This senior management role involves leading and growing an International Sports Brand across Distribution, MB (Multi-Brand Outlets), and SIS (Shop-in-Shop) channels throughout Africa, with a specific focus on East Africa as the initial priority market. The Head of Sales is responsible for driving sell-in and sell-out performance, strategically expanding the retail presence, cultivating strong customer relationships, and ensuring operational excellence across all partner stores. This position is strictly for professionals who possess extensive industry connections within the mentioned sales channels.
Key Responsibilities:
Distribution Channel Management
- Develop and execute the distribution strategy for Africa.
- Identify, appoint, onboard, and manage regional distributors.
- Ensure proper coverage across Africa.
- Track distributor performance, inventory hygiene, and secondary sales.
- Conduct periodic business reviews with distributors (monthly/quarterly).
MB (Multi-Brand Outlets) Management
- Expand the International Sports Brand’s presence in top National & International MBOs.
- Negotiate margins, pricing, payment terms, and assortment with MB partners.
- Ensure ideal assortment planning across categories: running, football, lifestyle footwear, and accessories.
- Monitor competitor activity within MBOs and recommend corrective actions.
- Drive Visual Merchandising (VM) execution, store staff training, and brand visibility for MBOs.
SIS (Shop-in-Shop) Management
- Identify retail chains suitable for establishing SIS formats (malls, department stores).
- Lead end-to-end SIS setup, including space negotiation, fixture installation, product mix planning, and visual merchandising setup.
- Monitor sales performance of each SIS model and improve productivity.
Sales Operations & Performance
- Achieve monthly, quarterly, and annual sell-in and sell-out targets.
- Manage product launch cycles, pricing strategies, promotional calendars, and stock rotation.
- Prepare sales forecasts and align closely with the supply chain for inventory planning.
- Conduct regular market visits to check store execution and gather feedback.
Team Leadership & Training
- Manage and mentor a team of sales executives, merchandisers, and SIS staff.
- Conduct regular product training for distributor sales teams and retail staff.
- Build a high-performance culture with clear Key Performance Indicators (KPIs) and structured reviews.
Business Development & Market Expansion
- Identify new retail opportunities in malls, sports hubs, and urban centres.
- Plan channel expansion for emerging towns/cities with high potential.
- Lead actions to increase market share against major competitors (Adidas, Nike, Puma, Skechers, On, and local brands).
Reporting & Data Analysis
- Prepare Day wise, weekly, and monthly reports on sales, market conditions, and channel performance.
- Analyse data on sell-through, stock ageing, and regional trends to guide decisions.
- Provide insights on best-selling styles, slow movers, and customer buying behaviour.
- Manage key accounts, distributors, and retail partners.
Qualifications and Experience:
- Bachelor’s degree in Business, Sales, Marketing, or a related field.
- Minimum 10+ years of progressive sales experience, specifically within the Sports Footwear, Apparels, Accessories, or Equipment industry.
- Strong knowledge of the Africa retail and distribution ecosystem.
- Experience handling distributors, MBOs, and SIS formats.
- Proven track record of achieving sales targets.
