National Sales Manager

5 days ago

Nairobi, Nairobi Area, Kenya Career Directions Limited (CDL) Full time $90,000 - $120,000 per year
Job Title: National Sales Manager (NSM)
Reports to: Managing Director
Supervises: Channel Heads (Modern Trade, General Trade, Institutions, HoReCa), Regional Sales Managers, Account Representatives, Merchandisers

Purpose of Role

The National Sales Manager (NSM) is responsible for owning and delivering the company's overall sales targets (volume and revenue) across all channels. The role involves leading the national sales strategy, ensuring flawless execution, managing key customer relationships, and building a high-performance sales team to drive growth and profitability.

Key Responsibilities

1. Sales Ownership & Target Delivery
  • Own and deliver total company sales targets (volume & revenue).

  • Break down national targets into channel and regional targets to ensure accountability.
2. Selling, Listing & New Product Introductions
  • Lead the national selling strategy across all channels.

  • Secure new product listings in Modern Trade, General Trade, Institutions, and HoReCa.

  • Champion speed-to-market execution for new products to outpace competition.
3. Team Leadership & Development
  • Lead, coach, and mentor a high-performing national sales team.

  • Drive a performance culture through target setting, reviews, and ongoing coaching.
4. Route-to-Market (RTM) Strategy
  • Develop, implement, and continuously improve RTM strategies across all channels.

  • Ensure product availability, visibility, and promotions nationwide.
5. Customer & Key Account Management
  • Build and sustain strong relationships with key accounts, distributors, and trade partners.

  • Oversee compliance with trade terms, collections, discounts, and rebates.
6. Commercial & Cross-Functional Collaboration
  • Partner with Marketing and New Product Development teams to successfully commercialize innovations.

  • Provide accurate forecasts, reports, and market intelligence to inform management decisions.
RequirementsQualifications & Competencies
  • Bachelor's Degree in Business, Marketing, Sales, or related field (MBA is an added advantage).

  • Minimum 10 years' progressive sales experience, with at least 5 years in a senior leadership role in FMCG or related industry.

  • Proven record of delivering national sales targets and leading high-performance teams.

  • Strong understanding of Route-to-Market models, trade terms, and customer management.

  • Excellent leadership, negotiation, and relationship-building skills.

  • Commercial acumen with strong data analysis and forecasting skills.

  • High resilience, adaptability, and ability to thrive in a fast-paced environment.

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