General Trade Representative - Western

Our client a vertically integrated textile solutions provider based in Ruiru, Kenya. They design, manufacture, and distribute innovative textile solutions across Sub-Saharan Africa through a diverse portfolio of brands, including Butterfly, Zuri, Uzi Bora, TexStyle, Asili, among others. The Opportunity Western is a priority growth market requiring a commercially mature field operator. The representative must deepen important existing relationships, expand quality customer spread, protect repeat-order rhythm and payment quality, and turn strong market knowledge into sustainable revenue growth. Territory focus: Kakamega, Bungoma, Busia and Vihiga, including Busia-linked and cross-border trade flows. THE COMMERCIAL TEST: Show evidence that you can find opportunity, build trust, convert new customers and create repeatable, commercially sound growth in this specific market. Regional Mandate Develop greater depth within important existing customers through structured account plans, increased product range, higher order frequency and dependable repeat purchasing. Identify, qualify and activate new wholesalers, distributors, retailers, agents and other commercially viable B2B customers across Kakamega, Bungoma, Busia and Vihiga. Expand active customer spread across towns and routes, reducing overdependence on a small number of customers, locations or account relationships. Build Busia-linked and cross-border trade intelligence covering customer flows, product movement, pricing, competitor activity and emerging opportunities. Monitor customer quality, payment behaviour, credit exposure and concentration risk, escalating material concerns promptly. Balance the needs of important existing customers with disciplined development of new customers, routes and commercially attractive opportunities. Core Responsibilities 1. Revenue Growth and Customer Acquisition · Own the external sales cycle from prospecting and qualification through conversion, activation and commercial growth. · Deliver agreed revenue, active-customer and repeat-customer outcomes. · Maintain a visible, qualified pipeline and focus time on opportunities with credible value and conversion potential. 2. Customer Relationships and Market Presence · Build trusted relationships with owners, decision-makers, influencers and trading partners. · Maintain the field presence and visit rhythm required by the territory. · Understand how customers make money and shape relevant value propositions that improve their business and S&S growth. 3. Market Intelligence Discipline · Capture field intelligence every week, not only when requested. · Track customers, competitors, pricing, availability, payment behaviour, route gaps, product gaps, lost sales and emerging opportunities. · Convert observations into implications and recommended commercial actions. 4. Commercial Quality and Execution · Grow revenue responsibly, protecting gross profit, pricing, payment and credit standards. · Commercialise new products and improve range, variety and order frequency. · Escalate material risks and opportunities quickly and maintain clean handovers to Customer Growth / Care for internal follow-through. Field Sales Ownership and Customer Growth / Care Support Field Sales owns: external market growth, territory presence, prospecting, customer acquisition, commercial relationships, opportunity conversion, route development and market intelligence. Customer Growth / Care supports: post-sale account support, service follow-through, order and fulfilment coordination, issue tracking, customer communication and internal escalation. The Field Sales Representative remains commercially accountable for the customer relationship and growth outcome while partnering with Customer Growth / Care for reliable internal execution. Monthly Accountability · Revenue: deliver the agreed monthly revenue and gross profit plan for the territory, with clear visibility of gaps and recovery actions. · New customers: acquire and activate new customers against the agreed territory target. · Repeat customers: increase the number and value of customers placing repeat orders. · Active customer spread: expand active coverage by town, corridor and customer segment, avoiding overdependence on a small number of accounts. · Pipeline and conversion: maintain a qualified opportunity pipeline and report progress from mapping to activation, conversion and growth. · Market intelligence: submit a weekly field intelligence update covering customer movements, competitor pricing and availability, route gaps, stock gaps, lost sales, emerging opportunities and recommended actions. · Commercial discipline: maintain agreed payment, credit, pricing and escalation standards. First 90-Day Proof Window Performance will be reviewed in six two-week field cycles, followed by a final consolidation window to Day 90. Each cycle must produce evidence, not activity alone. Cycle Required proof / output Days 1-14 Review existing Western business and map priority customers, towns, routes, competitor activity and current areas of customers Days 15-28 Build a live customer and opportunity map covering existing-account potential, new prospects, Busia-linked flows, customer quality behaviour. Days 29-42 Establish growth plans for priority existing customers and qualify new prospects and routes by value, payment quality and repeat economics. Days 43-56 Activate priority new prospects, improve range and ordering within selected existing customers. Days 57-70 Convert first new customers, increase active spread and establish repeat-order signals. Days 71-84 Strengthen the best routes, correct weak coverage and refine competitor responses. Days 85-90 Present proof of hub strength, route viability, customer spread, revenue and repeat performance. Key Deliverables Structured growth plans for priority existing customers and a credible pipeline of quality new customers. Active customer growth across Kakamega, Bungoma, Busia and Vihiga, with reduced concentration risk. Measurable improvement in product range, order frequency, repeat purchasing and customer spread. Reliable intelligence on customer quality, payment behaviour, competitor activity and Busia-linked trade flows. A prioritised next-quarter plan identifying where S&S should deepen, expand, test or deprioritise. Candidate Evidence Required Applications and interviews should provide specific examples, customer names or types, locations and measurable outcomes demonstrating: Experience managing significant existing customers while opening new routes and acquiring new customers. Evidence of increasing customer volume, product range, order frequency and repeat business. Strong judgement on customer quality, payment behaviour, credit exposure and commercial risk. Practical knowledge of Western trade dynamics, including Kakamega, Bungoma, Busia, Vihiga and Busia-linked flows. Examples of reducing concentration risk through quality acquisition and using market intelligence to change route or account actions. What You Bring · A structured market developer who plans carefully and follows through consistently. · Comfortable balancing a main hub with multiple route calendars. · Strong relationship-builder with the patience to create repeat behaviour. · Analytical enough to distinguish route presence from commercially productive coverage.