About World Brands

World Brands is a dynamic FMCG distribution and marketing company committed to delivering strong market execution, superior route-to-market capabilities, and sustainable brand growth across Kenya.

We partner with leading global and regional brands to drive distribution excellence and customer value.

Job Purpose

The Sales Supervisor – Route to Market & Activations is responsible for leading, managing, and driving performance of Route Developers and Brand Ambassadors.

The role focuses on building sustainable last mile distribution routes, ensuring strong in-market execution, driving product awareness and conversion at wholesale level, and delivering sales growth through disciplined field execution and team leadership.

Key Responsibilities

1. Team Leadership & Management

• Supervise, coach, and manage Route Developers and Brand Ambassadors.
• Set clear daily, weekly, and monthly targets aligned to business objectives.
• Conduct regular field visits, joint calls, and performance reviews.
• Drive accountability, discipline, and a high-performance culture within the team.

2. Route Development & Distribution Expansion

• Oversee creation and development of new routes by Route Developers.
• Ensure achievement of coverage, outlet growth, and route productivity targets.
• Validate route plans, call cycles, and territory mapping.
• Ensure readiness of developed routes for handover to stockists.

3. Sales Performance & Execution

• Drive achievement of sales targets across all assigned territories and channels.
• Monitor key metrics including calls, strike rate, productivity, and revenue per route.
• Ensure effective last mile execution and availability of products in all outlets.

4. Wholesale Activation & Brand Execution

• Oversee Brand Ambassadors in wholesale outlets to ensure strong customer engagement.
• Ensure effective product introductions, demonstrations, and sales conversion.
• Monitor visibility, merchandising, and in-store execution standards.

5. Commercial Execution & Compliance

• Ensure implementation of pricing, promotions, and trade activities.
• Monitor adherence to trade terms and company policies.
• Support execution of product launches and in-market activations.

6. Stock & Operational Management

• Ensure proper stock uplift processes from stockists by Route Developers.
• Monitor stock flow, availability, and reconciliation.
• Minimize stock losses, expiries, and inefficiencies in the field.

7. Performance Tracking & Reporting

• Track and analyze team performance against KPIs.
• Prepare and submit weekly and monthly performance reports.
• Identify gaps and implement corrective action plans.
• Provide market intelligence on competition, pricing, and customer trends.

Key Performance Indicators (KPIs)

• Total team sales and revenue achievement
• Distribution growth and outlet expansion
• Execution compliance across territories
• Team productivity and efficiency
• Quality of reporting and market insights

Requirements

Qualifications & Experience

• Bachelor’s Degree or Diploma in Business, Sales, Marketing, or related field.
• 3–5 years’ experience in FMCG sales, with at least 1–2 years in a supervisory role.
• Experience in route-to-market execution, van sales, or wholesale activations.

Key Competencies

• Strong leadership and people management skills.
• Excellent coaching and performance management capability.
• Strong analytical and reporting skills.
• Commercial acumen and execution discipline.
• High level of ownership, accountability, and results orientation.

• Supervise, coach, and manage Route Developers and Brand Ambassadors.
• Set clear daily, weekly, and monthly targets aligned to business objectives.
• Conduct regular field visits, joint calls, and performance reviews.
• Drive accountability, discipline, and a high-performance culture within the team.
• Oversee creation and development of new routes by Route Developers.
• Ensure achievement of coverage, outlet growth, and route productivity targets.
• Validate route plans, call cycles, and territory mapping.
• Ensure readiness of developed routes for handover to stockists.
• Drive achievement of sales targets across all assigned territories and channels.
• Monitor key metrics including calls, strike rate, productivity, and revenue per route.
• Ensure effective last mile execution and availability of products in all outlets.
• Oversee Brand Ambassadors in wholesale outlets to ensure strong customer engagement.
• Ensure effective product introductions, demonstrations, and sales conversion.
• Monitor visibility, merchandising, and in-store execution standards.
• Ensure implementation of pricing, promotions, and trade activities.
• Monitor adherence to trade terms and company policies.
• Support execution of product launches and in-market activations.
• Ensure proper stock uplift processes from stockists by Route Developers.
• Monitor stock flow, availability, and reconciliation.
• Minimize stock losses, expiries, and inefficiencies in the field.
• Track and analyze team performance against KPIs.
• Prepare and submit weekly and monthly performance reports.
• Identify gaps and implement corrective action plans.
• Provide market intelligence on competition, pricing, and customer trends.

• Strong leadership and people management skills.
• Excellent coaching and performance management capability.
• Strong analytical and reporting skills.
• Commercial acumen and execution discipline.
• High level of ownership, accountability, and results orientation.

• Bachelor’s Degree or Diploma in Business, Sales, Marketing, or related field.
• 3–5 years’ experience in FMCG sales, with at least 1–2 years in a supervisory role.
• Experience in route-to-market execution, van sales, or wholesale activations.