JOB TITLE: National Account Manager
IMMEDIATE MANAGER : Director Off Premise – National Accounts
PURPOSE OF THIS JOB
The National Account Manager’s (NAM) main priority is selling and executing Red Bull strategy and initiatives with a set group of National Accounts. Key responsibilities include: owning assigned national account volume quotas, spending budgets and results (Distribution, Price, Promotion, and MPOD); developing productive business relationships with assigned accounts; developing solutions that resonate with customer needs while achieving Red Bull goals; and helping drive best practices by producing excellent results and creating innovative solutions.
MAJOR ACTIVITIES TO ENSURE ACHIEVEMENT OF KEY RESULTS AND DELIVERABLES
1. Management and development of assigned national accounts to deliver assigned volume objectives by achieving the following results:
a. Shelf/Distribution
i. Executes distribution on priority packages in-line with HQSG (Headquarter Sales Group) recommendations
ii. Ensures all assigned national account’s schematics reflect Red Bull standards relative to flow and package mix
b. Price
i. Aggressively sells Red Bull’s Optimum Price program by utilizing best practices and available tools
ii. Customizes presentations to better appeal to customer’s needs
iii. Recommends national accounts prices at < $1.99 and <$2.89 pricing and consistently probes for future retail price plans
c. Promotion
i. Develops annual promotion schedule in accordance with HQSG goals
ii. Creatively sells Red Bull standards and price points in a way that resonates with the customer’s needs
iii. Ensures all promotions are accompanied by effective POS and incremental displays
d. MPOD
i. Customizes sales pitch to achieve account goals while driving effective, permanent displays
ii. Evaluates ROI prior to recommending specific POS or customized solutions
iii. Executes displays in-line with HQSG channel guidelines
2. Management and development of local relationships that influence National Accounts
a. Establishes ‘Wiring Model’ that ensures all local ‘national account’ Decision Makers (DMs) are wired with specific Red Bull personnel
b. Establishes necessary tools and business review templates to ensure Red Bull personnel in the Business Units are reviewing similar data with local ‘national account’ DMs to ensure consistency across the national account’s markets
3. Budgets/Annual Planning
a. Constructs annual Customer Marketing Agreements and manages associated funds for all designated national accounts
b. Thoroughly tracks and controls the budgets to secure alignment with the annual RBNA budgets
c. Manages T&E spending to assigned budget
4. Business Analysis
a. Works with Category Management Team to evaluate ROI with regards to ‘pay-for-space’ agreements and communicates key learnings to HQSG
b. Drives post-promotion analysis, in conjunction with CDM, following all programs to evaluate promotional effectiveness
c. Uses all available RBNA data, information and tools and Category Management support to develop and maintain a position of thought leadership within the Energy Drink Category with assigned National Accounts and Distributor Partners
d. Aggressively pursues business relationships that result in Red Bull obtaining relevant retailer scan data, basket analysis data, etc. that drives future strategy and better understanding of consumer purchase patterns
e. Analyzes thoroughly his business/customers sales to define priorities and focus for the team
5. Business Reviews / Relationships Building Activities
a. Conducts quarterly business reviews to update National Accounts on business, channel competition, opportunities, etc.
b. Proactively shares examples of Red Bull marketing activities to demonstrate key points of difference to competition
c. Consistently presents Energy Drinks as a distinct category and recommends that it be managed as such
d. Provides Energy Insights that drive change in promotion, price, or display practices
e. Routinely engages in activities to build relationships and ‘wire’ national accounts beyond buyer level
6. Communication / Effective Cooperation and Team Work
a. Uses appropriate communication processes (i.e. Chain Alerts and/or others) to keep DPs and DPMs informed of NA programs and initiatives
b. Routinely visits DPs to ensure personal contact and open lines of communication
c. Maintains open communication with relevant Regional Account Manager(s) to ensure effective program implementation at local divisions of National Accounts
d. Communicates regularly and works effectively with all the BU/HQ team. Leverages the input from marketing, finance and category management experts to develop strong plans and conceptual sells to the retailers
TRAVEL
Travel expectations depend on account base and geography, but will be approximately 35% - 40%
KEY RESULTS AND DELIVERABLES (WHAT DOES SUCCESS LOOK LIKE)
1. National Account’s (NA) merchandising reflects RBNA shelf and display standards
2. NAs follow Optimum Price program
3. NAs follow RBNA’s recommended promotional schedule and associated promotional pricing
4. Effective growth for NAs with regards to volume and share
5. Strong business relationships with NAs and local ‘national account’ DMs
6. NAs view National Account Manager as asset to their business and readily communicate growth driving programs
7. DPs and BUs view NAM as value-added partner and strong leader
8. Mines data, best practices, and information from other NAMs/RAMs to ensure consistent learning
KNOWLEDGE, SKILLS AND EXPERIENCE
1. Minimum 8 years Sales and Key Account experience with a strong track record of success
2. Strong analytical skills and experience using internal and external data sources (i.e. Nielsen, PRISM)
3. Excellent communication and active listening skills
4. Strong negotiation skills
5. Innovative, solution-oriented mindset
6. In-depth knowledge of FMCG and DSD industry
7. Self-motivated and able to work independently
8. Must be extremely proficient in Microsoft Excel and PowerPoint
9. University – Bachelor’s Degree preferred
