Key Account Manager – FMCG / Modern Trade

Key Account Manager – FMCG / Modern Trade

HLG Warehouse Pte. Ltd.

Location: Singapore
Employment Type: Full-time
Salary: SGD 5,000+ per month
Industry: FMCG / Retail / Consumer Products
Department: Sales & Business Development

About the Role

HLG Warehouse Pte. Ltd. is looking for an experienced and results-driven Key Account Manager – FMCG / Modern Trade to lead the development and management of major supermarket and retail accounts in Singapore.

This is a hands-on commercial role. The successful candidate must have direct experience working with major Singapore retail chains and be confident in communicating and negotiating with buyers and category managers.

You will be responsible for driving product listings, promotional activities, annual business planning and commercial growth across major modern trade accounts, including NTUC FairPrice, Cold Storage and Sheng Siong.

This role is particularly suitable for someone who already understands the Singapore FMCG retail landscape and has established working relationships with supermarket buyers or category managers.

Key Responsibilities

1. Key Account Management

• Manage and develop key FMCG retail accounts in Singapore.

• Build and maintain strong working relationships with supermarket buyers, category managers and commercial teams.

• Act as the main point of contact for assigned key accounts.

• Develop account strategies to achieve sales, distribution and profitability targets.

2. Product Listing & Distribution

• Lead direct discussions with buyers/category managers regarding new product listings.

• Identify suitable product categories, retailers and distribution opportunities.

• Prepare listing proposals, product presentations, pricing proposals and commercial plans.

• Follow up on the complete listing process from initial discussion to store/e-commerce launch.

• Expand SKU distribution and improve product visibility across retail channels.

3. Promotion & Trade Marketing

• Plan and negotiate promotional campaigns with key retailers.

• Work with buyers/category managers to secure promotional opportunities, including:

  • In-store promotions

  • Catalogue promotions

  • Online promotions

  • Seasonal campaigns

  • New product launch campaigns

  • Cross-category promotional opportunities

• Negotiate promotional mechanics, pricing and trade terms.

• Monitor promotional performance and evaluate ROI.

4. Joint Business Planning (JBP)

• Develop and negotiate Joint Business Plans (JBP) with key retail accounts.

• Conduct regular business reviews with buyers/category managers.

• Identify opportunities for sales growth, distribution expansion and category development.

• Translate company sales targets into practical account plans and commercial actions.

5. Sales & Commercial Management

• Set and achieve sales targets for assigned key accounts.

• Monitor sales performance, SKU performance, distribution and promotional results.

• Analyse retail sales data and market trends to identify growth opportunities.

• Negotiate pricing, trading terms, promotional support and commercial agreements.

• Monitor competitors, pricing and category developments in the Singapore market.

• Provide regular sales forecasts, account reports and market insights to management.

6. Cross-functional Collaboration

• Work closely with internal teams including warehouse, logistics, operations, marketing and finance.

• Coordinate product availability, inventory planning and order fulfilment with key accounts.

• Ensure smooth execution of listings, promotions and retail launches.

• Resolve commercial and operational issues with customers in a timely manner.

Requirements

• Diploma or Bachelor's Degree in Business, Sales, Marketing, Retail Management or a related field.

• 3–5+ years of relevant experience in FMCG Key Account Management, Modern Trade or Retail Sales.

• Proven experience dealing directly with major Singapore supermarket chains is essential.

• Candidates with hands-on experience managing accounts with NTUC FairPrice, Cold Storage and/or Sheng Siong will be strongly preferred.

• Demonstrated experience communicating and negotiating with buyers and category managers.

• Strong understanding of Singapore's FMCG and modern trade retail environment.

• Proven experience in product listing, promotion negotiation and JBP.

• Strong commercial negotiation and presentation skills.

• Strong analytical and business development capabilities.

• Able to work independently, take ownership of key accounts and deliver measurable results.

• Strong communication and interpersonal skills.

• Existing relationships with major Singapore retail buyers/category managers will be an advantage.

What We Are Looking For

We are not looking for a general sales executive.

The ideal candidate should be someone who already understands how Singapore's modern trade channel works and can confidently:

Meet Buyer → Pitch Product → Secure Listing → Negotiate Promotion → Develop JBP → Drive Sales → Expand Distribution

Candidates with direct experience managing FairPrice / Cold Storage / Sheng Siong accounts are highly encouraged to apply.

Why Join HLG Warehouse?

• Opportunity to take ownership of major FMCG retail accounts in Singapore.

• Direct involvement in Singapore modern trade market development.

• Work closely with major supermarket buyers and category managers.

• Opportunity to develop and expand new FMCG brands and products in Singapore.

• Performance-driven environment with opportunities for career growth.

Interested candidates are invited to submit their updated CV, including details of the FMCG brands and key retail accounts they have previously managed.

Please indicate the supermarket accounts you have experience working with (e.g. NTUC FairPrice, Cold Storage, Sheng Siong) and your key achievements in product listing, promotions and sales growth.