How to Hire a Key Account Manager in FMCG

Key Account Managers in FMCG manage day-to-day commercial relationships with regional or national retail and foodservice customers. They are the engine room of the sales function — managing orders, promotions, distribution gaps, and developing strong buyer relationships that set the foundation for a National Account Manager career.

Core Responsibilities

• Manage a portfolio of regional or national accounts, owning the P&L and customer relationship
• Build and maintain strong relationships with buying contacts across assigned accounts
• Plan and execute promotional programmes, tracking ROI and adjusting future investment
• Manage listings, de-listings, and distribution performance across the account portfolio
• Prepare and present account plans and commercial reviews to internal and external stakeholders
• Manage order management, forecasting, and supply chain communication for assigned accounts
• Identify and develop new business opportunities within the account (range extensions, NPD)
• Report weekly on account performance against KPIs to Head of Sales

KAM roles almost universally include a company car or car allowance ($4k–$6k). Bonus schemes are typically 10–20% of base salary.

• Degree preferred but not always required
• Field sales background an advantage
• Numeracy and Excel skills essential

Prioritise these signals when reviewing applications for Key Account Manager roles:

• ✓ Named account management experience matching the hiring company's customer portfolio
• ✓ Track record of volume and revenue growth vs target
• ✓ Promotional planning and evaluation experience
• ✓ Relationship management — evidence of building trust with buying teams
• ✓ Category understanding alongside commercial skills

• ✗ Only managed independents or wholesale — no grocery multiples experience
• ✗ Can't articulate what a buyer is measured on or how to align to their agenda
• ✗ Purely executional — no evidence of influencing customer strategy
• ✗ Weak on data — can't discuss promotional ROI or category performance metrics