Sales Manager – General Trade (FMCG)

About the role

The Sales Manager – General Trade will lead the FMCG fruit‑juice portfolio across Nairobi’s wholesale and retail channels. Reporting to senior management, you will be responsible for driving revenue growth, expanding distribution, and ensuring strong brand visibility in the market.

Key responsibilities

• Develop and execute trade sales strategies to meet monthly, quarterly and annual revenue targets.
• Identify and pursue new sales opportunities within wholesale, kiosks, dukas and independent retailers.
• Manage and grow the distributor network, ensuring optimal product availability and expanding coverage to underserved areas.
• Lead, coach and evaluate field sales representatives and merchandisers, setting clear performance targets.
• Negotiate pricing, promotional terms and trade agreements with key distributors and wholesalers.
• Oversee in‑store branding, merchandising and product placement to maximise shelf impact.
• Track sales volumes, distribution metrics and market trends, preparing regular reports and forecasts for senior leadership.
• Ensure compliance with company policies, pricing structures and ethical business practices across all trade channels.

Required profile

• Degree or Diploma in Business, Marketing or a related field.
• Minimum of 5 years (60 months) experience in FMCG sales management, preferably in general trade.
• Proven track record of achieving sales targets and expanding distribution networks.
• Strong leadership and people‑management capabilities.

Required skills

• Sales strategy development
• Distributor and key‑account management
• Trade marketing execution
• Data analysis and reporting

What we offer

• Competitive monthly salary of KES 100,000
• Opportunity to lead a high‑performing sales team in a fast‑growing FMCG segment
• Professional development and career growth within a dynamic organization