Regional Sales Lead (beverages)

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.