SALES REPRESENTATIVE -ALCOHOL
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Job summary
Achieve monthly, quarterly, and annual sales volume, revenue, and distribution targets for the company's alcoholic beverage portfolio
Min Qualification:
Diploma
Experience Level:
Mid level
Experience Length:
3 years
Language Requirement:
English
Working Hours:
Full Time - 8 to 5
Applicant Location:
Kenya
Job descriptions & requirements
JOB TITLE SALES REPRESENTATIVE -ALCOHOL
NATURE OF JOB FULL TIME
INDUSTRY FMCG – ALCOHOLIC BEVERAGE MANUFACTURING
SALARY KSHS.45,000-50,000
JOB LOCATION NYANDARUA/LAIKIPIA TERRITORY
DUTIES AND RESPONSIBILITIES
Sales Execution & Revenue Growth
- Achieve monthly, quarterly, and annual sales volume, revenue, and distribution targets for the company's alcoholic beverage portfolio.
- Execute territory sales plans to increase market share and brand penetration across the assigned region.
- Identify new business opportunities and convert prospects into active retail and wholesale accounts.
- Maximize sales through effective product mix management, promotional activities, and upselling initiatives.
- Monitor daily sales performance and implement corrective actions to address performance gaps.
Distributor & Channel Management
- Build and maintain strong relationships with appointed distributors to ensure efficient product availability and market coverage.
- Monitor distributor performance against agreed sales, distribution, and stockholding targets.
- Support distributors in territory planning, route optimization, and sales execution.
- Ensure distributors maintain adequate inventory levels to minimize stock-outs and maximize sales opportunities.
- Identify and develop new distribution channels to expand market reach.
Trade & Customer Relationship Management
- Develop strong relationships with wholesalers, supermarkets, wines and spirits outlets, bars, hotels, restaurants, clubs, and other on-trade and off-trade customers.
- Conduct regular customer visits to strengthen partnerships and identify opportunities for business growth.
- Negotiate trading terms, promotional agreements, and product listings within approved commercial guidelines.
- Resolve customer concerns promptly while maintaining high levels of customer satisfaction and loyalty.
Route-to-Market & Market Development
- Implement effective route-to-market strategies to improve product availability and market penetration.
- Expand numeric and weighted distribution across assigned territories.
- Identify underserved markets and develop action plans to increase sales coverage.
- Ensure all priority brands are listed and consistently available within key customer accounts.
Brand Visibility & Trade Marketing Execution
- Ensure excellent in-store and outlet execution through merchandising, product displays, and point-of-sale materials.
- Implement national and regional trade marketing campaigns in collaboration with the marketing team.
- Monitor compliance with agreed promotional activities and display standards.
- Increase brand visibility and consumer awareness through effective trade activation.
Market Intelligence
- Monitor competitor products, pricing, promotions, and route-to-market strategies.
- Collect market intelligence on consumer trends, customer preferences, and emerging opportunities.
- Provide regular feedback to management on market developments and recommend appropriate commercial actions.
- Identify risks and opportunities affecting sales performance within the assigned territory.
Sales Planning, Reporting & Forecasting
- Prepare accurate sales forecasts to support demand planning and inventory management.
- Submit timely daily, weekly, and monthly sales performance reports.
- Maintain accurate customer, outlet, and sales records using company reporting systems.
- Analyze sales trends and recommend initiatives to improve territory performance.
Credit & Receivables Management
- Monitor customer credit exposure and ensure compliance with approved credit terms.
- Follow up on outstanding payments and support timely debt collection.
- Reconcile customer accounts and escalate overdue accounts where necessary.
- Work closely with distributors and the finance team to maintain healthy debtor balances.
Regulatory Compliance & Responsible Alcohol Sales
- Ensure all sales activities comply with company policies and applicable alcoholic beverage regulations.
- Promote responsible marketing and sales practices in line with industry and regulatory requirements.
- Ensure customers adhere to legal requirements governing the sale and distribution of alcoholic beverages.
- Maintain the highest standards of integrity and professionalism while representing the company.
Cross-Functional Collaboration
- Work closely with the Marketing, Supply Chain, Finance, Customer Service, and Production teams to ensure seamless execution of commercial plans.
- Participate in sales meetings, product launches, trade activations, and distributor reviews.
- Share customer insights and market intelligence to support product development and commercial decision-making.
- Continuously build product knowledge and stay informed about industry trends, competitor activities, and consumer preferences to enhance sales effectiveness.
KEY REQUIREMENT SKILLS AND QUALIFICATION
- Diploma or Bachelor's Degree in Business Administration, Sales, Marketing, or a related field.
- Minimum of 3 years' experience in FMCG sales, preferably within the alcoholic beverages industry.
- Demonstrated success in consistently achieving or exceeding sales targets.
- Strong understanding of FMCG distribution models, route-to-market strategies, and channel management.
- Experience managing distributors, wholesalers, modern trade, and general trade accounts.
- Knowledge of the assigned territory and established trade relationships is an added advantage.
- Valid driving license preferred.
- Strong sales negotiation and influencing skills.
- Excellent relationship management and customer service skills.
- Commercial acumen with strong business development capabilities.
HOW TO APPLY
- If you meet the above qualifications, skills and experience share CV on recruitment@britesmanagement.com
- Interviews will be carried out on a rolling basis until the position is filled.
- Only the shortlisted candidates will be contacted.
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