National Retail Sales Manager

Job Title: National Retail Sales Manager
Industry: Pharmaceutical Department: Commercial Business Unit
Reports to: Head of Business Unit
Jointly Reports to: General Manager

2. JOB PURPOSE
To lead and execute the national retail sales strategy, drive revenue growth, and build strong relationships across retail channels including pharmacists, chemists, wholesalers, sub-distributors, supermarkets, and general trade shops. The role will be pivotal in expanding market share, optimizing retail distribution, and delivering sustainable sales growth for the company's pharmaceutical and non-pharmaceutical product lines.

3. KEY DUTIES & RESPONSIBILITIES

Route to Market & Distribution Optimization

• Develop and implement national retail sales strategies and execution plans aligned with business goals.

• Design and optimize route-to-market strategies to enhance direct distribution efficiency and coverage.

• Manage and grow retail sales channels, including independent and chain pharmacies, chemists, wholesalers, sub-distributors, supermarkets, and general retail outlets.

• Evaluate and improve distribution infrastructure and parameters to ensure product availability in key retail channels.

Commercial Strategy & Business Planning

• Actively contribute to the annual strategic business planning and quarterly commercial reviews.

• Conduct yearly market and competitive landscape assessments to align strategic direction.

• Benchmark performance and commercial activities against industry best practices

• Annual budget planning (sales target, advertising and promotional budgets)

• Prepare budget by brand (economics trend, new products, campaign, price adjustment)

• Monitor, review and report on all marketing activities

• Determine and manage the A&P Budget

• Report on ROI and KPI

• Ensure that the marketing objectives are achieved, measured and reported

• Develop and implement strategies to protect and enhance gross profit margins.

• Drive achievement of financial KPIs and targets as outlined in the commercial financial grid.

• Support budgeting processes and ensure robust profitability tracking and reporting.

Suppliers Management

• Coordinate with supply chain and logistics to ensure product availability and timely deliveries.

• Meet regularly with Suppliers to build effective relationships and promote the our client as a leading partner

• Respect suppliers' regulations regarding storage, logistics, distribution, sales activities and pricing structures

• Prepare and ensure suppliers' business reviews are prepared in a timely manner

• Liaise with suppliers for NPD, set targets or strategic plans concerning brands

• Prepare the monthly reports and attend to all queries in a timely manner

• Prepare supplier's visit (business review, trade visit & administration)

Customer Relationship Management

• Drive customer satisfaction by ensuring high service levels and timely delivery to institutions.

• Define, track, and improve the Net Promoter Score (NPS) as a core customer satisfaction metric.

• Implement service excellence and customer-first principles throughout the team.

• Handle customer complaints effectively in a timely manner

Sales Forecasting

• Track and report on retail sales performance, forecasts, and KPIs.

• Apply marketing excellence techniques and build winning marketing/brand plans.

• Ensure accurate and deep understanding of customer needs, competitor positioning, and market trends.

• Drive appropriate pricing strategies and optimize product mix for target retail channels.

• Maintain a strong presence in the field and embody hands-on leadership.

• Update sales forecast and liaise with Supply Chain to efficiently manage and monitor stocks

• Follow up of proper ordering and smooth flow of stocks and optimum stock levels

• Align with calendar of activities

• Review monthly sales forecast taking into account latest trends

• Assess SFA and adjust forecast if need be

Promo Planning

• Planning of promo: pre-workings and analysis

• Work with sales team to create and tract promotional activities

• Ensure proper implementation of promotional and trade activities

• Follow up with sales on demand plan

• Ensure deadlines are respected for submission of TPR and follow-up on implementation

• Responsible for the elaboration of the trade promotions in consultation with Commercial BU

Stock Management

• Analyse stock report and prepare action plan for depletion by brand, skus and customer

• Lead short expiry depletion plan

• Analyse and validate impact for depletion (sales under cost, unit cost, finance by suppliers etc)

• Execute for depletion and follow up with sales team

• Share plan for execution by sales team after cross checking physical availability in warehouse

Market Monitoring

• Identify new market opportunities and retail channels for business expansion.

• Monitor retail pricing, competitor activities, market trends, and provide timely insights for decision-making.

• Conduct market research to determine market requirements for existing and future products

• Analyse the market, product performance and launching of new products

• Data analysis and interpretation

• Research products to identify new opportunities

• Continuous observation and monitoring of competition and their activities

• Undertake market research to remain competitive in the consumer market

• Collect, analyse and make use of information of the different media channels

• Ensure market surveys and field research are carried out for new products

NPD

• Conduct Market Analysis

• Product trials and tasting

• Prepare costing and sales forecast

• Authorisation from Authorities

• Define distribution channel

• Prepare Price List for listing

• Prepare listing documents: presentation and sales arguments

• Identify and propose new areas of development

Reporting

• Preparation of figures and presentation

• Ensure timely sales and marketing reporting to suppliers and the Management

Service Excellence

• Build and nurture strong customer relationships with key retail clients to maximize customer satisfaction and brand loyalty.

• Participate in the implementation of Service Excellence initiatives/ projects of the department.

• Ensure that team members are fully engaged and committed to Service Excellence and that excellent service level are maintained at all times

• Assess Service level on a continuous basis and address any matter impeding excellent service level

• Handle and/or follow up on queries and complaints promptly and ensure that appropriate corrective actions are taken in a timely manner

• Implement Service Excellence KPIs, monitor and continuously improve service level of the department

• Ensure compliance with regulatory requirements and internal policies in all retail transactions and relationships.

Human Capital

• Support the setup and structure of a new nation retail sales commercial team.

• Lead, coach, and develop a high-performance retail sales team (regional and area sales managers, sales reps) to achieve sales targets with a strong culture of engagement and empowerment.

• Implement people processes, including performance management, succession planning, and talent development.

• Provide product knowledge training to internal and external stakeholders

• Ensure positive and effective communication with subordinates and staff through the governance framework

• Ensure that Human Capital initiatives including but not limited to Leadership, Succession Plan and 'Great Place to Work' are properly and successfully deployed within the department

• Identify competency gaps, manage learning and development plans and provide opportunities to team members to learn and grow

• Identify areas of improvement with respect to discipline, code of conduct, team members' engagement and address & resolve conflicts & issues

• Ensure that all health and safety provisions and measures are properly adhered and complied with at all times

• Ensure that the department comply with established policies and procedures, company's standard practices as well as legal provisions as per prevailing legislation

Requirements 4. Qualifications, Skills and other prerequisites

Qualifications

• Bachelor's degree in Sales & Marketing, Business Administration, Pharmacy, or related field.

• MBA is an added advantage

Experience

• At least 10 years' experience in all aspects of developing and managing marketing and sales strategies, with at least 5 years in a senior national retail or trade sales management role in the pharmaceutical, FMCG, or healthcare industry.

• Strong knowledge of the pharmaceutical retail landscape in Kenya.

Technical Knowledge & Skills

• Strategic thinker & result oriented

• Excellent analytical and leadership skills

• Strong team player working with cross functional teams

• Excellent communication, negotiation, influencing and interpersonal skills

• Flexibility and adaptability

• Marketing skills

• Organisation and planning

• Strategic thinking and decision making

• Problem solving

• Data analysis

Special Requirement (if any)

• Willingness to travel extensively across Kenya.

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