Key Account Representative | £20,000 per annum

Job Reference: BAT0003


The Job’s Mission:


To deliver agreed Distribution, Dialogue and Display objectives in line with account objectives.


A Key Account Representative takes ownership of a geographical territory assigned to them. Solely focused on the multiple grocery channel a FMR is responsible for achieving the agreed Coverage, Distribution, Education and Display objectives within the channel.


This includes inventory management in resolving supply chain issues resulting in Out of Stocks and correcting book stocks and SELs. The role is tasked with educating staff in store around the tobacco and NGP market, specifically BAT products, pricing education and all relevant legislations.


The KAR is aligned to a Reach team and reports directly into their assigned Key Account Area Manager.


Reporting to: Key Account Area Manager (Reach)


Key Activities (What)


Business Accountabilities:


In line with The trade coverage plan achieve the agreed calls per day, account specific objectives to successfully grow share of core BAT SKU’s

Educate retailers of the importance of correct gantry management within a plain pack and TPD2 environment

Ensure compliance to account specific trading agreements

Evaluate individual performance to keep on track to achieve objectives

Be responsible & accountable for the accurate recording & reconciliation of all additional resources allocated via multiple reporting methodologies. i.e. client based reporting system & excel based reports.

Consistently maintain accurate outlet information system to enable accurate data to be used for decision making by client management.

Monitor the competitors’ activities and the effects on Trade responses and consumers behaviour and report this information through the appropriate channel.

Develop relationships with customers and trade partners.

Support the aligned region in the achievement of regional performance KPIs

Develop and implement plans that drive volume & share growth of BAT brands with maximum ROI for all the categories including NGP

Utilise available data to correct instore compliance as directed by the Key Account Area Manager

Educate retailers about the new products in  NGP


Operational Accountabilities:


Complete business processes on time in full; ensuring accuracy of information and data

Meet call coverage and frequency targets and identify opportunities

Efficiently manage business and financial assets (vehicles, IT, materials, cash,)

Gather and report on any competitor activity or intelligence


Shopper Accountabilities:


Ensure optimum stock levels for availability and product quality and freshness

Excellence in quality of execution and communication (planogram compliance, innovations)


Customer Accountabilities:


Develop and leverage effective working relationships by giving assistance, advice and support

Leverage targeted retail investment to drive growth of BAT brands with maximum ROI

Ensure compliance to trading agreements including distribution across the Area


Core Competencies (How)

Everyone is measured against the same core competencies for their role. These competencies should help you ensure that you achieve your KPI’s and tasks (as defined above) using the right behaviours.


Drive for Results


Follows Reach way of working and BAT Positive framework in every call.

Understands all targets and KPI’s.

Takes ownership of territory results and strives to achieve them.

Uses all opportunities to maximise brand awareness within regulation allowed on account

Delivers results within given deadlines to the quality standard expected

Committed to deliver the required results

Speaks up when concerned/unclear about how KPI’s will be achieved.


Customer Focus

Demonstrates an ability to listen in order to develop trusted customer and client relationships

Displays a passion to understand clients’ key customers and strategy

Observant in trade and communicates relevant observations effectively

Actively keeps in touch with customers to ensure they are receiving the service at the company standard

Constantly strives to improve levels of customer service

Influences and develops ideas to enhance customer satisfaction

Ensures the delivery of customers’ needs

Demonstrates an understanding of the wider Reach Business as well as the clients business


Team Work


Acknowledges and celebrates team successes

Clearly defines own role within teams

Works with others to achieve objectives

Conveys enthusiasm and commitment, encouraging others to do the same

Shares skills and experience with other team members

Enlist support of line manager and colleagues as appropriate

Communicates openly and honestly with colleagues


Challenge Creativity & Change


Positively reacts to changes to work and objectives and KPI’s

Applies creative thinking techniques to problem solving

Contributes ideas and solutions when applicable

Demonstrates initiative

Willing to explore new ideas and to share best practice

Constructively challenges new ideas and initiatives


Multi Category skill set


Have updated knowledge on all the categories including  NGP

Coach and on the job training of the team to build the knowledge on NGP

Ability to educate the customers on NGP

Ability to negotiate an effective TT&C  with the customers which is consistent across the categories

Effective working relationship with 3P agency and 1-2-1 consumer engagement team for different categories

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