Better Brands Agency (BBA) is a dynamic, Australian-owned consulting agency specialising in providing tailored sales and brand representation services to businesses in the FMCG (fast-moving consumer goods) industry. We partner with leading brands and manufacturers to act as their dedicated sales arm, delivering strategic support across a diverse range of retail and distribution channels, including grocery, petrol and convenience, travel, pharmacy, and independent retailers. Our mission is to empower our clients with market insights, expert sales strategies, and effective execution to maximise their presence, sales, and growth in competitive markets. By leveraging our extensive industry expertise, established networks, and innovative approaches, we ensure our clients’ products achieve optimal placement and performance.

The National Account Manager (NAM) is responsible for managing and growing relationships with key accounts including Aldi, Costco and alternate channels. This role focuses on delivering sales targets, driving category performance, and executing strategic plans in alignment with overall business objectives. The NAM will act as the main point of contact for large-scale customers, negotiating contracts, promotions, and joint business plans to maximize mutual growth and profitability. New Business will also be a key part of the role.

Key Responsibilities:

Account Management:

Manage and develop strategic relationships with key national retail accounts (e.g., supermarkets, pharmacy chains, convenience stores, or e-commerce platforms).

Act as the primary liaison between the customer and internal teams (marketing, supply chain, finance).

Sales & Revenue Growth:

Achieve and exceed annual sales and margin targets.

Develop tailored business plans for each account, aligned with the customer’s and company’s strategic objectives.

Planning & Forecasting:

Lead accurate demand forecasting and promotional planning for each account.

Collaborate with supply chain to ensure stock availability and fulfillment.

Negotiation & Commercial Terms:

Negotiate pricing, trading terms, promotional investments, and joint business plans.

Monitor trade spend and ensure ROI on promotional activities.

Performance Analysis & Reporting:

Analyse sales performance, market trends, and customer data.

Prepare regular performance reviews and presentations for internal and external stakeholders.

Cross-functional Collaboration:

Work closely with marketing to execute consumer campaigns and product launches.

Partner with category and insights teams to drive category growth in the customer base.

Requirements:

3–7+ years of experience in FMCG sales, account management, or commercial roles.

Proven success managing ALDI, COSTCO and ALTERNATE channel accounts

Skills:

Strong negotiation and communication skills.

Commercial acumen and data-driven decision-making.

Ability to manage multiple stakeholders and work cross-functionally.

Proficiency in Microsoft Excel, PowerPoint, and CRM tools (e.g., Salesforce).

Key Competencies:

Strategic thinking & planning

Customer focus & relationship building

Results orientation & accountability

Analytical mindset

Influencing & negotiation

Agility & problem solving

KPIs / Success Metrics:

Achievement of sales and profit targets

Account growth and retention

Forecast accuracy

ROI on promotions

Customer satisfaction