Job Description

Job Title:

Key Account Manager – On-Trade

About the Function & Team:

Uganda Breweries Limited (UBL), part of East African Breweries Limited (EABL), is the market leader in the Total Beverage Alcohol category and custodian of iconic global and local brands including Johnnie Walker, Smirnoff, Baileys, Don Julio, Tanqueray, Singleton, Captain Morgan, Guinness, Bell Lager, and Uganda Waragi.

At UBL, commercial success is driven by advantaged Route-To-Consumer (RTC), world-class execution, digital transformation, strong customer partnerships, and deep consumer understanding.

Under the Fahari agenda and F30 ambition, UBL aims to establish premium spirits as the most aspirational and culturally relevant category by unlocking growth through brand building, advocacy, strategic partnerships, innovation, and commercial excellence.

The Commercial function is accountable for:

• Driving NSV, volume, and profitability growth
• Building strong customer and distributor partnerships
• Delivering execution excellence across channels
• Expanding numeric and weighted distribution
• Driving premiumisation and advocacy across the portfolio
• Winning at both point of purchase and consumption

The Key Account Manager – On-Trade is responsible for running and growing strategic relationships with key on-trade outlets, ensuring execution excellence, brand visibility, and commercial performance within assigned accounts.

Purpose of Role:

The Key Account Manager – Premium Trade is accountable for driving commercial performance and brand growth across assigned key on-trade outlets by implementing customer and brand strategies with excellence.

The role translates commercial and brand plans into high-impact execution within accounts, elevating consumer experiences, strengthening advocacy, and ensuring visibility, distribution, and rate of sale targets are achieved.

The role is expected to:

• Own and deliver performance across assigned key accounts
• Develop and complete customer plans that drive growth and profitability
• Drive premium brand visibility, advocacy, and cultural relevance in outlets
• Deliver consistent execution excellence at point of consumption
• Build strong customer relationships to unlock sustainable growth

Dimensions

Financial

• Accountable for NSV, volume, rate of sale, distribution, and profitability across assigned key accounts
• Manages trade investment within accounts to deliver optimal return on investment
• Drives delivery of premium mix and value growth objectives within assigned accounts
• Contributes to demand planning, forecasting, and outlet readiness

Market Complexity

UBL operates in a multifaceted environment requiring strong execution and customer management due to:

• Highly competitive and trend-driven premium on-trade environment
• Increasing demand for premium and experience-led consumption
• Diverse customer sophistication across outlets
• High expectations for execution quality, visibility, and brand experience
• Strong influence of culture, nightlife, and social ecosystems on demand

Role Responsibilities

1. Understand the Commercial Opportunity

• Develop strong understanding of UBL brands, portfolio priorities, and key account dynamics
• Analyse sales performance, consumer trends, and outlet-level data to identify growth opportunities
• Identify growth opportunities within accounts across distribution, visibility, pricing, and experiences
• Track competitor activity and market trends to advise execution priorities

2. Develop & Implement Account Plans

-Account Planning & Joint Business Execution:

• Develop and implement Joint Up Customer Plans (JUCPs) with assigned accounts, driving aligned growth plans, critical metrics, and execution standards in line with BDM direction
• Translate account strategies into clear execution plans and activity calendars
• Align outlet plans with brand, advocacy, and commercial priorities
• Ensure well-adapted tracking and delivery of agreed account targets​

- Execution & Activation Excellence:

• Deliver best-in-class execution across outlets including availability, visibility, menu presence, and brand standards
• Complete activations, promotions, and brand experiences in line with commercial and marketing plans
• Ensure adherence to 365 execution standards and outlet segmentation guidelines
• Maintain high-quality outlet execution covering menu listings, back bar presence, and consumer-facing experiences

-Distribution & Visibility:

• Drive numeric and weighted distribution, availability, and range optimisation within assigned accounts
• Ensure optimal stock levels and minimize out-of-stock situations across priority brands and SKUs
• Ensure strong visibility across menus, back bars, displays, and activation spaces
• Support innovation rollout, new listings, and portfolio expansion within key accounts

3. Advocacy, Experience & Brand Building

• Partner with Advocacy and Brand Ambassador teams to elevate serve quality, bartender capability, and brand recommendation
• Support delivery of premium and luxury brand experiences within outlets
• Drive culturally relevant activations, ensuring brands remain visible in key lifestyle and nightlife spaces
• Build advocacy within outlet staff to strengthen recommendation and consumer engagement
• Ensure brand storytelling, rituals, and serves are consistently delivered at point of consumption

4. Customer & Stakeholder Management

• Build and maintain strong, long-term relationships with outlet owners, managers, and key decision-makers
• Act as the primary point of contact for assigned accounts, ensuring timely communication and high service responsiveness
• Collaborate with internal teams including Marketing, Advocacy, Supply, and Commercial Operations to deliver aligned execution and customer plans
• Resolve day-to-day customer challenges while protecting commercial performance and upholding brand standards

5. Performance Management & Insights

• Track and manage performance across NSV, volume, rate of sale, distribution, and execution targets
• Monitor outlet performance against targets and identify gaps, risks, and opportunities
• Provide regular performance updates and insights to the Business Development Manager
• Drive corrective actions to close performance gaps and improve outcomes

6. Trade Investment & Value Delivery

• Complete trade investments within assigned accounts in line with approved plans
• Ensure efficient use of resources to drive measurable commercial and brand impact
• Track effectiveness of promotions, activations, and incentives within outlets
• Track return on investment and drive continuous improvement across promotions, activations, and incentives within accounts.

7. Capability & Outlet Staff Engagement

• Train and engage outlet staff to build product knowledge and brand advocacy
• Support bartender engagement, incentives, and education programmes
• Drive improvements in serve quality and customer experience within outlets
• Reinforce execution standards and brand expectations at outlet level

8. Operational Excellence

• Maintain strict planning and execution across account activities and schedules
• Ensure accurate reporting, data tracking, and account documentation
• Manage outlet assets and trade materials effectively
• Drive consistency and quality in daily execution across all assigned accounts

Qualifications, Experience & Skills:

• Bachelor’s degree or equivalent experience in business, Marketing, Sales, or related field

Experience & Skills

• 3–5 years’ experience in FMCG, alcoholic beverages, or premium consumer goods
• Proven experience managing key accounts, preferably within on-trade or premium environments
• Strong commercial competence and understanding of pricing, margins, and profitability drivers
• Strong negotiation, communication, and collaborator management capability
• Experience in driving activations, promotions, and customer plans
• Understanding of both on-trade dynamics and broader channel environment is helpful
• Strong cultural awareness across nightlife, lifestyle, and consumer trends

Commitment to Diversity & Inclusion

Celebrating our inclusive and diverse culture is core to UBL’s purpose of “Celebrating life, every day, everywhere.”

We value all individuals irrespective of background, disability, religion, gender, ethnicity, orientation, or experience because diversity strengthens our business, culture, and innovation.

Our ambition is to be the best-performing, most trusted, and most respected consumer products company in the world and that starts with having the world’s best people.

Flexibility is key to success in our business, and many of our employees work flexibly in different ways.

At UBL, we pride ourselves on a fast-paced, bold, and agile culture.

Feel inspired? Then this is a role for you.

Regular

Portbell Brewery

2026-06-03