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.

Role Summary

The Head of Sales and Marketing will lead the organisation's commercial strategy across its non-alcoholic beverage portfolio and target markets. The role is accountable for revenue growth, sales volumes, market share, pricing, distribution, customer relationships and overall brand performance.

The position combines strategic sales leadership, marketing and brand management, business development, export growth and hands-on route-to-market execution. The successful candidate will manage the commercial budget, lead a multidisciplinary team and work closely with senior management and other business functions to achieve the organisation's strategic objectives.

The ideal candidate is a results-oriented FMCG leader with a strong understanding of consumer markets, proven experience managing national and regional sales operations, and the ability to build high-performing teams, strengthen customer relationships and deliver sustainable growth.

Key Responsibilities

Commercial Strategy and Business Growth

• Develop and implement sales and marketing strategies aligned with the organisation's business objectives and profitability targets.
• Drive revenue, volume, market share and margin growth across the non-alcoholic beverage portfolio and target markets.
• Manage the commercial budget, pricing strategy, product mix and promotional investments to maximise returns.
• Coordinate demand forecasting with Production, Finance and Supply Chain to ensure product availability and efficient inventory management.
• Identify opportunities for portfolio expansion, product innovation, market penetration and new revenue streams.
• Monitor competitor activity, market trends, customer preferences and industry developments to inform commercial decisions.
• Evaluate commercial performance and implement corrective measures to address gaps against agreed targets.

Sales and Route-to-Market Excellence

• Lead national and regional sales teams in achieving revenue, volume, distribution and profitability targets.
• Develop effective route-to-market strategies covering distributors, wholesalers, general trade, modern trade, supermarkets, hospitality, institutional customers and other relevant channels.
• Strengthen distributor performance, sales coverage, product availability and channel productivity.
• Establish clear sales KPIs, performance dashboards and regular business reviews to drive accountability.
• Build and maintain strategic relationships with key accounts, distributors, retailers and institutional customers.
• Identify opportunities to improve sales force effectiveness, channel performance and cost efficiency.
• Develop territory and account plans to maximise market penetration and customer retention.
• Ensure effective sales forecasting, pipeline management and timely reporting of commercial results.

Core Competencies

• Strategic commercial leadership.
• Sales management and business development.
• Brand and category management.
• Export and international market development.
• Financial management and profitability analysis.
• Trade marketing and route-to-market execution.
• Commercial analytics and digital enablement.
• Negotiation and relationship management.
• Team leadership, coaching and talent development.
• Innovation, adaptability and results orientation.

• Develop and implement sales and marketing strategies aligned with the organisation's business objectives and profitability targets.
• Drive revenue, volume, market share and margin growth across the non-alcoholic beverage portfolio and target markets.
• Manage the commercial budget, pricing strategy, product mix and promotional investments to maximise returns.
• Coordinate demand forecasting with Production, Finance and Supply Chain to ensure product availability and efficient inventory management.
• Identify opportunities for portfolio expansion, product innovation, market penetration and new revenue streams.
• Monitor competitor activity, market trends, customer preferences and industry developments to inform commercial decisions.
• Evaluate commercial performance and implement corrective measures to address gaps against agreed targets.
• Lead national and regional sales teams in achieving revenue, volume, distribution and profitability targets.
• Develop effective route-to-market strategies covering distributors, wholesalers, general trade, modern trade, supermarkets, hospitality, institutional customers and other relevant channels.
• Strengthen distributor performance, sales coverage, product availability and channel productivity.
• Establish clear sales KPIs, performance dashboards and regular business reviews to drive accountability.
• Build and maintain strategic relationships with key accounts, distributors, retailers and institutional customers.
• Identify opportunities to improve sales force effectiveness, channel performance and cost efficiency.
• Develop territory and account plans to maximise market penetration and customer retention.
• Ensure effective sales forecasting, pipeline management and timely reporting of commercial results.

• Strategic commercial leadership.
• Sales management and business development.
• Brand and category management.
• Export and international market development.
• Financial management and profitability analysis.
• Trade marketing and route-to-market execution.
• Commercial analytics and digital enablement.
• Negotiation and relationship management.
• Team leadership, coaching and talent development.
• Innovation, adaptability and results orientation.

• BA/BSc/HND
• MBA/MSc/MA
• Professional Certificate