REGIONAL SALES MANAGER – FMCG

Kenya Duties & Responsibilities

Trade & Outlet Execution

• Ensure effective execution of outlets against Picture of Success (QDVPPP standards). 

• Drive implementation of promotional activities and other trade initiatives. 

• Monitor competitor activities and provide timely market intelligence to management. 

• Ensure compliance with approved pricing structures. 

• Maintain high merchandising and execution standards across all territories. 

Outlet Development

• Build and maintain strong collaborative relationships with retail partners. 

• Develop, review, and implement route plans for Trade Development Representatives (TDRs). 

• Drive horizontal market expansion through new outlet acquisition and listing. 

• Ensure effective route coverage and execution by field teams.

 Sales & Market Share Growth

• Drive achievement of daily, weekly, and monthly sales targets. 

• Allocate sales execution resources for optimal return on investment. 

• Monitor distributor route coverage and address market gaps. 

• Manage sales orders, sell-in and sell-out activities to minimize stock-outs. 

• Identify and capitalize on new sales opportunities within the assigned categories. 

• Deliver consistent volume and revenue growth across the region. 

Distributor Management

• Ensure distributors achieve agreed purchase plans and business targets. 

• Monitor distributor financial health and maintain sustainable business relationships. 

• Support distributors in achieving a profitable brand and pack mix. 

• Foster strong partnerships and drive adoption of best operational practices. 

Inventory Optimization

• Ensure optimal stock levels are maintained across all distributor locations. 

• Provide support and guidance on inventory management and stock optimization practices. 

People Management

• Provide leadership, coaching, and support to Area Sales Team Leaders, TDRs, and Distributor Sales Representatives (DSRs). 

• Identify capability gaps and implement development initiatives. 

• Conduct induction, orientation, and ongoing training for team members. 

• Manage team performance and conduct regular coaching and trade accompaniment sessions. 

• Oversee management of distributor accounts receivables. 

Requirements & Qualifications

• Bachelor's Degree in Sales, Marketing, Business Management, or a related field. 

• Minimum of 10 years' experience in regional sales management within the FMCG food industry, specifically in Western Kenya. 

• Demonstrated experience in managing distributors, sales teams, and general trade operations. 

• Strong understanding of route-to-market strategies and trade execution. 

• Excellent leadership, negotiation, communication, and analytical skills. 

• Valid Kenyan Driving Licence is mandatory.

How to Apply Qualified candidates are requested to apply by sending their CV to recruitment@africanlaboursolutions.co.ke quoting the Job Title & Expected Salary on the email subject "Regional Sales Manager - FMCG" Deadline: July 15th 2026 Only shortlisted candidates will be contacted for further steps in the recruitment process.