Job Title: Head of Sales
Reports To: Sales Director
Context/Scope
KBL is the No.1 FMCG Company in East Africa, with +95% share of the beer market approximately 5% of the Spirits market in Kenya. KBL is on double digit (TP/NSV) growth YOY. KBL is responsible for both supply and demand for beer & spirits and non-alcoholic drinks. It operates 1 brewery & 1 distiller and also markets and distributes a strong portfolio of global brands. KBL brands sell out of approx. 30,000 retail outlets.
Purpose of Role
To provide leadership and guarantee our Sales, Distribution and Trade Marketing Strategies
To provide leadership to the Nairobi sales team by managing, mentoring, developing and coaching them and ensure route to market, trade execution keeping the team focused on the expected delivery.
Provide leadership and drive synergy across the mainstream business by working closely with the other sales functions, our supply chain and logistics partners, finance, legal and CR departments.
To direct, control, motivate, lead and train the Nairobi sales team to deliver to our commercial standards, and effective management of both Distributor and Retail sales operations.
Accountabilities
Adapt, refine and execute the route to market strategy: – Distribution structure/ model, resources and budget requirements, trading terms, credit risk and customer pricing guidelines & Approach to implement trade and brand programmes within POS & – Propose changes based on market review & Oversee development and execution of the trade coverage plan for the division.
Contribute to the overall sales and business strategy development and execution and division ensure seamless implementation of strategy, brand programmes and activities at the POS as per consumer motivation and customer segmentation demands.
Manage trade programme development & implementation for customer segments and market’s SOP process and embed outcomes in the national SOP process. Ensure trading terms and conditions are adhered to by all EABL customers
Ensure effectiveness & efficiency of secondary supply chain (DOWNSTREAM) Ensure that objectives in terms of availability, visibility, volume, margin, quality are achieved. Ensure Trade area works in accordance to EABL’s Marketing Standards and all Corporate Guidelines.
Ensure that Trade area is well trained and motivated
Develop and manage business relationships with strategic trade partners, retail customers, distributors, wholesalers and stockists. ; Represent the company on trade marketing to trade associations in order to maintain & build company goodwill and loyalty; 10 years’ Sales leadership experience with a proven track record of success and delivery, ideally across different markets and trade channels.
Functional Knowledge & Skills
Trade and/or brand strategy development
Trade marketing development
Customer engagement
Logistics/ supply chain management
Account management
iii) Key Success Factors
Discipline & Overall numeric and weighted distribution performance
Product availability/ distribution targets Customer satisfaction targets
Distribution financials (e.g. total cost, cost per unit, margins) Service level ; Retail Quality Index (RQI) objectives (look and physical quality of product on shelf). ; Achievement of target divisional account contracts; Quality and competence of our RTC execution partners; Overall national sales volume ; Overall national market share ; Portfolio financials (e.g. P&L, margin)
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