Kenya Wine Agencies Ltd (KWAL) – National Sales Manager.

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The job holder will be you will be responsible for the overall organization and administration of the sales and distribution activities to ensure achievement of set targets in line with the approved budget levels. The role holder will provide leadership in driving continuous volume & value growth by optimizing trade marketing fundamentals (i.e. availability, visibility, merchandising & pricing.)


Area 1: Trade Development
•Prepare, implement and monitor the Sales and distribution strategies ensuring conformity to the overall business strategy and drive the achievement of the organizational goals and objectives.
•Define and endorse sales, trade marketing and distribution strategies and route to market for all local KWAL markets to drive the achievement of the sales targets (volume and value).
•Define and agree sales, trade marketing and distribution KPI’s to track performance in key markets/ zones and ensure corrected actions are in place.
•Assess business performance of KWAL and competitors for respective channels/ customer segments, in order to enhance effectiveness of development trade- and brand programs.
•Work in collaboration with the Commercial Director, Marketing Manager, Territory Sales Managers and other Directors/Managers to define and share best practices and deliver high quality products.
•Drive process alignment in key markets in order to have a competitive edge, track and follow up on KPIs (such as stocks, sales, strike rate, drop size, call visits per day, etc.) which will allow the businesses enhanced transparency for improved decision making.
•Drive the availability, accessibility, affordability and activation of KWAL products and other sales Force Automation (SFA) metrics at a national level.

Area 2: Route to market Planning
•Actively manage Route to Market set-up plans including, but not limited to active direct selling, distributor selection, terms of trade, margin optimization, price, trade marketing, key account and distributor management.
•Develop and enhance the Route to Market and sales leadership capacity across all identified areas, by entrenching the “best fit” market approach within the organization and through engagement with key stakeholders

Area 3: Distributor management
•Support the assigned distributors to achieve volume and distribution targets in order to maximise brand availability and visibility, through the execution of essential trade and brand marketing activities.
•Manage and ensure distribution structure or model, resources and budget requirements, trading terms, credit risk and customer pricing guidelines are adhered to.
•Evaluate distributor performance formally on regular basis.
•Manage pay for perform through distributor so that investment is directed at enhancing brand value and profitability.
•Manage the relationship with distributors and Key Accounts to reach a preferred partner level.
•Develop and implement debt management strategies employed on Key Accounts & distributors.

Area 4: Budget Management
•Prepare, implement and monitor annual budgets (Trade incentive, distribution & sales operations budgets) ensuring conformity to the overall business strategy and drive the achievement of the organizational goals and objectives.
•Evaluate and manage trading terms (margins and credit) to enhance volume, volume share and profitability in line with company objectives.

Area 5: Team management
•Establish systems to attract, develop, engage, and retain talented individuals and create an environment where they can realize their full potential and contribute to the attainment of departmental and organizational goals.
•Provide leadership to the team by means of regular coaching and development to ensure sufficient succession planning is available. Driving enthusiasm, change, motivation and passion to build a winning team.

Area 6: Key Stakeholders Management
•Establish and manage relationships with key clients, internal teams and stakeholders including other industry players to support KWAL business interests in Kenya.
•Develop and manage business relationship with strategic trade partners.


•A Bachelor degree in a business related field
•Must hold a professional qualification in marketing
•A Minimum of seven (7) years sales and distribution experience
•A Master’s degree in a relevant field will be an added advantage
•Membership in a professional body would be an added advantage

Job Closing Date 03/02/2020

Click Here To Apply




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