Regional Sales Manager

Department : Commercial

Reports to : National General Trade Manager

Supervises : Distributor Representatives

JOB PURPOSE:

Reporting to the Group Commercial Director, the overall purpose of this role is to deliver volume, revenue, and Market share growth by effectively managing the Sales General Trade Team to deliver implementation of business plans whilst delivering superior customer experience through the Regional Sales Managers and the Trade Development Representatives.

DIMENSIONS:

Turnover: KES 2.5B

Staff supervised directly: Various (7)

Staff supervised indirectly: N/A

KNOWLEDGE, SKILLS AND EXPERIENCE REQUIRED:

Minimum Requirements:

• Bachelor’s Degree in any Business-Related Field
• Post Graduate Diploma in Marketing would be an added advantage.
  
• Minimum of 5 years’ experience in sales and marketing (FMCG)- General Trade
• Valid Driver’s License

Key Attributes/ Competencies:

• Demonstrates Commercial Acumen
• Leads Change
• Advance strategy
• Drive execution.
• Develop self and others.

PRINCIPAL ACCOUNTABILITIES AND KEY RESULTS:

Trade & Outlet Execution

• Execution of Outlet against picture of success QDVPPP
• Drive execution of cycle plans - Promotions and other trade initiatives
• Monitor competitive activities through the team and advice the NSM accordingly.
• Monitor Price compliance.

Outlet Development

• Build and develop collaborative relationships with retail.

• Develop, Review and Implement Route plan for Trade Development Representatives.

• Ensure merchandising and execution standards.

• Drive Horizontal expansion through new outlet Listing.

Sales and Market share growth

• Manages and measures sales targets daily, weekly and Monthly and take corrective action

• Allocates execution resources (e.g. POS / promotional material etc.) for maximum return.

• Monitor route coverage by Distributors.

• Manage Sales orders, Sell-In and Out address any gaps to ensure no OOS in retail

• Identify and realize sales opportunities in within our category

• Drive consistent sales volume growth.

Distributor Management

• Ensure OG is realised at all Distributors as per agreed purchase plans and as per agreed and signed off company targets.
• Track monthly Distributor financial health Proactively develop, facilitate, re-engineer best practices, and sustain amazing relationships with distributors.
• Proactively works to maintain a healthy Brand/Pack mix in Volume that generates a healthy P& L
• Management of Distributor Accounts Receivables Inventory Optimisation
• Ensure application of suitable methodology to ensure maintenance of appropriate stock levels across the Distributors.
• Provide support and guidance to Distributors and other dealers in ensuring stock optimisation.

People Management

• Provide guidance and support to the team on Distributor operating standards.
• Identify gaps and build capability for the TDRs, Distributors and DSRs.
• Orientation, induction, and training of team members.
• Manage Performance daily.
• Weekly coaching and accompaniment of the Teams in Trade.

KEY PERFORMANCE INDICATORS

• Regional Net Sales revenue
• Sales Volumes (New & Existing Business)
• Market share Growth
• Availability on various categories
• Numeric Distribution
• ROI on GT Marketing Sales Activities

COMMUNICATION AND WORKING RELATIONSHIPS

Internal:

A. Group Commercial Director

B. National Sales Manager-GT

C. Route to Market Manager

D. Plant Managers

E. Finance Team

External:

A. Distributors

B. Wholesalers

C. Other Dealers