Key Account Manager (S/E Market)

About Hasbro 

Hasbro is a leading games, IP and toy company whose mission is to create joy and community through the magic of play. With over 164 years of expertise, Hasbro delivers groundbreaking play experiences and reaches over 500 million kids, families and fans around the world, through physical and digital games, video games, toys, licensed consumer products, location-based entertainment, film, TV and more.   

Through its franchise-first approach, Hasbro unlocks value from both new and legacy IP, including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, MONOPOLY, HASBRO GAMES, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands. Powered by its portfolio of thousands of iconic marks and a diversified network of partners and subsidiary studios, Hasbro brings fans together wherever they are, from tabletop to screen.  

For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, a 2025 JUST Capital Industry Leader, one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50, and a Brand that Matters by Fast Company. For more information, visit https://corporate.hasbro.com or @Hasbro on LinkedIn.    

Main Purpose of role:

1. To plan, develop & execute sales strategies across General & Modern Trade Channels to deliver the budgeted net revenue.
2. To oversee distributor management, key account management, field execution, trade marketing coordination, and route-to-market optimization
3. To work closely with all internal Hasbro departments and align the Distributor business & Modern Trade teams to develop and achieve organization short and long-term objectives for the business.

Key Responsibilities:

Business Planning

• Build/Manage the Super Distributor & the Key Accounts (MT) network to optimize width of distribution and depth of servicing in all key potential hyper channels and retail universe.
• Manage the Filed Force deployment as per aligned budgets and ensure effective deployment of resources.
• Build/Manage regional & applicable Regional account relationships; develop sustainable strategies and business plans across multiple channels to consistently exceed sales targets.
• Lead negotiations with Modern Trade partners to put JBPs in place for annual planning
• Create and execute a distribution blueprint for Hasbro Brands in General Trade Retailers & Modern Trade Accounts
• Participate in regular internal meetings on forecasts of product by line for the business.

Sales & Sales Development

• Maximize sales opportunities in established and emerging channels by proactively reviewing sales and trade marketing plans to ensure company objectives are met.
• Step jump the retail distribution of the Hasbro portfolio organically in existing channels as well as inorganically in new channels of distribution.
• Work with the Super Distributor, Key MT Accounts and internal Trade Marketing team to design & execute relevant channel loyalty programs & promotional activities within designated budgets to help maximise business from key channels.
• Maximize ranging of Must Have SKUs in GT retailers & MT accounts and ensure successful placement of new lines/products in line with marketing plans.
• Manage the retail commercial model within budgets after agreement with management team.  Subsequently ensure that retail markdowns, allowances and promotional spends are within these agreed parameters and approved by the trade marketing & finance departments.
• Ensure key drivers, product assortments, planograms, merchandising mix and roll-out plan for various trade channels are in place.  Liaise with the Super Distributor & MT Accounts on implementing seasonal promotions & activations.
• Lead and drive the Admin & MIS team to ensure business transparency and data backed decision making.
• Drive and Reinforce Sales Force Automation in field to ensure data backed sales team working and robust sales MIS for managing the network.
• Develop and maintain good relationships with the Regional Distributor team, key accounts & customers.
• Facilitate & drive training of Hasbro brands and product lines to the Super Distributor’s teams of RSMs, ASMs, SOs as well as key account executives, merchandisers & customers (where relevant)

Sales Team Management

• Lead and manage the Super Distributor sales team, Key account executives, merchandisers, and promoters to drive proper execution and effective coordination & delivery of the approved sales plans and activities.
• Set objectives of internal sales personnel and develop them with the agreed sales plans and activities to exceed objectives when in place.
• Ensure that all direct reports are well trained and highly motivated and coached to ensure that service delivery and advice is in keeping with Hasbro standards & objectives.
• Develop, execute, monitor & action effective sales policies and internal sales operation control & monitoring system, such as key sales & productivity metrics, promotion plans, merchandising plans, trade inventories, sales team coverage etc.
• Ensure that all sales personnel are aware of operating procedures, systems, and policies of Hasbro as applicable.

Customer Management

• Manage the GT network of Super Distributors, Sub-Distributors & retail stores as well as the MT network of Super Distributor, Key Accounts, Hyper Markets etc. successfully to deliver the aligned channel-wise plans for the year.
• Continuously optimize the distribution model to ensure that the best distribution, availability and visibility metrics are driven and delivered across the retail stores & modern trade accounts
• Develop and drive key performance indicators for the business to ensure planned growth targets and activity execution standards are met month-on-month.
• Joint Business Planning with the Key MT Accounts & the Super Distributor to ensure that a viable commercial model is delivered through rigorous forward planning, execution, trade spend management and inventory management.
• Manage listing, pricing, promotions, visibility agreements, and JBP (Joint Business Planning).
• Coordinate with supply chain to ensure order fulfilment, replenishment, and in-store availability.

Inventory Management

• Ensure inventory levels are maintained at healthy levels, and inventory mix is in line with market requirements.
• Work closely with Super Distributor in GT & MT to manage stock holdings, stock levels and ensure serviceability targets are achieved.
• Jointly plan and manage stock purchasing with sales & demand planning department to maximize sales while controlling inventory risks.

Account Analysis

• Based on comprehensive analysis of key sales data and competitor activity, provide market feedback internally to stakeholders and take necessary action to ensure continual expansion of sales in key portfolios / channels of sales

Financial Management

• Responsible for account receivable of the Super Distributor (both GT & MT) and review periodically credit limit, make applicable recommendations to the Finance Manager.
• Assist Finance Department in collecting receivables from the Super Distributor

Staffing Responsibilities

Direct reports:

2 Regional Sales Specialists (North & North-East / West & South)

1 Sales Admin Executive & 1 Key Account Executive

Non reporting relationships:

Regional Sales & Operations Teams (Sales Reps, MIS, Regional Coordinators)

CORE COMPETENCIES:

Professional Know-how

• Minimum of 8-10 years senior sales experience with branded or lifestyle consumer products
• Experience across both General Trade & Modern Trade Sales functions
• Min 3 yrs leading, coaching, training, management, and motivation of a sales team with a hands-on and engaging management style ensuring that there is recognition for their successes.

Business Understanding:

• Strong business and commercial acumen
• Experience in managing complex portfolios of multiple brands / SKUs across multiple sales channels.
• Experience in managing a multi-location sales organization/operation.

Work Effectiveness:

• Proven track record in achieving sales objectives.
• Excellent presentation skills – the ability to construct and deliver engaging presentations, project positively to subordinates, peers, customers, and management.
• Highly developed selling, influencing and negotiation skills to achieve results (both internally and externally) - a will to drive business and able and willing to travel extensively to directly influence the business
• Able to work under pressure effectively to meet deadlines.
• Shows drive and initiative: tackles tough challenges directly and quickly
• Excellent communication and interpersonal skills at all levels

Customer/ Consumer Focus:

• Exceptional ability to work effectively with Key Accounts, people of large & established third-party Super / Regional distributors or retail organizations.
• Exceptional ability to build trust and confidence for the purpose of aligning upon common objectives and KPI.

Problem Analysis & Decision Making:

• Excellent planning skills builds and follow-up on plans to ensure execution.
• Ability to analyse data and sales information to inform decision making and to deliver sales strategy.
• Comfortable solving new or unfamiliar problems.

Personal Characteristics:

• Passion for traveling across the country.
• A passion for the category & possibly Hasbro’s brands
• Ambitious, result-oriented, self-initiating, persistent, team player
• Excellent relationship building and management (critical)
• Highly organised with strong time management skills
• A ‘can do’ positive attitude backed up by common sense and initiative.
• Ethical and honest

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