Regional Sales Lead, Beverages - Central Region, Kenya

Position Title: Regional Sales Lead, Beverages Location: Central Region, Kenya Function: Sales and Commercial Industry: FMCG, Beverages Category Experience: Beverage Sales experience is mandatory ROLE PURPOSE To lead and grow the Beverage business across the Central Region of Kenya by delivering agreed primary and secondary sales targets, strengthening Route-to-Market execution, optimizing product mix, expanding outlet coverage, improving distributor performance and building the capability of the regional sales team. The role is expected to be highly hands-on and market-facing, with significant time spent working alongside distributors, customers, Distributor Sales Representatives, agency vans, order bookers and the internal sales team. The Regional Sales Lead will translate commercial strategy into disciplined market execution and sustainable regional growth. The successful candidate must have strong Beverage category experience, a detailed understanding of the Kenyan FMCG market and the ability to lead performance across modern trade, general trade, wholesale and distributor-led sales channels. KEY RESPONSIBILITIES Key Responsibilities and Performance Areas 1. Regional Sales Performance • Develop and implement regional sales plans to achieve volume, revenue and market-share targets. • Monitor primary and secondary sales and implement corrective actions where necessary. 2. Product Mix Management • Drive sales across the beverage portfolio, monitor SKU performance and improve product penetration. • Support new product launches and address slow-moving stock. 3. Route-to-Market and Distribution • Oversee distributor networks, agency vans, territory coverage and sales routes. • Ensure at least 80% achievement of agreed Route-to-Market targets. 4. Distributor Management • Manage distributor relationships, performance, stock levels, sales targets and profitability. • Conduct regular business reviews and address operational gaps. 5. Business Development and Market Expansion • Identify new business opportunities and expand customer and outlet coverage. • Drive customer acquisition, retention and growth across assigned territories. 6. Channel and Trade Management • Drive sales across general trade, modern trade, wholesale and other relevant channels. • Ensure effective merchandising, promotions, product availability and brand visibility. 7. Team Leadership and Development • Lead, coach and manage the regional sales team. • Ensure 100% completion of agreed monthly Distributor Sales Representative (DSR) training. 8. Market and Competitor Analysis • Monitor competitor activities, pricing, promotions and market trends. • Provide actionable insights to support regional sales growth. 9. Key Account Management • Build relationships with strategic customers and distributors. • Negotiate commercial agreements and resolve customer service issues. 10. Sales Forecasting and Stock Management • Prepare accurate sales forecasts and coordinate demand planning. • Monitor inventory levels and minimise stock-outs, overstocking and expiry risks. 11. Commercial Controls and Compliance • Ensure compliance with approved pricing, credit, discounts and commercial policies. • Monitor overdue payments, customer claims and commercial risks. 12. Reporting and Performance Management • Prepare regional sales reports, dashboards and distributor scorecards. • Conduct regular performance reviews and present progress, risks and action plans to management. Key Performance Indicators (KPIs) • Regional sales and revenue target achievement. • Market-share and volume growth. • Route-to-Market achievement (minimum 80%). • Distributor and outlet growth. • Product mix and SKU penetration. • Customer acquisition and retention. • Team productivity and training completion. • Forecast accuracy and stock availability. • Distributor profitability and debt management. • Commercial compliance and reporting accuracy. Requirements IDEAL CANDIDATE PROFILE Education and Professional Qualifications • Bachelor’s degree in Sales, Marketing, Business Administration, Commerce or a closely related discipline. • A postgraduate qualification in Sales, Marketing, Business Administration or Strategic Management is an advantage. • Professional certification in sales, marketing, commercial management or leadership is desirable. • Relevant training in distributor management, Route-to-Market strategy, key-account management or sales-force effectiveness is an advantage. Experience Requirements • Minimum of eight years of progressive sales experience, with strong and demonstrable experience specifically within the Beverage category. • At least three years in a regional sales leadership, senior area management or comparable commercial role within FMCG or Beverages. • Strong understanding of the Kenyan FMCG market, particularly Central Kenya. • Proven experience managing distributors, primary sales, secondary sales and large field sales teams. • Practical experience developing and executing Route-to-Market strategies. • Strong experience across modern trade, general trade and wholesale channels. • Demonstrated success in delivering sales targets, improving distribution and expanding market coverage. • Experience managing product mix, Stock Keeping Unit (SKU) performance, new-product launches and trade execution. • Experience coaching Distributor Sales Representatives, agency teams, order bookers and frontline sales personnel. • Demonstrated ability to manage key customers and commercially sensitive distributor relationships. Technical Competencies - Sales and commercial management. - Sales planning and forecasting. - Route-to-Market and distribution management. - Distributor and channel management. - Product and portfolio management. - Business development and customer acquisition. - Trade marketing and market analysis. - Sales performance and profitability management. - Commercial negotiations and reporting. - Excel, CRM and sales automation tools. Leadership & Behavioural Competencies - Strategic and commercial thinking. - Strong leadership and team development. - Analytical and problem-solving skills. - Integrity and accountability. - Excellent communication and negotiation. - Customer relationship management. - Results-driven and execution-focused. - Adaptability and resilience. - Cross-functional collaboration. - Hands-on market leadership and willingness to travel. SUCCESS DEFINITION FOR THE FIRST 12 TO 24 MONTHS • Deliver consistent achievement of agreed regional primary and secondary Beverage sales targets. • Maintain at least 80 percent achievement against agreed Route-to-Market targets, with a clear plan to close remaining execution gaps. • Improve distribution depth, outlet coverage, product availability and priority-SKU penetration across Central Kenya. • Establish a balanced and commercially sustainable product mix across distributors, territories and channels. • Strengthen distributor capability, stock health, sales execution and overall business sustainability. • Expand the active customer base and reduce material gaps in regional market coverage. • Establish disciplined sales forecasting, performance reporting and regional business-review processes. • Achieve 100 percent completion of the agreed monthly DSR training program and demonstrate measurable improvement in frontline sales capability. • Improve sales-force productivity through structured route rides, coaching, territory management and performance accountability. • Strengthen execution across modern trade, general trade and wholesale channels. • Establish reliable competitor and market-intelligence reporting that leads to timely commercial actions. • Improve collaboration between Sales, Supply Chain, Customer Service, Marketing, Trade Marketing and Finance. • Build a sustainable growth plan for the Central Region, supported by strong distributors, capable sales teams and disciplined market execution.