General Purpose

Our client, a leading FMCG manufacturing company with operations across East Africa, is seeking a dynamic, commercially driven, and results-oriented Area Sales Manager to lead sales operations in Kisumu and neighboring regions. The successful candidate will be responsible for driving revenue growth, strengthening distributor partnerships, expanding market coverage, ensuring product availability, and leading high-performing sales teams to achieve business objectives.

Gross Salary: Ksh. 90,000 – 110,000

Duties & Responsibilities

• Develop and execute area sales strategies to achieve revenue, volume, and market share targets.
• Manage and support distributors to ensure optimal stock availability, route-to-market effectiveness, and target achievement.
• Lead, coach, and motivate Trade Representatives to deliver strong execution and consistent performance.
• Monitor sales performance, identify growth opportunities, and implement corrective actions where necessary.
• Build and maintain strong relationships with key customers, wholesalers, retailers, and distributor partners.
• Drive product penetration, visibility, and availability across General Trade channels.
• Plan and execute regional promotions, activations, and Below-The-Line (BTL) initiatives to stimulate sales growth.
• Ensure effective utilization and management of company assets, POS materials, and sales resources.
• Analyze sales reports and market intelligence to identify trends, opportunities, and risks.
• Oversee debt collection and credit management to maintain healthy cash flow and distributor relationships.
• Drive new product listings and coordinate product training initiatives for sales and distributor teams.
• Ensure compliance with company policies, reporting requirements, and operational standards.

Requirements & Qualifications

• Degree or Diploma in Business Administration, Sales & Marketing, or a related field.
• Minimum of 8 years’ experience in FMCG sales.
• Strong understanding of General Trade (GT) channels and distributor management.
• Excellent negotiation, communication, and relationship management skills.
• Strong leadership, coaching, and team management abilities.
• Proficiency in MS Office applications (Excel, Word, PowerPoint, Outlook).
• Valid driving license.

• Develop and execute area sales strategies to achieve revenue, volume, and market share targets.
• Manage and support distributors to ensure optimal stock availability, route-to-market effectiveness, and target achievement.
• Lead, coach, and motivate Trade Representatives to deliver strong execution and consistent performance.
• Monitor sales performance, identify growth opportunities, and implement corrective actions where necessary.
• Build and maintain strong relationships with key customers, wholesalers, retailers, and distributor partners.
• Drive product penetration, visibility, and availability across General Trade channels.
• Plan and execute regional promotions, activations, and Below-The-Line (BTL) initiatives to stimulate sales growth.
• Ensure effective utilization and management of company assets, POS materials, and sales resources.
• Analyze sales reports and market intelligence to identify trends, opportunities, and risks.
• Oversee debt collection and credit management to maintain healthy cash flow and distributor relationships.
• Drive new product listings and coordinate product training initiatives for sales and distributor teams.
• Ensure compliance with company policies, reporting requirements, and operational standards.

• Excellent negotiation, communication, and relationship management skills.
• Strong leadership, coaching, and team management abilities.
• Proficiency in MS Office applications (Excel, Word, PowerPoint, Outlook).

• Degree or Diploma in Business Administration, Sales & Marketing, or a related field.
• Minimum of 8 years’ experience in FMCG sales.
• Strong understanding of General Trade (GT) channels and distributor management.
• Valid driving license.