Sugeng
National KAM Portfolio
SUGENG
National Key Account Manager
20+ Years Modern Trade | FMCG, Beverage and Food | Jakarta, Indonesia
📈
Proven track record: 2023 The Best Performance Brand • Balihai Romantic Day Lager (Bali) & Eldiablo IPA (Jabodetabek) • Growth 59% | Achievement 101% • Open to National KAM / Sales Manager opportunities.
🏆 2023 The Best Performance Brand: Balihai Romantic Day Lager (Bali) & Eldiablo IPA (Jabodetabek) - Growth 59% | Achievement 101%
Leading brand performance nationally — driving distribution and visibility in Bali for Romantic Day Lager and in Jabodetabek for Eldiablo IPA (craft beer segment). Recognized for outlet penetration, display dominance, and promo efficiency. Growth 59% | Achievement 101%.
👋 Executive Summary
Key Account Manager dengan pengalaman 1999 – 2026 mengelola National Chain Modern Market (Indomaret, Alfamidi, Circle K, Transmart, Giant, Hero, Guardian, Lottemart). Spesialis di Trading Term negotiation,New Product Listing, Promo Fund & Cost Ratio management, dan team leadership (KAE, FPO, SPG, MD).
Strong network across NKA, DFI, SAT, and Lotte Group. Proven to drive growth in challenging categories — from Sara Lee FMCG to AJE Beverages to Brewery.
📊 Key Metrics
2023
101%
Bali Hai Achievement 2023
MT Achievement 2023 • Best Brand Performance
2023
59%
Bali Hai Growth 2023
YoY Growth 2023 • Best Performance
2023 GOLD
🏆 Best Brand
Best Brand 2023
Balihai Romantic Day Lager (Bali) & Eldiablo IPA (JBT) - Growth 59% | Achievement 101%
2008–2011
102%
Indomaret FY10
Indomaret FY10 Achievement 102% • Growth 22%
1999 — 2026
20+ Years
Experience
15+ National Chains Managed
💼 Work Experience
14+ rolesApr 2025 — Jun 2026
Sales Manager Modern Market
PT Deli Group Indonesia
- •Manage Existing Outlets, NOO Development, Trading Term Negotiation, Price & Margin Strategy
- •Forecasting, OOS Monitoring, Team Coordination, Pareto & Sell In/Out Analysis
- •Team Coordination and Modern Market Execution
Sept 2024 — Apr 2025
National Key Account Manager
PT KorinHub (Nongshim Noodle)
- •Vendor Registration, Trading Term Negotiation, Forecasting
- •Incentive Scheme, Distributor Management, Modern Market Development
- •New Product Import & Listing, Incentive Scheme, Distributor Management, Modern Market Development
- •Modern Market Development and New Product Listing
Jun 2022 — Aug 2024
National KAM (Promotion) • Previously KAM Dec 2020 — Jun 2022
PT BaliHai Brewery Indonesia
Achievement 101% • Growth 59% — 2023 Best Brand🏆 2023 The Best Performance Brand: Balihai Romantic Day Lager (Bali) & Eldiablo IPA (Jabodetabek) - Growth 59% | Achievement 101%
- •Managed NKA & MTI, Trading Term, Promo Fund & Cost Ratio, New Product Listing
- •Brand Activation, Beer Corner & Add Display, Distribution & Service Level Management
- •New Product Listing & Marketing Program Planning
- •Led distribution & visibility for Romantic Day Lager (Bali) & Eldiablo IPA (Jabodetabek)
Mar 2019 — Nov 2020
Key Account Manager
PT Gonusa Prima Distribusi
- •Modern Market Management, Key Account Management, Sales Target Achievement, Distributor Coordination, Trading Term, Product Listing, Sales Analysis, Promotion & Market Intelligence
Sept 2016 — Feb 2019
Key Account Manager
PT AJE Indonesia
- •Key Account Management, Trading Term Negotiation, Sales Target Management, Distributor Coordination, Product Listing, Program Evaluation, Sales Trend Analysis
Jan 2016 — Sept 2016
Manager Modern Market
PT Eshamdima (Dima Group)
- • Modern Market Management, Key Account Management, Sales & Target Achievement, Merchandising Relationship, Distributor Management, Product Listing, Sales & Promotion Analysis
2014 — Dec 2015
Key Account Manager
PT Santos Jaya Abadi & PT FastrataBuana (Kapal Api Group)
- •Modern Market Management, Key Account Management, Sales & Target Achievement, Merchandising Relationship, Distributor Management, Product Listing, Sales & Promotion Analysis
Feb 2013 — Mar 2014
KAM Modern Trade & MTI
PT Gondowangi Tradisional Kosmetika
Achievement 92% • Growth 22%
- •Managed Alfamart, Alfamidi, Lotte Group, Farmers, Century, TipTop, Hari Hari, Naga Swalayan
May 2011 — Jan 2013
Key Account Executive
PT Dexa Medica
- •Managed Modern Market Key Accounts — healthcare/pharma products in national chains
- •Trading Term negotiation & New Product Listing
- •Focus on distribution expansion in pharmacy-linked modern trade & supermarket health category
Jul 2008 — Apr 2011
Modern Trade Sales Dept — KAM Supervisor
PT SARA LEE Indonesia
Indomaret FY10 Achievement 102% • Growth 22%
- •Managed DFI (Giant, Hero) and INTRACO (Indomaret, Indogrosir, Lion Superindo)
