Regional Sales Lead Beverages
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Qualifications, Skills and Experience
- Bachelor's degree in Sales, Marketing, Business Administration, Commerce, or a related field.
- Minimum 8 years of progressive sales experience, with mandatory Beverage category experience.
- At least 3 years in a regional sales leadership or senior management role within FMCG or Beverages.
- Strong experience managing distributors, primary and secondary sales, and large field sales teams.
- Proven expertise in Route-to-Market strategy and execution.
- Good understanding of modern trade, general trade, and wholesale channels.
- Strong knowledge of the Kenyan FMCG market, particularly Central Kenya.
- Excellent commercial, analytical, negotiation, and people-management skills.
- Proficiency in Excel, CRM, and sales reporting systems.
Key Responsibilities
- Drive regional primary and secondary sales, revenue, and volume targets.
- Manage distributors and strengthen sales performance, stock availability, and market coverage.
- Lead Route-to-Market execution, territory planning, outlet expansion, and distribution growth.
- Drive product mix, SKU performance, new product launches, and channel execution across modern trade, general trade, and wholesale.
- Build relationships with key customers and distributors while identifying new business opportunities.
- Lead, coach, and develop regional sales teams and distributor sales representatives.
- Monitor competitor activities, market trends, sales forecasts, and regional performance.
- Ensure compliance with pricing, credit, commercial policies, and reporting requirements.