ROLES:
The Key Account Manager (KAM) is responsible for driving business growth and expanding distribution channels of our affordable luxury sunglass brand in Vietnam, beyond existing owned B2C retail, by establishing and managing B2B partnerships across optical chains, fashion retailers, department stores, and travel retail. This role requires a balance between commercial acumen and brand stewardship ensuring business expansion aligns with the brand positioning, premium image, and long-term customer engagement goals.
RESPONSIBILTIES:
A. Channel & Business Development
- Develop and execute the Vietnam B2B channel expansion roadmap for the sunglasses category, identifying and onboarding new business partners in:
- National and regional optical chains (e.g., Eyewear Hà Nội, Mắt Việt, EyePlus, Ánh Dương).
- Multi-brand fashion retailers and lifestyle concept stores.
- Airport travel retail partners
- Lead commercial negotiation with new partners on trade terms, margins, and joint marketing plans, ensuring profitability and brand alignment.
- Identify growth white spaces and define regional penetration strategy across major cities (HCMC, Hanoi, Danang, Nha Trang, Haiphong, etc.).
- Develop annual B2B business plans including volume, sales targets, and channel-specific investments.
B. Account Management
- Build and maintain long-term partnerships with strategic B2B clients and distributors.
- Ensure alignment between sell-in and sell-out strategies through continuous forecasting, order tracking, and replenishment planning.
- Monitor performance by store, SKU, and region to optimize assortment and maximize sell-through.
- Coordinate with Finance and Supply Chain teams to ensure smooth order fulfillment, timely payment, and compliance with trade terms.
- Ensure contract renewals, pricing consistency, and execution of agreed trade activities.
C. Brand & Trade Marketing Collaboration
- Work closely with Marketing, Visual Merchandising, and Product teams to deliver premium in-store visibility and POS materials that reflect the brand DNA.
- Develop and execute trade marketing plans including window displays, shop-in-shop branding, co-branded activations, and in-store engagement.
- Partner with Marketing for KOL, PR, and digital amplification to enhance brand desirability across channels.
- Evaluate ROI and effectiveness of trade activities with partners to optimize future campaigns.
E. Cross-Functional Collaboration
- Collaborate with B2C Retail, E-commerce, Product and Logistics teams to ensure unified pricing, brand presentation, and customer experience across all channels.
- Support category planning and buying team in seasonal assortment selections based on B2B performance insights.
- Coordinate with Finance for budget control, P&L management, and credit risk of key accounts.
- Liaise with Product teams for sell-in forecasting, product allocation, and launch alignment.
Key Performance Indicators (KPIs)
- B2B sales growth and profitability (YoY).
- Number of new accounts opened and active.
- Sell-through rate and inventory health per partner.
- Trade marketing ROI and partner satisfaction.
- Payment and credit discipline.
