Diageo – Area Business Development Manager (Nairobi).

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About us

From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve. Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people. Feel inspired? Then this may be the opportunity for you.


At Diageo, we do Sales differently. We are the leading beverage alcohol company in every region of the world, boasting internationally-recognised brands such as Baileys, Guinness, Smirnoff, and Johnnie Walker. This is your opportunity to create new ways to share and celebrate our truly iconic products across the globe!

We offer a perfect blend of local and global roles, covering everything from digital to customer service, our immersive store experiences to international operations. Wherever you are, you’ll need to be able to forge lasting relationships, bring commitment and energy to improve our performance, and a genuine entrepreneurial spirit in tune with our company’s proud legacy.

At Diageo, character is everything; so, if you share our sense of adventure, you’ll have the chance to learn a huge range of skills & disciplines and build an exceptional career with us.


EABL operates within a multi-cultural, multinational environment. EABL comprises four business units: KBL, EAML, and UBL. KBL is further categorised into Demand and Supply. The Supply business is involved in the production and primary logistics of beer and spirits. The Demand business is involved in marketing and route to consumers.

About the Role

This role is located within the Demand Sales business. The ABDM role will be critical to the overall KBL short, medium and long term strategy in developing and driving our trade & distribution strategy as well as operational excellence in achieving 100% distribution effectiveness and efficiency through our evolving RtC model.

The average ABDM looks after 3-4 distributor accounts and 2/3 Customer Relationship Representatives and is responsible for managing and developing profitable brand and volume growth within nominated distribution. The role is 90% field based in regions, with long periods unsupervised and extensive travelling required. The job holder is expected to be away from home overnight on many occasions and will be under intensive pressure with constant demands from distributors and retail customers

The ABDM works closely with 1st line sales Representative (TMR,TDR,DSR), and the Divisional Sales Manager.

Purpose of Role

To positively influence sales of KBL brands by regular contact, networking and motivation of allocated distributor accounts. To ensure the sales team under them is delivering an optimized brand portfolio of both beer and spirits in each outlet across the Area s/he is managing.

Reports To: Divisional Sales Manager



Area Operations budget

Company Assets: Vehicle, Fridges, Marketing Collateral etc

Promotion implementation expenditure within budget

Market Complexity

KBL demand has 97% volume share of beer market.  KBL demand is one of the leading FMCG companies in East Africa and also markets UDV brands. KBL operates in a very competitive environment that has seen the entrance of new players in the total alcohol category. This necessitates the need for a pro-active business approach. An advantaged national distribution network within the Kenyan alcohol market is key to maintaining KBLs competitive advantage and delivering of both volume growth and market share.

Changing macros driven by competition for limited disposable incomes and the opening up of economic trading blocs allowing in flow of products from other markets. Consumers are also becoming more discerning demanding better value for money at the bottom end and uncompromised quality at the top. This requires proactive selling to maximise company market share. Trade is evolving and being more sophisticated especially at retail level. 

Leadership Responsibilities:

The job holder is required to motivate, coach and develop his sales team as well as manage the Area P&L while successfully managing relationships with his key partners and assets the distributors.

Top Accountabilities

  • People capability development through coaching and accompaniment (TMR,TDR,DSR), based on the structured call

  • Embedding the Diageo Standards Of Excellence as the way of working

  • Developing and sustaining amazing relationships with our distributors.

  • Develop and drive joint strategy and plans with distributors, have direct performance and P&L responsibility for distributor businesses.

  • Maintain a strong focus on working with distributors to develop sales capability within their organisations.

  • Ensure the constant updating and implementation of fit for purpose trade coverage plans for the area.

  • Ensure that objectives in terms of availability, visibility, volume, margin, quality and RRP are achieved for the area.

  • Develop and implement an area operational plan in line with the overall divisional and OpCo annual operational plan

  • Adapt trade programmes developed by the Trade Development Manager, Customer Marketing & Brand teams to the area’s reality

  • Quickly escalate and lead response to competitive threats when necessary.

  • Provide guidelines to the 1st line sales Representative (TMR,TDR,DSR), regarding retail planograming and retail media

  • Ownership of the 12-month demand planning data for respective area

  • Ensure that area team and trade partners are well-trained and aligned with KBL’s International Marketing Standards and all Corporate Guidelines

  • Consolidate data gathered by area team to insure that DSM, Head of Trade and Trade Development Managers are fully informed at all times

  • Ensure that internal control procedures are followed in relation to the identification and resolution of cash and stock shortage discrepancies

  • Manage cash collection issues ensuring that contracts and procedures are written and negotiated in line with company procedures and legal requirements, minimising commercial risks

  • Manage budget for trade programmes for the area

  • Manage the productivity & cost optimisation of the area. Produce distributor and area P&Ls  plus trade spend effectiveness in the area

  • Propose goals and KPIs for the programmes implemented in the area and track ongoing results

  • Generate/ gather ideas from customers and consumers in order to enhance and customise trade programmes

Qualifications and Experience Required


  • A business-related degree or equivalent


  • At least 3 years experience in a similar role.


Diversity statement

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Character Is Everything





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