Route To Consumer Manager

Kenya Wine Agencies Limited is currently seeking a suitable candidate for the following position: Route to Consumer Manager KWAL.
Supporting the execution of Route to Consumers (RTC) strategy in Kenya & Exports to ensure demand fulfilment at optimum cost for consumers, distributors and KWAL. Drive optimum service levels & reach through the execution of a fit for purpose and competitive RTC for the markets,



Route to Consumer

Oversight of all ‘Route to Consumer’ (RTC) activities in the markets
Support execution of RTC strategy across the markets in close collaboration with National Sales managers and all cross functional teams
Diagnose critically current RTC and identify, then prioritize opportunities to maximize KWALs reach and offer differentiated services at optimum cost
Develop clear recommendations on Route to consumer strategy and cost to serve as part of the annual business planning process.
Ensure the Annual Service Level Agreements with Distributors are aligned with the RTC objectives
Develop a route planning framework based on outlet targeting and segmentation
Develop the strategy for distributor/sub-distributor & wholesaler management and development
Provide the tools and framework for demand fulfilment execution
Implement and drive a performance management culture and process for Route to consumer with key KPIs.
Ensure compliance requirements with KWAL policies and procedures are met for managing and engaging third parties
Work collaboratively with Area Managers to facilitate implementation of evolving Route to consumer strategies according to region maturity and capability/capacity to execute.
Advise and implement best warehousing and stock management practices at Distributorships.
Responsible for developing the framework for capability building of Sales reps, TDRs and DSRs based on the 70-20-10 development guide
Work with Area Sales Managers to identify the development and training needs of the sales team, then liaise with HRBP and National Sales Manager to deliver solutions that will address the gaps identified.
Fully embed the understanding of KWAL Channel plans, Policies, SOPs and other compliance requirements in the Sales team.
Responsible for managing the all processes that relate to the automation of the sales activities and using insight from their analysis to give foresight to the business.
Support Territory Sales Managers on optimising route to market practises such as route planning based on the automation tools.
Collate all market SFE analysis, and track key KPI indices on RTC activities and prepare reports recommending remedial interventions.

Distributor Management

Ensuring compliance with distributor operating standards i.e., minimum stock levels, tools, warehousing, people and sales systems.
Maintain and review Distributor KPIs and incentives.
Manage on boarding and rationalization of Distributors in Line with KWAL Distribution Strategy.
Embed within the sales Team KWALs relationship management model with Distributors.
Monthly review of distributor profitability with KWAL operations
Growing distributor retail coverage and percentage of KWAL’s share in distributor business
Advising distributors on best cash flow management practices.


A Bachelor’s degree in a business-related field.
Masters in a relevant field will be an added advantage.
At least five (5) years’ experience in a commercial division with exposure on majority of the key areas such as Sales Management, distributor management & Route to Consumer
Experience with an automated sales environment is essential.
FMCG industry


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About Kenya Wine Agencies Limited (KWAL)

Plan International was founded over 75 years ago with a mission to promote and protect the rights of children. The

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.