Regional Sales Manager

Job Purpose

The role holder will be responsible for effective management of Sales and Distribution across several Areas; including overseeing key distributors/ partners and providing leadership to the respective Area Managers and Sales teams to ensure volume and value targets for the assigned regions are achieved; providing direction and driving execution on trade marketing activities within the region effectively and efficiently. Responsibilities and Accountabilities


Area 1: Trade development

Develop, implement and monitor the Regional Sales and distribution strategies ensuring the areas achieve the given sales targets
Deliver on sales, trade marketing and distribution strategies and KPI’s to track performance in key markets/ zones and ensure corrected actions are in place.
Analyze and provide insight and recommendations of regional 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 National Sales Manager, Marketing/Brand Managers, Innovation Manager, Demand Planner and Area Sales Managers and other Managers to define and share best practices and deliver high quality products.
Drive process alignment across the region 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 for the team
Create value adding business relationships, within the area clients by building key partnerships with distributors and other key Stakeholders (County Government, Police etc.)
Area 2: Route to Market Management

Responsible for executing Route to Market plans for the region, including but not limited to Developing New Areas, developing existing distributors, selecting New distributors, managing business continuity plans and driving direct selling.
Developing other key channels such as E- commerce, Key Accounts, Defco, Wines and Spirits and Stockists in the region where required.

Area 3: Team Management

Supervise, motivate and develop the area sales mangers by regular coaching and accompaniments assigned in their areas to ensure maximum returns for the business.
Develop and execute plans within the territory to develop and expose area managers and sales representatives to create an environment where individuals can grow and succession is built
Area 4: Distributor management

Support the assigned distributors to achieve volume and distribution targets in order to maximize brand availability and visibility, through the execution of essential trade and brand marketing activities.
Manage and ensure distributors are operating within the agreed SLA`s with reference to resources and budget requirements, trading terms, coverage, tools of trade etc.
Evaluate distributor performance formally and ensure Business reviews are in place
Manage Trade Incentive Programs through distributors so that investment is directed at enhancing brand value and profitability.
Ensure Distributor teams are well trained and aligned to KWALS RTM Objectives
Manage the relationship with distributor to reach a preferred partner level.
Implement debt management strategies employed on Key Accounts & distributors.

Area 5: Budget Management

Manage KWAL regional budgeting activities assigned and drawing up of budgets for market activity recommendation.
Manage Regional Budget Splits at an area, customer and rep level
Manage Trading Terms for clients within the region

Minimum Requirements

Bachelor degree in a business related field.
A Masters degree in a relevant field will be an added advantage.
A professional qualification in marketing would be an added advantage
A minimum of 6 years in sales and distribution within the FMCG Industry.
Working knowledge in the respective area will be an added advantage.
Possession of a clean and valid driving license.
Practical experience in use of MS packages and ERP systems.


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About Kenya Wine Agencies Limited (KWAL)

Kenya Wine Agencies Limited (KWAL) is the leading manufacturer and distributor of wines and spirits in Kenya , Eastern and Central Africa region.

Since 1969, when KWAL was incorporated with the objective of providing an avenue for importation and distribution of wines and spirits and enable indigenous Kenyans to participate significantly in this sector; we have delighted consumers across Eastern Africa with award winning and quality beverages.

As a beverage company dealing with both alcoholic drinks – wines and spirits – and non-alcoholic ones including grape juice and syrup, KWAL’s business includes manufacture, import, distribution, sale and export of alcoholic and non-alcoholic beverages. We are continuously committed to quality in all aspects of our business.

Wine, is a flagship product of KWAL and has predominantly been enjoyed by our esteemed clientele, who cherish rewarding themselves and savour the good things in life. This is the delight, value and quality that KWAL brings to its valued clientele and stakeholders.