National Sales Manager – General Trade

5 days ago

Nairobi, Nairobi Area, Kenya Career Directions Limited (CDL) Full time 900,000 - 1,200,000 per year
Our client, a Nairobi-based manufacturer of sanitary towels, is seeking a seasoned National Sales Manager - General Trade (GT) to spearhead their expansion into the General Trade market across Kenya.
This is a strategic and executional role for a results-driven leader who understands Kenya's GT landscape, from high-volume distributors to last-mile retailers. The company currently has zero presence in GT, and the successful candidate will build this channel from the ground up.

Key Priority: Build the Route-to-Market Backbone
The first and most critical phase of this role is to identify, recruit, and onboard a nationwide network of key wholesalers and distributors. These partners will act as the primary route-to-market, holding stock and fulfilling demand created by the field team in the last mile.
Once the wholesale/distributor network is established and stocked with volumes, the second phase involves recruiting and managing a national team of market developers ("foot soldiers"), who will list and activate last-mile outlets (dukas, kiosks, mini-marts) and generate pull orders routed through the distributor network.

Key Responsibilities:

Route-to-Market Strategy & Execution
● Design and implement a robust national GTM (Go-To-Market) strategy.
● Recruit and onboard wholesalers and distributors to serve as stock-holding intermediaries between the company and the GT outlets.

Distributor & Wholesaler Management
● Sell volumes into newly recruited partners and ensure adequate stock is available.
● Structure supply chains to enable effective order fulfillment for last-mile customers.

Field Force & Last-Mile Activation
● Recruit, train, and lead a team of market developers (foot soldiers) to list and activate up to 130,000 GT retail outlets by December
● Drive pull-through by generating repeat orders from retail outlets via the distributor network.

Sales Performance Management
● Set clear sales and activation targets; monitor performance and coach teams for success.
● Deliver detailed sales reports and market insights regularly.

Market Intelligence & Product Training
● Lead product training initiatives for all sales and distribution partners.
● Monitor competitor activities and adjust strategy accordingly.

Requirements Requirements
Minimum Requirements:
  • At least 10 years of experience in GT sales within the FMCG sector.
  • Proven ability to launch products through distributors and wholesalers with zero market presence.
  • Strong experience in last-mile activation and GT product rollout.
  • Must have managed a field team of 50 people across multiple regions.
  • Strong data analysis, route-to-market design, and performance tracking skills.
  • Well-networked with key GT players, including wholesalers and distributors.
  • Willing and able to travel extensively nationwide.
  • Professional, mature, and results-oriented and good negotiation skills.
  • Gujarati/Hindi speaking

This is a demanding but highly rewarding opportunity to build a GT business from scratch and lead a transformative

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