Head of Sales

4 hours ago

Nairobi, Nairobi Area, Kenya SARGA Human Resource Consultancy LLC Full time

Role Overview

The Head of Sales will be responsible for leading and driving the overall sales function across the Food, FMCG, and Beverage's portfolio. The role will oversee revenue growth, market development, distributor management, route-to-market excellence, and execution of the company's commercial strategy. This is a senior leadership position with full accountability for sales performance, capability building, and alignment with the organization's global standards and governance framework.

Key Responsibilities

1. Sales Strategy & Growth

  • Develop and implement annual and long-term sales strategies aligned with business goals.
  • Drive revenue growth, market share, and distribution across all channels and geographies.
  • Identify new channels, territories, and business opportunities to accelerate expansion.
  • Lead annual planning, forecasting, and performance reviews with the CEO.

2. Category & Channel Management

  • Oversee sales execution across food, FMCG, and beverage categories to ensure sustainable growth and profitability.
  • Define and deliver channel strategies for General Trade, Modern Trade, HoReCa, and Institutional channels.
  • Optimize pricing, trade programs, promotions, and market visibility.

3. Distributor & Route-to-Market Excellence

  • Build and manage a high-performance distributor network.
  • Ensure robust route-to-market design, productivity standards, and secondary sales execution.
  • Drive distributor ROI, credit discipline, inventory management, and compliance.

4. Team Leadership & Capability Building

  • Lead, coach, and develop Sales Managers and field teams.
  • Set clear KPIs, conduct performance reviews, and build a strong talent pipeline.
  • Foster a high-performance, ethical, and accountable sales culture.

5. Execution & Governance

  • Ensure flawless execution of launches, promotions, and trade initiatives.
  • Collaborate closely with Marketing, Supply Chain, Finance, HR, and Operations.
  • Maintain compliance with governance, reporting, and performance standards.
  • Track market intelligence, competition, and consumer insights.

6. Stakeholder Management

  • Serve as the primary sales liaison with the CEO and leadership team.
  • Build strong partnerships with key customers, distributors, and stakeholders.
  • Represent the sales function in strategic reviews and business forums.

Experience &Qualifications

Post-Graduate / MBA (Operations management)

15-20 Years, with good understanding of on-ground execution

Must have Industry experience of FMCG
Beverages, FMCG (Food)

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