Sales Manager

About the role

The Sales Manager will lead Beta Bakers' sales team to achieve revenue targets and expand market presence for bread and confectionery products in Machakos County and surrounding areas. This senior role reports directly to the Managing Director/General Manager and is responsible for driving sales performance, market coverage, and merchandising excellence.

Key responsibilities

• Lead, motivate and support a team of sales representatives to consistently meet and exceed sales targets.
• Develop detailed daily and monthly sales plans covering target markets, outlets, and routes.
• Set, cascade and monitor sales targets, reporting performance against benchmarks to senior management.
• Design and implement comprehensive sales and distribution strategies, including route‑to‑market plans for the Machakos region.
• Optimize primary and secondary sales by ensuring the right merchandise reaches all verticals.
• Prepare weekly and monthly activity reports on competitor actions and market intelligence.
• Supervise market surveys to identify new routes and capture relevant market trends.
• Analyze market trends and competitor data to identify threats and opportunities for growth.

Required profile

• Senior‑level professional with at least 6 years (72 months) of sales experience, preferably in FMCG or bakery products.
• Proven track record of achieving sales targets and managing a sales team.
• Strong understanding of route‑to‑market strategies and market intelligence gathering.
• Excellent communication and leadership skills with the ability to motivate staff.
• Analytical mindset to evaluate market trends and competitor activities.

Required skills