How Customer Strategy and Key Account Management Are Shaping the Future of Norway's Iconic Freia Chocolate Brand

Tuesday, November 28, 2023

For more than 100 years, Freia has been part of everyday life in Norway, becoming one of the country's most iconic chocolate brands. But behind the familiar packaging is a complex commercial world shaped by customer partnerships, strategy and collaboration. At Mondelēz International in Norway, Key Account Manager (KAM) Julia works at the heart of this, partnering with major grocery retailers to bring Freia products to Norwegian consumers. In this blog, she shares what it takes to grow an iconic brand while building its next chapter; because when you shape the future of a brand like Freia, you make MDLZ iconic.

Can you tell us a bit about your career journey and why you chose sales and the Key Account Manager (KAM) role at Mondelēz in Norway?

I have been in the FMCG industry right from university. I started in marketing and enjoyed it, but over time, I found myself more drawn to the strategic side; working outward toward the customer rather than the creative side. When I worked with campaign planning, for example, I spent a lot of time analysing sell-out data and shopper behaviour. The questions that excited me were, "How do we grow the category?" "Which customer should we prioritise?" "How can we optimise the campaign plan?" That curiosity eventually pulled me toward a Key Account Manager role.

When I decided to make the move, I also wanted to switch companies. I wanted a big organisation with well-known brands and lots of people I could learn from; people with varied backgrounds and deep competence. When I saw the job post at Mondelēz International for Key Account Manager for Freia, one of Norway's most iconic chocolate brands, it just felt perfect. I had to apply.

It turned out to be even more than I expected. I feel like I am growing fast; not just because of the tasks I am doing, but because of the people around me.

As Norway's number one chocolate, Freia is a household name - but people often think of the product before the commercial engine behind it. Why is the sales side of Freia just as iconic as the chocolate itself?

We often talk about, and work with, this idea that Freia has been here for 100 years and will be here at least for another 100. We are just a small part of this incredibly long story. There is a deep desire to make our part of that story as good as humanly possible and leave it just as strong for those who will continue building on it after us. It is that combination of short-term results and knowing this is bigger than just what is happening right now. We are building on a legacy. We often talk about Johan Throne Holst and his vision for Freia.

In your role as KAM, how do you feel you can make the biggest impact on the business?

There are so many people doing amazing work to make our products as good as possible. But for those products to actually reach the consumer, you need to have the customers on your team. That is where having a great relationship with the customer is crucial, and that is where the Key Account Manager role is decisive. You are the gatekeeper between what we plan internally and what reaches the consumer. That is what makes it so important.

What do you find most exciting about working with the biggest customers and being responsible for the COOP account with our Freia products?

It is the combination of strategic complexity and brand responsibility that excites me the most. Coop (one of Norway's largest grocery retail chains) has several different retail banners, each with different shoppers and commercial priorities. We cannot do the same thing in all of them. Day-to-day, that means building plans with the customer, negotiating activations, and making investment decisions that balance growth with profitability. I also like that it is a central role; always a cross-functional effort. I work closely with colleagues in category, demand planning, and field sales to bring Freia to life in stores.

And then there is the emotional side: Freia is more than just a chocolate brand; it is a part of Norwegian tradition. Everyone has a relationship with it. Being responsible for a brand like that is something I take seriously. This is my first year owning my own account, and it has pushed me out of my comfort zone; but in the best way, from leading negotiations to influencing stakeholders across the organisation. If you have good colleagues around you, it will only help you grow further.

If I had to give one piece of advice to aspiring Key Account Managers, it would be: get comfortable with complexity, be commercially curious, and have the courage to own your decisions even when you are still learning.

FMCG moves fast and is demanding. What motivates you specifically in that environment?

I thrive with a bit of tempo; things moving quickly, things happening. The FMCG industry in general moves fast. We are looking at yesterday's sales numbers, constantly following what is happening, adapting, changing. You have to stay on your toes; you simply cannot fall asleep at the wheel in this industry.

For those who haven't worked in sales before - what do you think would surprise them most about being a Key Account Manager (KAM) at Mondelēz?

I get the impression that many people hesitate to become a Key Account Manager because they are afraid of negotiations, and I think that perception needs to change. Because first, being a Key Account Manager is so much more than that. But also, everyone negotiates in their job every single day; they just might not call it that. So, there is no reason to be afraid of it. It is just a professional meeting. Two parties wanting to achieve the best possible results for both sides. And it is incredibly fun to work where things happen and to have a genuine impact on the results. I would definitely recommend trying it.

What's especially exciting about being part of the Sales team right now?

First of all, we work with exciting categories; that is fun. But we work with categories that are growing right now, and we are constantly looking for new ones. We are a big global company; there are so many opportunities here. If you have a good idea, you will get the chance to make it happen. A great example is the recent Biscoff collaboration with Freia Melkesjokolade; that shows how we can tap into global partnerships and turn them into something exciting locally. The same goes for Oreo: we could be part of huge global activations like BTS and Pac-Man and find ways to activate them here in Norway. We also have several brands in our global Mondelēz portfolio that we can bring to this market, like our recent launch of Sour Patch Kids, which has been a huge success in the UK.

One extra question - about the work environment. What defines the work culture here, in your opinion?

What brings the culture to life is the togetherness. We have team kick-offs and sales conferences twice a year where we come together across all functions, and those are the times where you truly feel the energy and the pride in what we do. There are some big Freia-hearts in this organisation. Even in the everyday; a quick coffee with a colleague or someone popping by your desk; there is a genuine willingness to support each other. It is a place where people enjoy being around each other.