Sales - Head of Sales

Role overview

• The Head of Sales will lead and drive the commercial agenda across East Africa, with ownership of revenue growth, market share, distribution expansion, and sales team capability. This is a hands-on leadership role with a strong focus on execution, numbers, and routes to market across all channels.

Key responsibilities

• Own and deliver the East Africa sales strategy with a strong emphasis on execution, scale, and sustainable growth
• Lead, coach, and manage Sales Managers across markets, building a high-performance, accountable sales culture
• Drive revenue growth, market share gains, and numerical distribution across all channels
• Route-to-market execution and optimisation across modern trade, general trade and institutions
• Translate commercial strategy into clear, actionable plans with measurable targets at every level
• Work closely with Trade Marketing, Marketing, Finance, Logistics and Operations to ensure strong in-market execution
• Build strong relationships with key customers, distributors, and strategic partners
• Lead forecasting, budgeting, and sales performance reviews with a strong grip on numbers and discipline
• Recruit, develop, and retain top sales talent, with a strong focus on coaching and succession planning
• Actively contribute as a member of the leadership team, shaping broader business strategy and decisions

Requirements

• Do you have 10 or more years’ experience in FMCG sales?
• Have you led sales across multiple channels (e.g. modern trade, general trade, distributors, HORECA, key accounts, or exports)?
• How strong is your experience in designing or optimising route-to-market and distribution models?
• How strong is your track record in driving market share growth in competitive FMCG categories?
• How comfortable are you leading sales using numbers, forecasts, KPIs, and performance dashboards?