CDL Human Resource

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.

The Territory Trade Marketer is responsible for driving secondary sales growth, market execution, distribution expansion, and brand visibility within the assigned territory. The role ensures effective management of distributors, third-party sales agencies, Van Sales Representatives, and Order Bookers to achieve sales targets, maximize outlet coverage, and strengthen market presence across General Trade channels.

Key Responsibilities

Sales Performance & Territory Management

• Deliver and exceed secondary sales targets within the assigned territory.
• Develop and execute territory sales plans to drive revenue growth and market penetration.
• Monitor sales performance and implement corrective actions to address gaps and capitalize on opportunities.
• Ensure effective route-to-market execution to maximize productivity and sales efficiency.

Distributor Management

• Manage distributor relationships to ensure achievement of sales, distribution, and service level objectives.
• Monitor distributor stock levels and replenishment to prevent stock-outs and ensure product availability.
• Conduct regular distributor business reviews and provide recommendations for performance improvement.
• Ensure compliance with company policies, processes, and reporting requirements.

Team Leadership & Field Execution

• Supervise and support Van Sales Representatives, Order Bookers, and field sales teams.
• Manage and coordinate activities of third-party sales agencies to ensure alignment with business objectives.
• Set performance targets, monitor productivity, and provide coaching and guidance to field teams.
• Conduct regular market visits to assess execution standards and team effectiveness.

Trade Marketing & Merchandising

• Drive product visibility, merchandising excellence, and adherence to company standards at retail outlets.
• Execute trade marketing initiatives, promotions, and market activation programs.
• Ensure availability and proper placement of POS materials and promotional assets.
• Monitor campaign effectiveness and provide feedback for continuous improvement.

Market Development & Customer Management

• Expand outlet coverage and identify opportunities for new business acquisition.
• Build and maintain strong relationships with distributors, retailers, and key trade partners.
• Identify distribution gaps and implement initiatives to improve market penetration.
• Ensure excellent customer service and timely resolution of trade-related issues.

Market Intelligence & Reporting

• Monitor competitor activities, pricing, promotions, and market trends.
• Gather and analyze market intelligence to support business decision-making.
• Prepare accurate sales, distribution, and performance reports.
• Utilize sales data and analytics to identify opportunities and improve territory performance.

Requirements

Education

• Diploma or Bachelor's Degree in Sales, Marketing, Business Administration, or a related field.

Experience

• Minimum of five (5) years' experience in FMCG sales.
• Demonstrated experience managing distributors and distributor operations.
• Experience supervising Van Sales Representatives and/or Order Bookers.
• Proven track record of driving territory sales growth and market execution.
• Experience managing sales teams, field execution teams, or third-party sales agencies.
• Strong understanding of secondary sales management and route-to-market operations.
• Strong analytical, reporting, and performance management capabilities.

Preferred Qualifications

• Experience within the beverage industry.
• Experience working with third-party sales agencies.
• Experience in General Trade and Van Sales operations.

Key Competencies

• Sales and Commercial Acumen
• Distributor Management
• Team Leadership and Coaching
• Territory Planning and Execution
• Negotiation and Relationship Management
• Trade Marketing and Merchandising
• Market Analysis and Business Insights
• Performance Management
• Problem Solving and Decision Making
• Communication and Interpersonal Skills
• Data Analysis and Reporting
• Results-Oriented Mindset

• Deliver and exceed secondary sales targets within the assigned territory.
• Develop and execute territory sales plans to drive revenue growth and market penetration.
• Monitor sales performance and implement corrective actions to address gaps and capitalize on opportunities.
• Ensure effective route-to-market execution to maximize productivity and sales efficiency.
• Manage distributor relationships to ensure achievement of sales, distribution, and service level objectives.
• Monitor distributor stock levels and replenishment to prevent stock-outs and ensure product availability.
• Conduct regular distributor business reviews and provide recommendations for performance improvement.
• Ensure compliance with company policies, processes, and reporting requirements.
• Supervise and support Van Sales Representatives, Order Bookers, and field sales teams.
• Manage and coordinate activities of third-party sales agencies to ensure alignment with business objectives.
• Set performance targets, monitor productivity, and provide coaching and guidance to field teams.
• Conduct regular market visits to assess execution standards and team effectiveness.
• Drive product visibility, merchandising excellence, and adherence to company standards at retail outlets.
• Execute trade marketing initiatives, promotions, and market activation programs.
• Ensure availability and proper placement of POS materials and promotional assets.
• Monitor campaign effectiveness and provide feedback for continuous improvement.
• Expand outlet coverage and identify opportunities for new business acquisition.
• Build and maintain strong relationships with distributors, retailers, and key trade partners.
• Identify distribution gaps and implement initiatives to improve market penetration.
• Ensure excellent customer service and timely resolution of trade-related issues.
• Monitor competitor activities, pricing, promotions, and market trends.
• Gather and analyze market intelligence to support business decision-making.
• Prepare accurate sales, distribution, and performance reports.
• Utilize sales data and analytics to identify opportunities and improve territory performance.

• Sales and Commercial Acumen
• Distributor Management
• Team Leadership and Coaching
• Territory Planning and Execution
• Negotiation and Relationship Management
• Trade Marketing and Merchandising
• Market Analysis and Business Insights
• Performance Management
• Problem Solving and Decision Making
• Communication and Interpersonal Skills
• Data Analysis and Reporting
• Results-Oriented Mindset

• Diploma or Bachelor's Degree in Sales, Marketing, Business Administration, or a related field.
• Minimum of five (5) years' experience in FMCG sales.
• Demonstrated experience managing distributors and distributor operations.
• Experience supervising Van Sales Representatives and/or Order Bookers.
• Proven track record of driving territory sales growth and market execution.
• Experience managing sales teams, field execution teams, or third-party sales agencies.
• Strong understanding of secondary sales management and route-to-market operations.
• Strong analytical, reporting, and performance management capabilities.
• Experience within the beverage industry.
• Experience working with third-party sales agencies.
• Experience in General Trade and Van Sales operations.