Job Title:
Key Account Excellence Manager – Continental Europe - External Title
Associate Manager, Account and Client Management - Internal Title
Location: Hamburg, Germany
Summary:
We are seeking an Key Account Excellence Manager to join our fast-growing Hershey’s team in Europe.
The Key Account Excellence Manager – Continental Europe drives Hershey’s profitable growth with Pan‑EU retailers and priority national accounts across Continental Europe (ex‑UK & Ireland). Operating without direct reports yet with high influence in a matrix, the role partners closely with the Business Development Manager Europe, distributors, and cross‑functional teams (Customer Marketing, Finance, Category, Supply Chain) to deliver customer‑back strategies and flawless execution.
The key priority goal in the region is to achieve market financial goals which include but are not limited to: Net Sales, Gross Profit, distribution gains (numeric & weighted), sell‑out velocity, promo ROI, and operating income. The role builds and executes customer Joint Business Plans, steers trade investment governance (plan, budget, ROI), and ensures consistent delivery of assortment, pricing, promotional calendars, retail media, and Perfect Store standards across markets. Externally, it represents Hershey with distributor key account teams and senior retailer stakeholders, cultivating long‑term partnerships and unlocking multi‑country initiatives.
The role requires working with the team to develop and implement an effective and coordinated trade marketing and sales plan in support of Pan-EU business strategies. The role is also a customer facing role representing the corporation with recognized distributors & retail customers within the market/s.
The ideal candidate combines Pan‑EU customer leadership, data‑driven commercial acumen, and the ability to influence without authority, staying current on trade trends, retail dynamics, and commercial enablers while continuously developing capabilities through ongoing learning.
Major Duties/Responsibilities:
STRATEGY & CUSTOMER LEADERSHIP
Working with the Business Development Managers this person will:
- Build and execute customer strategies for Pan‑EU retailers and priority accounts; lead JBPs (through distributors where applicable).
- Work to establish: “how to win” trade programs that deliver the outcomes required with clear marketing, sales and financial deliverables.
- Translate category insights into assortment, pricing, promo, and activation plans.
- Communicate and consistently monitor progress of the execution of the Pan-EU strategy with internal and external stakeholders.
- Develop and execute joint business plans with retailers through distributor partners and identified key Pan-EU retailers within EU Europe.
- Lead business reviews with distributors/retailers; escalate and resolve supply/commercial issues.
SALES AND TRADE MARKETING EXECUTION
- Works with Business Development team to manage the total trade investment planning (trade send) for Pan‑EU customers: full‑year plan, budget control, course‑corrections, and ROI tracking.
- Drive execution via distributor Key Account teams: distribution targets, shelf availability, planogram compliance, display & promo execution, and Perfect Store standards.
- Partner with BDM Europe on route‑to‑market and pipeline; coordinate with Customer Marketing on sell‑in materials and activation calendars.
- KPIs include but are not limited to: in-country sales, distribution, rate-of-sale, meeting retail driver standards, proper execution of in store activation strategies (perfect store blueprint execution, sales materials management).
FINANCE / Trade Spendings
Supports Business Development and Finance in the execution of a healthy P&L for the Pan-EU Accounts which includes but is not limited to: total ICS business, brands, channel and retailer P&Ls. Manages the appropriate levels of control and audit processes within the sales organization and with the distributor key account teams and coordinates both reporting and funding requirements with key internal and external partners with the Pan-Eu Business.
Competencies:
Effective Communicator and Collaborator
Influence without authority; stakeholder management across multi‑market distributor set‑ups. Strong communicator across multiple stakeholders within the business, both internal and external, and in various levels of seniority. Demonstrates an ability and enjoyment in working within a close team and liaising with colleagues on decision making and analysis.
Business Acumen
Commercial acumen & P&L ownership; trade investment governance. Understands how businesses work including how strategies and tactics work in the marketplace. Maintains working knowledge of competitors as well as current and possible future policies, practices, trends and information affecting his/ her business and organization.
Drive for Results
Pushes self and others to exceed goals and achieve breakthrough results. Recognizes the key actions necessary to achieve results; establishes and communicates the priorities to others; and, maintains own and others focus on achieving the important goals. Demonstrates persistence in overcoming roadblocks to achieving results and encourages others to do the same
Problem Solving and Decision Making
Uses a systematic process to solve difficult problems including gathering and examining information from a variety of sources; identifying the root cause of problems; drawing appropriate conclusions; generating viable solutions; and, weighing the pros and cons to arrive at a final decision. Makes decision in a timely manner, sometimes with incomplete information and under tight deadlines and pressure.
Process Management
Identifies the processes required to accomplish work tasks; simplifies and integrates processes and work tasks to enable efficient work flow; utilizes best practices to organize people and activities; measures results against key metrics; uses resources efficiently.
Organisation Skills
Takes control of a project or a process and identifies improvements. Manages and organizes tracking of budgets, forecasts and sales to enable more efficient decision making and information gathering across the team.
Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:
- Experience in European retail, including Germany, ideally with indirect distribution models
- Experience in Business Development and/or Account Management roles
- Strong sales & negotiation skills
- Self‑starter mentality with a high degree of ownership
- Proven project management experience
- Strong results orientation
- Collaborative team player
- Excellent verbal and written communication skills in both English and German
- Solid understanding of financial analysis principles
- Strong persuasion and influencing skills
- Excellent analytical skills
- Innovative and creative problem‑solver with a growth mindset
Education:
A Bachelor’s degree is required, preferably in Business, Marketing, Economics, or a related field. The candidate must demonstrate strong awareness of current trade trends, retail dynamics, and key commercial enablers, and a commitment to continuously developing this knowledge through ongoing training and professional development.
Experience:
Minimum of 5 years of experience in the FMCG/CPG industry, ideally in Sales roles such as Key Account Management or Distributor Management, and/or in Customer or Trade Marketing (e.g., in‑store activation, channel and category strategy, shopper insights). Demonstrated progression in scope and responsibility, with experience managing increasing business complexity and a solid understanding of the key commercial, financial, and operational processes required to drive customer and market growth.
