General sales manager - matuu,machakos

Job Summary

To maximize sales volume and revenue growth from route and institutional sales, by recruiting customers, managing relationships, and executing planned initiatives. To oversee and execute sales operations for maximum cost efficiency and sales productivity.

  • Minimum Qualification: Bachelor
  • Experience Level: Senior level
  • Experience Length: 5 years

Job Description/Requirements

Department: Sales & Marketing
Reports to: Managing Director
Direct Reports: Regional Sales Representatives
Indirect Reports: Route Salesmen and drivers, Sales Services Analyst


1.    Sales volume and value growth   

•    Monthly planning of sales volume and setting targets for respective routes and accounts in conjunction with salesmen and sales reps
•    Achieve set weekly and monthly targets as per plan
•    Achieve sales volume targets as per product mix required to maximize revenue

2.    Credit and Crate control
•    Monitor salesman and customer credit levels to ensure zero loss of sales revenue
•    Manage abnormal instances of credit and crates outstanding and take corrective action
•    Ensure sufficient crate balances to sustain smooth production operations as per sales forecast
•    Ensure payment cycle for institutional customers is maintained as per contracts

3.    People Management   
•    Provide stewardship and direction to sales reps and salesmen to enable target achievement
•    Training and development of direct reports to ensure sales team is equipped to deliver including training and onboarding of new sales recruits
•    Manage performance of sales reps and salesmen to drive productivity
•    Ensure optimal staffing levels in sales team to effectively cover sales operations in conjunction with sales supervisor
•    Leave management for sales team
•    Reward management including monthly sales bonus schemes, weekly incentives etc

4.    Customer Relationship Management   
•    Ensure maintainance of productive relationships with all company distributors and institutional customers
•    Address and close customer issues escalated within required turn around time
•    Routinely visit and drive engagement with distributor and institutional customers
•    Manage customer performance and reward programs as required
•    Oversee assets issued to distributors on loan eg motorcycles to ensure they meet repayment schedules, drive sales volume growth and deliver required return to the company

5.    Communication   
•    Monthly sales forecasting
•    Weekly route sales reports
•    Assess areas of action from weekly competitor activity report
•    Manage communication of new initiatives to customers

6.    Quality   
•    Ensure management of Beta Bakers quality standards through distribution chain
•    Manage non-conforming product in trade (eg. expiries before date)
•    Timely reporting on all quality issues


•    Review route order forms every evening – To ensure daily order levels for each route are as required to meet sales target.
•    Daily loading verification every morning – To ensure loading is as per required orders to meet customer expectations, and take corrective action where there are shorts.
•    Review Daily Route Credit Report – Monitor credit levels are within control and take corrective action where necessary
•    Review customer complaint and quality log – To manage quality concerns and escalate any issues for action
•    Review and approve route staffing and vehicle allocation in conjunction with supervisor

•    Review weekly sales report and competitor activity report with Directors to and escalate any issues for course correction
•    Performance review and action planning meeting with sales team
•    Route/Market Visits with an aim to recruit new customers, and manage relationships with existing customers – At least 3x weekly to scheduled routes/customers with report of findings and actions shared with directors
•    Identify and award sales team selected for weekly incentive
•    Conduct brief check in meetings with individual route salesmen and drivers to obtain market intelligence, and motivate performance (at least 8 routes weekly)

•    Monthly sales volume forecasting – To ensure adequate production planning   
•    Monthly sales performance review – Measure achievement vs target and plan corrective action and initiatives for coming month
•    Verify and approve reward scheme (bonus) attainment for sales team
•    Identify and award sales reps selected for monthly incentive
•    Conduct full sales departmental meeting to evaluate past months performance, resolve any issues and cascade the plan & targets for coming month.
•    Verify and approve customer reward program attainment (eg. Bonus, commissions, rebates)
•    Review and approve Duty allocation and leave schedules for coming month

•    Conduct bi-annual distributors meeting
•    Develop annual business plan, and budget for sales

•    Basic salary of ksh 150k: broken down into housing allowance, overtime and the basic salary
•    Insurance for employee, spouse and up to 2 children

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