Key Account Manager – Guinness Ghana Breweries PLC

Job Description

Role Profile – Key Account Manager

Function/Department: Commercial

Location: Accra

Reports To: Head – Spirits and Key Accounts

Job Level: L5A

Purpose of the Role

At Guinness Ghana Breweries Plc, our vision is to be Ghana’s most celebrated business. Operating in a 

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dynamic and competitive market, the Key Account Manager, On Trade plays a critical role in driving

commercial performance, premium brand equity, and customer engagement across key On Trade

accounts.

The role serves as the bridge between strategic planning and field execution, ensuring commercial and

brand strategies are translated into sustainable business growth through excellent customer partnerships,

flawless execution, and disciplined business routines. The successful candidate will drive sales

performance while delivering exceptional consumer experiences that strengthen Guinness Ghana’s

leadership within the premium beverage category.

Key Accountabilities

• Translate Guinness Ghana’s On Trade and Premium Channel strategy into effective customer

plans that deliver volume, value, distribution, and profitability targets.

• Lead the Joint Business Planning (JBP) process with strategic customers, ensuring alignment on

objectives, investments, activities, and performance measures.

• Build and maintain strong relationships with key decision-makers, influencers, and operational

leaders within premium On Trade accounts.

• Negotiate trading terms, visibility agreements, activation plans, and commercial partnerships that

maximize brand presence, rate of sale, and return on investment.

• Monitor competitor activities, customer trends, and market dynamics, identifying opportunities

and recommending actions to grow market share and business performance.

• Drive flawless execution of brand standards across visibility, availability, pricing, merchandising,

and consumer activations, ensuring a consistent premium consumer experience.

• Leverage customer, outlet, and performance data to prioritize investments, optimize execution,

and improve commercial outcomes.

• Establish and maintain structured business routines and performance reviews, using scorecards

and insights to track results and drive continuous improvement.

• Coach and develop Territory Managers, Sales Executives, and activation teams to strengthen

capabilities in customer management, negotiation, and outlet execution excellence.

• Collaborate effectively with Marketing, Trade Marketing, Supply Chain,  Finance, Customer Service, 

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and Route-to-Consumer teams to ensure seamless delivery of commercial and brand objectives.

Key Requirements – Qualifications, Experience, Skills etc.

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

• MBA or Master’s degree is an added advantage.

• Minimum of five (5) years’ commercial experience within the FMCG or beverage industry, with a

proven track record of delivering business growth.

• Demonstrated experience in key account management, customer development, and commercial

strategy execution.

• Strong understanding of Joint Business Planning (JBP), trade investment management, customer

profitability, and commercial negotiations.

• Proven success in managing trade and marketing investments to deliver positive return on

investment.

• Strong financial and commercial acumen with the ability to interpret data and drive business

decisions.

• Experience working cross-functionally with Sales, Marketing, Finance, Supply Chain, and

Customer Service teams.

• Excellent stakeholder management, influencing, and relationship-building skills.

• Strong presentation, negotiation, and communication capabilities.

• Proficiency in Microsoft Office applications and sales reporting tools.

How To Apply

To apply, email your updated CV to GGBL-GHANA.Resourcing@castel-afrique.com

Include the job title in your email subject line.

Deadline: 28th August 2026