Sales Manager

ROLE OVERVIEW

Department

Sales & Distribution

Location

Machakos County (Matuu), Kenya

Reports To

Managing Director / General Manager

Direct Reports

Sales Representatives, Salesmen / Salesladies

No. of Positions

ONE (1)

Employment Type

Full-Time

The Sales Manager exists to lead and drive the sales team towards achieving planned sales turnover, market coverage, and merchandising objectives across Beta Bakers territory. The role is accountable for sales success, consistent achievement of revenue targets, and deepening market penetration in the bread and confectionery segment across Machakos County and its environs.

1. Sales Leadership & Target Achievement

•      Lead the sales team, ensuring staff are properly motivated, supported, and equipped to deliver results consistently.

•      Prepare detailed plans to achieve daily and monthly sales targets through complete and proper coverage of target market areas, outlets, and routes.

•      Develop and cascade sales targets to the team, inspiring them to achieve the sales scorecard in line with overall sales objectives.

•      Take ownership of monthly, quarterly, and annual sales targets, reporting performance against set benchmarks to management.

•      Ensure sales remain above par by achieving targets and continuously improving profitability within the role.

2. Sales Strategy & Route-to-Market

•      Develop a comprehensive sales and distribution plan in liaison with the sales team, covering both vertical and horizontal market expansion.

•      Lead the development and implementation of efficient route-to-market strategies suited to the Matuu and wider Machakos County market.

•      Implement the designated sales strategy in line with company strategy, policies, processes, and procedures to achieve set objectives.

•      Optimise primary and secondary sales by delivering the right merchandise to all verticals to meet distribution targets.

3. Market Intelligence & Competitor Analysis

•      Lead the preparation and submission of weekly and monthly activity reports detailing competitor activities and any other information required by management.

•      Supervise the process of market surveys to capture relevant market intelligence and identify existing and new market routes in accordance with company norms.

•      Carry out evaluation of market trends and gather competitor information to identify threats and opportunities affecting sales growth and profitability.

•      Carry out benchmarking of best practices in sales and marketing to ensure Bakers Corner stays ahead of competitors.

4. Customer Relationship Management

•      Build and strengthen customer relationships through regular operational reviews to ensure product availability, distribution, and market opportunities are maximised.

•      Onboard new customers while maintaining the existing customer base, with the aim of steadily increasing sales volumes.

•      Develop and implement a customer-oriented culture to ensure service excellence and market leadership.

•      Suggest, obtain approval for, organise, and execute sales promotions and campaigns; evaluate and report on their effectiveness.

5. People Management & Talent Development

•      Manage talent through coaching, mentoring, developing, motivating, training, and evaluating sales staff to achieve the highest levels of performance.

•      Conduct regular performance reviews and field accompaniments with sales representatives to assess capability and provide real-time feedback.

•      Foster a high-performance sales culture anchored in accountability, professionalism, and results orientation.

6. Reporting & Administration

•      Prepare and submit accurate sales reports, market intelligence summaries, and performance dashboards to the Managing Director on a weekly and monthly basis.

•      Maintain accurate records of customer accounts, sales transactions, and route performance.

•      Perform any other sales or related tasks as required by management from time to time.

1.    Strong interpersonal, communication, and analytical skills with the ability to influence at all levels.

2.    Ability to navigate and engage organisational culture to drive higher performance.

3.    Working proficiency in Microsoft Office Suite (Excel, Word, PowerPoint).

4.    Excellent team leadership ability with a proven record of managing field sales teams.

5.    Good report writing and presentation skills with comfort in presenting to senior management.

6.    A natural drive and commercial acumen for sales and results in a competitive FMCG environment.

7.    Ability to work with minimal supervision and exercise sound judgement under pressure.

8.    Deep understanding of the Machakos County and broader Eastern Kenya market landscape is an added advantage.

Academic Qualifications

•      Holder of a degree in Sales & Marketing, Business Administration, or Social Sciences with a higher national diploma or postgraduate diploma in Sales and Marketing.

•      Membership of a relevant professional body (e.g., MSK — Marketing Society of Kenya) is an added advantage.

Professional Experience

•      At least 6 years of relevant sales management experience in FMCG, Bakery, or Confectionery.

•      Demonstrated experience managing a field sales team and achieving revenue targets in a competitive market.

•      Prior exposure to route-to-market strategy, trade marketing, or distributor management is highly desirable.

•      Experience working in or covering Machakos County or rural Kenyan markets is a significant advantage.

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