Background

CDL was founded in early 2003 by its current Managing Director Lucy Mmari.Within her 14 year tenure in a well established logistics company, She honed her skill in human resources management and thereafter started CDL.

Job Summary

The Area Sales Manager will be responsible for developing and executing regional sales strategies, leading and motivating branch sales teams, and optimizing in-store operations to deliver up to 35% year-on-year sales growth across assigned branches. This role requires a hands-on commercial driven leader with strong people management skills, sharp retail instincts, and the ability to translate strategy into consistent execution on the ground.

KEY RESPONSIBILITIES

• Develop and execute a regional sales strategy aligned with company growth objectives and brand promise.
• Drive revenue growth, profitability, and market share across all assigned branches, with a clear target of up to 35% YoY sales growth.
• Set branch and individual sales targets, monitor performance, and ensure accountability through structured reviews and coaching.
• Lead, mentor, and develop Branch leaders and sales teams to build a high-performance, customer-centric culture.
• Strengthen branch operations by improving sales processes, visual merchandising standards, customer experience, and stock utilization.
• Identify new business opportunities and local market activations.
• Analyze market trends, customer behavior, and competitor activity to inform pricing, promotions, and assortment decisions.
• Collaborate closely with Marketing, buying, and logistic teams to ensure seamless execution and customer satisfaction.
• Ensure compliance with company policies, reporting standards, and operational controls across all branches.
• Provide accurate and timely reporting on sales performance, forecasts, opportunities, and risks to direct reporting lines.

REQUIRED SKILLS & QUALIFICATIONS

• Diploma or Degree in Sales & Marketing, Business Administration, or a related field from a recognized institution.
• Minimum of 5 years’ experience in retail or FMCG sales, with at least 2 years in a people management or supervisory role.
• Proven ability to grow sales, manage multiple locations, and lead teams toward ambitious targets.
• Strong commercial acumen with the ability to interpret data and convert insights into action.
• Excellent communication, presentation, and negotiation skills with high professional standards.
• Transformative mindset with the ability to challenge the status quo, drive change, and scale performance.
• Strong relationship-building skills with customers, partners, and internal teams.
• High level of self-motivation, resilience, and ability to thrive in a fast-paced, performance-driven retail environment.
• Proficiency in CRM systems, sales reporting, and performance tracking tools.
• Willingness to travel within the assigned region and provide hands-on support to branches.

• Develop and execute a regional sales strategy aligned with company growth objectives and brand promise.
• Drive revenue growth, profitability, and market share across all assigned branches, with a clear target of up to 35% YoY sales growth.
• Set branch and individual sales targets, monitor performance, and ensure accountability through structured reviews and coaching.
• Lead, mentor, and develop Branch leaders and sales teams to build a high-performance, customer-centric culture.
• Strengthen branch operations by improving sales processes, visual merchandising standards, customer experience, and stock utilization.
• Identify new business opportunities and local market activations.
• Analyze market trends, customer behavior, and competitor activity to inform pricing, promotions, and assortment decisions.
• Collaborate closely with Marketing, buying, and logistic teams to ensure seamless execution and customer satisfaction.
• Ensure compliance with company policies, reporting standards, and operational controls across all branches.
• Provide accurate and timely reporting on sales performance, forecasts, opportunities, and risks to direct reporting lines.

• Proven ability to grow sales, manage multiple locations, and lead teams toward ambitious targets.
• Strong commercial acumen with the ability to interpret data and convert insights into action.
• Excellent communication, presentation, and negotiation skills with high professional standards.
• Transformative mindset with the ability to challenge the status quo, drive change, and scale performance.
• Strong relationship-building skills with customers, partners, and internal teams.
• High level of self-motivation, resilience, and ability to thrive in a fast-paced, performance-driven retail environment.
• Proficiency in CRM systems, sales reporting, and performance tracking tools.
• Willingness to travel within the assigned region and provide hands-on support to branches.

• Diploma or Degree in Sales & Marketing, Business Administration, or a related field from a recognized institution.
• Minimum of 5 years’ experience in retail or FMCG sales, with at least 2 years in a people management or supervisory role.