- •Key Account & Modern Trade Management, Sales Target Achievement, Supply Chain Coordination, Purchase Order Management, Merchandising, Promotion, Competitor Analysis
Jul 2006 — Jun 2008
Modern Trade Sales
PT SARA LEE Indonesia
Purchase Order Management, Stock Availability & Visibility, Merchandising, Promotion Activity, Sales Analysis, Competitor Monitoring, Customer Relationship
Jan 2004 — Jun 2006
Merchandiser
PT Gelatik Supra
Merchandising, Product Display, Promotion Monitoring, Competitor Reporting, Outlet Relationship, Sales Support for principle Pt Saralee Indonesia
May 2002 — Jan 2004
Sales Promotion
PT Prima Rasa Utama
Sales Support for principle Pt Unilever Indonesia Tbk category personal care & Food, Product Knowledge, Stock Availability & Visibility, Product Display, Customer Communication, Competitor Monitoring
Sept 1999 — Jan 2002
Sales Representative
Bembie Motor Industry
Sales & Branding, Product Presentation, Customer Communication, Promotion, Relationship Building
🛠️ Core Skills
Commercial & Negotiation
✓Trading Term Negotiation
✓New Product Listing (NPL)
✓Price & Margin Strategy
✓Forecasting & OOS/DSI Management
✓Promo Fund & Cost Ratio
Leadership & Execution
✓Modern Market Rules & Compliance
✓Situational Leadership
✓Team Synergy & Productivity
✓Merchandising & Gondola Rental
✓Distribution & Supply Chain
🏆 Case Study Highlight — Bali Hai Brewery
2023 • GOLD
🏆 2023 The Best Performance Brand: Balihai Romantic Day Lager (Bali) & Eldiablo IPA (Jabodetabek) - Growth 59% | Achievement 101%
Leading brand performance nationally, driving distribution and visibility in Bali for Romantic Day Lager and in Jabodetabek for Eldiablo IPA (craft beer segment). Growth 59% | Achievement 101%. Focus on outlet penetration, Beer Corner dominance, and promo efficiency.
Bali • #1Jabodetabek • Craft
BHNational KAM Promotion • Jun 2022 — Aug 2024
101% ACH59% GROWTH2023 BEST BRAND
Challenge
Achieve MT target in competitive beer category with limited promo fund & high listing barriers. Elevate Romantic Day Lager in Bali & Eldiablo IPA craft in Jabodetabek to Best Brand 2023 with 101% achievement & 59% growth.
Action
- • Planning program marketing by chain
- • Monitoring cost ratio & promo efficiency
- • Team coordination KAE / FPO / SPG
- • Listing new item & Beer Corner display
- • Focus 2023: Romantic Day Lager (Bali) + Eldiablo IPA (JBT) → Growth 59% | Achievement 101%
Result
Target 2023Best Brand
Achievement 2023101%
Achievement Final101%
Growth 202359%
2023 Best Performance
Balihai Romantic Day Lager (Bali)
Eldiablo IPA (Jabodetabek)
Growth 59% | Achievement 101%
Eldiablo IPA (Jabodetabek)
Growth 59% | Achievement 101%
📚 Trainings & Certifications
2023
Managing People For Productivity
PPM Management — 18–19 October 2023
2022
Handling Modern Market and Trading Term
BLAR Academy
2013
Basic Supervisor Skill
PT Gondowangi Tradisional Kosmetika — 15 June 2013
2013
Situational Leadership
PT Gondowangi Tradisional Kosmetika — 15 June 2013
2011
Understanding Exclusive Sales Team and Synergy with Distributor
PT Dexa Medica — 16–18 June 2011
2011
Effective Coaching Skill
PT Dexa Medica — 20–23 June 2011
2011
From Managing Self to Managing Others
PT Dexa Medica — 6 December 2011
2011
Coaching for Maximal Performance Team
PT Dexa Medica — 6 December 2011
2011
Quality of Sales
PT Dexa Medica — 13 December 2011
2010
Entrepreneurship Training
Mr. Zainudin, Ph.D — PT Sara Lee Indonesia, Yogyakarta, August 2010
2008
Basic Modern Trade, Territory Management & Handling Objection
PT Sara Lee Indonesia — Bandung, 1 August 2008
2007
Salesman Motivation and Building Team Work
PT Sara Lee Indonesia — Lembang, West Java, 23–24 August 2007
2006
Red Pyramid – Training Selling Skills for Salesman
PT Sara Lee Indonesia — Puncak, West Java, August 2006
Sara Lee Indonesia
John Robert Powers (JRP) – Grooming to High Confidence
PT Sara Lee Indonesia
🎓 Education & Tools
Professional Profile
Place/Date of Birth: Jakarta, 11 March 1981
Nationality: Indonesia
Status: Married
Education: Bachelor’s Degree — Business Administration, STIAKIN Jakarta
Education
STIAKIN — Sekolah Tinggi Ilmu Administrasi Kawula Indonesia
Jakarta • Business Administration
Bachelor's Degree
Computer Skills
MS WordMS ExcelMS PowerPointForecasting ToolsDSI / OOS MonitoringPareto Analysis
Jakarta, Indonesia • Available for National KAM / Sales Manager Modern Market roles
👥 Team Modern Market Balihai — Period 2023
Open to Opportunities
Let's discuss your
Modern Market growth plan.
National Key Account Manager with 20+ years managing Indomaret, Alfamidi, Giant, Hero, Transmart & more. Ready to bring Trading Term mastery & promo efficiency to your team.
sugengxx@gmail.com 0818 084 93322
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