Key Account Manager

The Key Account Manager (KAM) is responsible for handling major accounts and developing long-term partner relationships to expand (new business) SariLotto’s market presence and drive sustainable revenue growth. This role focuses on acquiring, activating, and managing key non-traditional trade partners while ensuring strong field execution, sales performance, compliance, and partner satisfaction. The KAM plays a strategic role in growing high-value accounts, strengthening partnerships, and driving consistent business results.

Duties And Responsibilities

Key Account Activation and Onboarding

Acquire and develop major non-traditional trade accounts (e.g., food kiosks, terminals, mobile vendors) in line with monthly and annual targets.

Identify, qualify, and prioritize high-potential partner locations in high-traffic areas (e.g., terminals, LRT/MRT stations, community zones).

Secure signed agreements and complete onboarding requirements for new key accounts.

Build long-term, mutually beneficial partnerships with major accounts.

Account Activation and Onboarding

Ensure timely activation of newly acquired key accounts based on agreed timelines.

Oversee deployment of POS materials, devices, and starter kits to all activated accounts.

Conduct comprehensive product orientation and operational training for partners to ensure proper execution and compliance.

Sales Performance and Revenue Growth

Achieve and exceed monthly sales revenue targets from active key accounts.

Drive account growth by increasing average revenue per account through upselling and cross-selling initiatives.

Maintain a minimum active account ratio of 80% across all onboarded key partners.

Monitor account performance and implement action plans to improve productivity.

Territory and Market Expansion

Expand geographic coverage by opening and developing accounts in underserved or high-potential areas based on the company’s expansion strategy.

Maintain an updated territory coverage map and account database by location and segment.

Identify market opportunities and recommend initiatives to improve market penetration.

Compliance and Partner Relationship Management

Ensure 100% compliance with regulatory requirements and company branding standards across all key accounts.

Conduct regular account visits based on management-defined frequency.

Address partner concerns promptly, resolve issues within agreed SLAs, and escalate concerns when necessary.

Strengthen partner loyalty through consistent engagement and relationship management.

Reporting and Documentation

Submit accurate and timely weekly and monthly reports covering account acquisition, activation, sales performance, and operational issues.

Maintain and regularly update the Key Account Masterfile.

Share market insights, challenges, and best practices to support continuous improvement and strategic decision-making.

Other Responsibilities

Perform other tasks and projects assigned by the Area Manager in support of business objectives.

Qualifications

Bachelor’s degree in Business Administration, Marketing, Sales, or a related field.

At least 5 years of experience in sales, key account management, field operations, or trade development.

Experience in FMCG, gaming, retail distribution, or field sales is an advantage.

Strong communication, negotiation, and relationship management skills.

Willing to travel frequently and conduct extensive fieldwork.

Must have own car or similar transportation.

Willing to work flexible schedules based on business and field requirements.

High level of integrity with strong adherence to compliance and company standards.