Regional Sales Lead (Beverages)

Qualifications, Skills and Experience




• Bachelor's degree in Sales, Marketing, Business Administration, Commerce, or a related field.


• Minimum 8 years of progressive sales experience, with mandatory Beverage category experience.


• At least 3 years in a regional sales leadership or senior management role within FMCG or Beverages.


• Strong experience managing distributors, primary and secondary sales, and large field sales teams.


• Proven expertise in Route-to-Market strategy and execution.


• Good understanding of modern trade, general trade, and wholesale channels.


• Strong knowledge of the Kenyan FMCG market, particularly Central Kenya.


• Excellent commercial, analytical, negotiation, and people-management skills.


• Proficiency in Excel, CRM, and sales reporting systems.



Key Responsibilities




• Drive regional primary and secondary sales, revenue, and volume targets.


• Manage distributors and strengthen sales performance, stock availability, and market coverage.


• Lead Route-to-Market execution, territory planning, outlet expansion, and distribution growth.


• Drive product mix, SKU performance, new product launches, and channel execution across modern trade, general trade, and wholesale.


• Build relationships with key customers and distributors while identifying new business opportunities.


• Lead, coach, and develop regional sales teams and distributor sales representatives.


• Monitor competitor activities, market trends, sales forecasts, and regional performance.


• Ensure compliance with pricing, credit, commercial policies, and reporting requirements.