1. Role Objective

To lead and own the development and execution of Nongfu Spring's key account (KA) strategy in Malaysia through distributor partners. This role will collaborate closely with the appointed distributor to build strong modern trade capabilities, drive executional excellence, and ensure alignment with Nongfu Spring's commercial priorities.

The position does not directly manage key account customers, but plays a critical strategic and leadership role in shaping distributor strategy, execution standards, and performance delivery.

2. Key Responsibilities

a. Key Account Strategy Development

Develop the national KA strategy and annual business plan with the appointed distributor, aligned to Nongfu Spring's sales and marketing goals.
Define customer priorities, trade terms structure, and promotional frameworks for modern trade channels.
Guide the distributor in planning and executing joint business plans (JBP) with key retailers to achieve category and brand growth.

b. Distributor Collaboration & Capability Building

Serve as the primary contact and advisor to the distributor's KA team, supporting the setup of KA systems, templates, and performance review mechanisms.
Coach and mentor the distributor team in account management, negotiation planning, and performance analytics.
Evaluate and approve distributor proposals, ensuring strategic alignment and ROI effectiveness.

c. Sales & Business Performance

Track and analyze KA channel performance versus plan; identify opportunities for growth and corrective action.
Lead monthly business reviews with the distributor to assess progress and ensure corrective measures are implemented.
Work with Trade Marketing and the distributor to deliver in-store activation excellence, distribution expansion, and category visibility.

d. Cross-functional Collaboration

Collaborate with marketing, supply chain, and finance teams to ensure end-to-end execution support.
Partner with the distributor to improve demand forecasting, inventory turnover, and trade investment efficiency.
Provide actionable market insights and recommendations to management on trends, pricing dynamics, and competitive activity.

3. Desired Behaviours & Mindset (Start-up & Entrepreneurial Environment)

In line with Nongfu Spring's early-stage market setup, the role demands a builder's mindset and high level of ownership. The individual must thrive in a fast-moving, entrepreneurial environment and display the following behaviours:

Entrepreneurial Ownership. Treats the business as their own takes accountability, challenges status quo, and drives results with limited structure.
Agility & Resourcefulness. Adapts quickly to change, solves problems creatively, and maintains focus amid ambiguity.
Hands-on Collaboration. Works closely with distributor and internal teams; leads through influence rather than authority.
Bias for Action. Acts decisively and swiftly to seize opportunities and resolve issues.
Strategic yet Practical Thinking. Balances long-term strategy with operational realities and execution discipline.
Learning & Curiosity. Continuously seeks to understand consumers, channels, and market trends to sharpen commercial strategy.
Resilience & Optimism. Maintains positive energy, persistence, and composure through challenges inherent in start-up environments.

4. Qualifications & Experience

Bachelor's degree in Business, Marketing, or related field.

610 years of experience in FMCG key account planning and sales, preferably in beverages, with strong exposure to modern trade and distributor management.
Proven track record of influencing external sales partners or distributors to achieve KA objectives.
Excellent communication and interpersonal skills, with the ability to lead without formal authority.
Strong commercial acumen, negotiation, and analytical capabilities.
Fluent in English and Bahasa Malaysia; proficiency in Mandarin is an advantage.
Self-driven, entrepreneurial, and passionate building brands from the ground up.

5. Performance Metrics

Achievement of sales, volume, and distribution targets in modern trade via distributor partners.
Quality and execution rate of joint business plans and in-store activations.
Distributor capability improvement and alignment with Nongfu Spring commercial standards.
Accuracy of demand forecasts and trade investment ROI.
Market share growth and category penetration.

Key Account Manager

National Key Account Manager

Assistant Key Account Manager