Sales Manager – Rift Valley & Western Regions

About the role

Our client, a leading FMCG food manufacturer, is looking for an experienced Sales Manager to lead sales activities across Kenya’s Rift Valley and Western Regions. The role focuses on driving revenue growth, expanding market presence and strengthening distributor relationships.

Key responsibilities

• Ensure outlet execution meets Picture of Success (QDVPPP) standards.
• Implement promotional and trade‑marketing initiatives.
• Gather competitor intelligence and provide market insights.
• Maintain high merchandising and execution standards across all territories.
• Develop and optimise route plans for Trade Development Representatives.
• Acquire new outlets and secure product listings.
• Achieve daily, weekly, monthly and annual sales targets.
• Deploy sales resources efficiently to maximise ROI.
• Monitor distributor coverage, stock levels and address market gaps.
• Manage sell‑in, sell‑out and order execution while minimising stock‑outs.
• Support distributors in meeting purchase plans and profitability goals.
• Provide leadership, coaching and mentorship to Area Sales Team Leaders, TDRs and DSRs.
• Identify capability gaps and deliver training programmes.

Required profile

• Degree in Sales, Marketing, Business Management or related field.
• Minimum 10 years of regional sales management experience in the FMCG food sector.
• Proven track record managing distributors and achieving sales targets.
• Strong analytical, planning and market‑intelligence skills.
• Excellent communication and relationship‑building abilities.

Required skills