REGIONAL SALES MANAGER – ALCOHOL DISTRIBUTION

JOB TITLE:REGIONAL SALES MANAGER – ALCOHOL DISTRIBUTION

NATURE OF JOB: FULL TIME

INDUSTRY:ALCOHOLIC BEVERAGES

SALARY:KSHS. 120,000

JOB LOCATION: MT. KENYA REGION

DUTIES AND RESPONSIBILITIES

Sales & Revenue Management

• Drive sales performance to meet and exceed monthly, quarterly, and annual volume and revenue targets within the assigned region.
• Develop and implement regional sales plans aligned with company strategy.
• Monitor and analyze sales trends, market share, and competitor activities to identify opportunities and risks.
• Ensure effective product availability, visibility, and penetration across all outlets in the region.

Territory & Route-to-Market Optimization

• Oversee and manage route-to-market (RTM) structures including distributors, sub- distributors, and sales representatives.
• Regularly review route coverage, outlet classification, and product assortment strategies.
• Optimize logistics and distribution channels to ensure efficient product delivery and customer service.

Team Leadership & Performance Management

• Lead, supervise, and motivate the regional sales team including Area Sales Representatives (ASRs), Merchandisers, and Sales Agents.
• Set clear performance objectives, KPIs, and sales targets for the team.
• Conduct regular field coaching, performance reviews, and on-the-job training to build team capability and effectiveness.
• Drive a high-performance culture through motivation, recognition, and accountability.

Distributor & Customer Relationship Management

• Manage and develop strong relationships with key distributors and trade partners within the region.
• Negotiate distributor terms and monitor compliance with company policies and standards.
• Resolve customer complaints and issues efficiently to maintain strong customer satisfaction.

Market Execution & Brand Visibility

• Ensure consistent implementation of trade marketing initiatives, activations, and promotional campaigns at the point of sale.
• Monitor execution standards including planogram compliance, branding, and in-store visibility.
• Work closely with the marketing team to roll out region-specific campaigns and launches.

Reporting & Compliance

• Prepare and submit weekly, monthly, and quarterly sales reports with insights and actionable recommendations.
• Ensure compliance with all regulatory requirements, company policies, and ethical practices in the field.
• Monitor and manage budgets and operational expenses within the region.

KEY REQUIREMENT SKILLS AND QUALIFICATION

• Degree in Sales &  Marketing, Business Administration, or any related field
• A minimum of 6 years’ experience in sales and distribution, with at least 3 years in a supervisory or managerial role
• Experience in Alcoholic Beverages or FMCG is mandatory
• Proven track record of managing large sales territories and delivering strong commercial results
• Experience in managing distributors and leading high-performance sales teams