Tropical Heat was established in 1973 as a small ethnic snack cottage industry. Today, we are one of the leading manufacturers of spices and snacks in the East African region and our brand Tropical Heat is a household name in Kenya. With our very strong and expert technical team, we manufacture a vast range of spices and snacks. The spices include pure sp...

Role overview

The Head of Sales will lead and drive the commercial agenda across East Africa, with ownership of revenue growth, market share, distribution expansion, and sales team capability. This is a hands-on leadership role with a strong focus on execution, numbers, and routes to market across all channels.

Key responsibilities

• Own and deliver the East Africa sales strategy with a strong emphasis on execution, scale, and sustainable growth
• Lead, coach, and manage Sales Managers across markets, building a high-performance, accountable sales culture
• Drive revenue growth, market share gains, and numerical distribution across all channels
• Route-to-market execution and optimisation across modern trade, general trade and institutions
• Translate commercial strategy into clear, actionable plans with measurable targets at every level
• Work closely with Trade Marketing, Marketing, Finance, Logistics and Operations to ensure strong in-market execution
• Build strong relationships with key customers, distributors, and strategic partners
• Lead forecasting, budgeting, and sales performance reviews with a strong grip on numbers and discipline
• Recruit, develop, and retain top sales talent, with a strong focus on coaching and succession planning
• Actively contribute as a member of the leadership team, shaping broader business strategy and decisions

Requirements

• Do you have 10 or more years’ experience in FMCG sales?
• Have you led sales across multiple channels (e.g. modern trade, general trade, distributors, HORECA, key accounts, or exports)?
• How strong is your experience in designing or optimising route-to-market and distribution models?
• How strong is your track record in driving market share growth in competitive FMCG categories?
• How comfortable are you leading sales using numbers, forecasts, KPIs, and performance dashboards?

• Own and deliver the East Africa sales strategy with a strong emphasis on execution, scale, and sustainable growth
• Lead, coach, and manage Sales Managers across markets, building a high-performance, accountable sales culture
• Drive revenue growth, market share gains, and numerical distribution across all channels
• Route-to-market execution and optimisation across modern trade, general trade and institutions
• Translate commercial strategy into clear, actionable plans with measurable targets at every level
• Work closely with Trade Marketing, Marketing, Finance, Logistics and Operations to ensure strong in-market execution
• Build strong relationships with key customers, distributors, and strategic partners
• Lead forecasting, budgeting, and sales performance reviews with a strong grip on numbers and discipline
• Recruit, develop, and retain top sales talent, with a strong focus on coaching and succession planning
• Actively contribute as a member of the leadership team, shaping broader business strategy and decisions

• FMCG sales
• Sales across multiple channels
• Designing or optimising route-to-market and distribution models
• Driving market share growth
• Leading sales using numbers, forecasts, KPIs, and performance dashboards

• BA/BSc/HND