General Trade Manager – FMCG

About the role

The General Trade Manager will lead the FMCG sales effort across wholesale, retail and traditional trade channels in Nairobi. You will be responsible for driving revenue, expanding distribution and building strong relationships with key trade partners.

Key responsibilities

• Develop and execute General Trade sales strategies to meet revenue, volume and market‑share targets.
• Manage distributor relationships, set targets, monitor performance and ensure optimal stock availability.
• Lead, coach and evaluate the General Trade sales team, establishing clear KPIs and fostering a high‑performance culture.
• Identify and act on opportunities to increase outlet penetration and product visibility.
• Maintain competitive intelligence on pricing, promotions and market trends.
• Prepare regular sales, distribution and performance reports for senior management.

Required profile

• Degree in Sales & Marketing, Business Administration or a related field.
• Minimum 7 years of experience in FMCG General Trade sales, preferably at a senior level.
• Proven track record of achieving sales targets and managing distributor networks.

Required skills