer proposals that balance customer value with company profitability and compliance requirements.
• Monitor customer performance, receivables and contractual commitments, and lead corrective action when required.
Commercial Planning & Execution
• Plan and execute customer promotions, activation calendars and visibility programs, with clear post-evaluation and return-on-investment tracking.
• Ensure product availability, on-shelf visibility, pricing and promotional compliance across customer outlets.
• Coordinate with field sales of Distributor to resolve operational gaps and improve store-level execution.
• Provide accurate sales forecasts and timely business updates by customer and product.
Cross-functional Collaboration
• Partner with Marketing on category stories, shopper activation and new product launches.
• Work closely with Distributor to improve in-store operation, forecast accuracy, order fulfilment and availability.
• Collaborate with Trade Marketing to manage trade investment, customer profitability.
• Share customer and competitor insights to support commercial decision-making.