Head Of Sales And Marketing at CDL Human Resource

• Job Type Full Time
• Qualification BA/BSc/HND , MBA/MSc/MA , Professional Certificate
• Experience 10 years
• Location Nakuru
• Job Field Marketing and Communication
• The Head of Sales and Marketing will lead the organisation's commercial strategy across its non-alcoholic beverage portfolio and target markets. The role is accountable for revenue growth, sales volumes, market share, pricing, profitability, distribution, customer relationships and overall brand performance.
• The position combines strategic sales leadership, marketing and brand management, business development, export growth and hands-on route-to-market execution. The successful candidate will manage the commercial budget, lead a multidisciplinary team and work closely with senior management and other business functions to achieve the organisation's strategic objectives.
• The ideal candidate is a results-oriented FMCG leader with a strong understanding of consumer markets, proven experience managing national and regional sales operations, and the ability to build high-performing teams, strengthen customer relationships and deliver sustainable growth.
• Develop and implement sales and marketing strategies aligned with the organisation's business objectives and profitability targets.
• Drive revenue, volume, market share and margin growth across the non-alcoholic beverage portfolio and target markets.
• Manage the commercial budget, pricing strategy, product mix and promotional investments to maximise returns.
• Coordinate demand forecasting with Production, Finance and Supply Chain to ensure product availability and efficient inventory management.
• Identify opportunities for portfolio expansion, product innovation, market penetration and new revenue streams.
• Monitor competitor activity, market trends, customer preferences and industry developments to inform commercial decisions.
• Evaluate commercial performance and implement corrective measures to address gaps against agreed targets.
• Lead national and regional sales teams in achieving revenue, volume, distribution and profitability targets.
• Develop effective route-to-market strategies covering distributors, wholesalers, general trade, modern trade, supermarkets, hospitality, institutional customers and other relevant channels.
• Strengthen distributor performance, sales coverage, product availability and channel productivity.
• Establish clear sales KPIs, performance dashboards and regular business reviews to drive accountability.
• Build and maintain strategic relationships with key accounts, distributors, retailers and institutional customers.
• Identify opportunities to improve sales force effectiveness, channel performance and cost efficiency.
• Develop territory and account plans to maximise market penetration and customer retention.
• Ensure effective sales forecasting, pipeline management and timely reporting of commercial results.
• Develop and execute strategies to grow international sales and strengthen the organisation's presence in existing markets.
• Identify and assess new markets, distribution opportunities and potential business partnerships.
• Recruit, manage and evaluate international distributors, importers and commercial partners against agreed targets.
• Work with Finance, Quality Assurance, Supply Chain and Logistics teams to support export pricing, documentation, product compliance and timely deliveries.
• Monitor international market developments and identify opportunities to improve competitiveness and profitability.
• Develop market-specific sales and distribution plans to support sustainable international growth.
• Represent the organisation at relevant trade exhibitions, business forums and industry events.
• Monitor export performance and recommend strategies to improve market coverage, revenue and margins.
• Develop and implement brand strategies that strengthen market positioning, customer loyalty and commercial performance.
• Lead integrated marketing campaigns across traditional media, digital platforms and other relevant communication channels.
• Use consumer insights and market research to identify opportunities for brand growth and product differentiation.
• Collaborate with cross-functional teams on product development, packaging, positioning and new product launches.
• Strengthen brand visibility, relevance and competitiveness across target consumer segments.
• Ensure marketing investments deliver measurable commercial outcomes through appropriate performance indicators.
• Oversee brand performance and recommend initiatives to improve awareness, customer preference and market share.
• Ensure consistency in brand messaging and positioning across all relevant marketing channels.
• Develop and implement trade marketing strategies to improve distribution, in-store visibility and sales conversion.
• Design channel-specific activation programmes for general trade, modern trade, hospitality, institutional customers and other relevant channels.
• Optimise promotions, pricing structures and product offerings to meet different customer needs and improve profitability.
• Monitor trade expenditure, promotional effectiveness and return on investment in collaboration with Finance and Sales Operations.