Leading FMCG Company at KENYA
Role :
The General Trade Head is responsible for developing and executing the sales strategy at national level. The person will lead a team of regional and area sales managers, set sales targets, and work collaboratively with cross-functional teams to drive market penetration, increase revenue, and ensure the effective distribution of products across the different General Trade Channels. This role requires a deep understanding of FMCG industry dynamics and a proven track record of managing sales operations across large geographical regions.
Key Responsibilities
Sales Strategy Development:
- Formulate and implement national sales strategies aligned with the company's business goals to increase market share and profitability.
- Will be directly responsible for optimising cost-to-sales and ensuring P&L management, along with leadership team.
Sales Targets & Revenue Growth:
- Define and achieve sales targets for different regions, ensuring consistent revenue growth.
In-market Sales Execution & Sales Excellence:
- Complete ownership of execution of all sales strategies and delivery of agreed Annual Operating Plan sales & distribution numbers.
- Drive all KPI metrics related to productivity, range selling, merchandising & visibility.
- Drive the adoption of digital solutions/efficiencies across the sales function.
Team Leadership & Management:
- Manage and mentor a national sales team, including regional/area sales managers and representatives.
- Provide leadership to foster a high-performance sales culture.
Customer Relationship Management:
- Develop and maintain strong relationships with key clients, distributors, and stockists to ensure customer satisfaction and loyalty.
Market Analysis & Competitor Monitoring:
- Conduct market analysis to identify opportunities for growth, understand competitive activities, and recommend action plans.
Distribution & Channel Management:
- Ensure effective distribution of products across all regions.
- Analysing Secondary Sales Data & Guiding & training the Team to effectively deliver our secondary sales objectives.
- Drive Secondary Sales & Route to Market Initiatives.
- Drive Focus Products initiatives
- Implementation of DMS
- Effective Utilisation of Distributor Sales Team
- To Optimize sales channels to maximize product availability.
Budgeting & Forecasting:
- Prepare sales budgets and forecasts, monitor sales performance, and make necessary adjustments to meet business objectives.
Sales Channel Development and Optimization:
- Responsible for identifying, developing, and optimizing diverse sales channels, ensuring maximum market penetration and profitability.
Field Work & willingness to Travel:
- Must be willing to travel extensively across regions to oversee sales operations, meet key clients, and monitor the performance of different sales channels. Travel will include visits to General Trade Customers, Distributors, and Secondary Markets to evaluate Distribution Strength, whilst touching on Secondary Sales Exposures.
- A Minimum of 15 Days Field Work (including Upcountry Travel) is Mandatory per Month. A preplanned Schedule must be submitted to Management at the beginning of every month.
- Participation in industry events and conferences will be required when necessary to enhance market insights and build strong relationships with channel partners.
Cross-functional Collaboration:
- Work closely with marketing, finance, supply chain, and product development teams to ensure cohesive execution of business plans on daily & weekly basis.
- Coordinate with logistics and distribution teams on effective deliverables.
Reporting & Analysis:
- Regularly report sales performance, market trends, and challenges to CEO and/or Senior Management, providing actionable insights and recommendations.
Excellent Savings potential + Family Accommodation + Local Salary (Food) + School Fees + Car + Airfare for Family + Other Expat Benefits
