Highlands Drinks Limited, a pioneer and category leader in the Kenyan non-alcoholic beverage industry with a rich history spanning 69 years, is seeking a result-oriented and highly capable Sales Excellence Manager to be based in Nairobi.
The Sales Excellence Manager will be responsible for driving numeric and weighted distribution, Route-to-Market (RTM) strategies, sales execution, and distributor relationship management to ensure maximum product availability, market penetration, and sustainable growth within the assigned territory. This is a field-based role operating in a fast-paced FMCG environment.
Key Duties and Responsibilities
Distribution Management
- Drive numeric and weighted distribution to maximize product availability and market penetration across the assigned territory.
- Monitor product availability and inventory levels to minimize out-of-stock situations and improve on-shelf availability.
- Identify distribution gaps and implement corrective action plans to expand outlet coverage and improve service levels.
- Support the implementation and continuous improvement of Route-to-Market (RTM) strategies to enhance sales productivity and operational efficiency.
- Monitor route productivity, call frequency, outlet coverage, and route compliance to ensure efficient territory execution.
- Analyze sales, distribution, and market performance data to identify opportunities for growth, optimize territory performance, and improve customer reach.
- Work closely with distributors and sales teams to ensure consistent product availability, effective territory management, and achievement of distribution targets.
Market Execution
- Drive excellence in the execution of trade promotions, commercial initiatives, and in-market activation programmes to maximize sales performance.
- Monitor and enforce compliance with the Company's visibility standards, merchandising guidelines, and execution requirements across all outlets.
- Ensure the effective placement, utilization, and maintenance of Point of Sale Materials (POSM) to maximize brand visibility and shopper engagement.
- Monitor retail pricing compliance and promptly identify and address pricing deviations that may impact competitiveness and brand positioning.
- Conduct regular market audits to assess execution quality, promotional compliance, merchandising standards, and overall customer experience.
- Monitor route compliance and field execution to ensure sales representatives adhere to approved route plans, outlet call cycles, and service standards.
- Identify execution gaps, conduct root cause analysis, and implement corrective action plans in collaboration with distributors and sales teams.
- Monitor competitor activities, trade initiatives, and in-market execution to identify opportunities for continuous improvement and competitive advantage.
Distributor Relationship Management
- Build and maintain strong, collaborative relationships with assigned distributors to drive sustainable business growth and operational excellence.
- Partner with distributors to improve sales execution, market coverage, product availability, and overall commercial performance.
- Monitor distributor inventory levels, stock rotation, and replenishment planning to ensure optimal stock availability and minimize stock-outs.
- Support effective credit management by monitoring collections, following up on overdue accounts, and working with distributors to improve payment performance.
- Align distributor sales teams with the Company's commercial objectives, execution standards, and performance expectations.
- Conduct regular distributor business reviews to evaluate sales performance, service levels, operational effectiveness, and compliance with agreed performance targets.
- Identify capability gaps within distributor operations and implement initiatives to improve execution, productivity, and customer service.
- Provide market insights and performance feedback to distributors to support continuous improvement and achievement of territory objectives.
Sales Performance & Territory Management
- Monitor territory sales performance against agreed targets and identify opportunities to drive sustainable sales growth.
- Analyze sales trends, market intelligence, competitor activities, and customer insights to support informed commercial decision-making.
- Identify performance gaps and implement corrective action plans in collaboration with Regional Sales Managers, distributors, and sales teams.
- Monitor and report on key sales execution KPIs, including distribution, product availability, route compliance, visibility, strike rate, and sales productivity.
- Coach, support, and develop distributor sales teams to improve execution capability, customer service, and overall commercial performance.
- Conduct regular market visits to validate sales performance, identify business opportunities, and strengthen customer and distributor relationships.
- Track the effectiveness of commercial initiatives and recommend improvements to maximize return on investment and sales performance.
- Prepare accurate and timely sales and execution reports to support business reviews and performance management.
Reporting Systems & Data Integrity
- Prepare accurate and timely weekly and monthly sales, distribution, and execution performance reports to support business reviews and decision-making.
- Maintain accurate market intelligence, execution records, and territory performance data to support commercial planning and continuous improvement.
- Monitor compliance with Company sales policies, Route-to-Market standards, trade execution guidelines, and operational procedures.
- Identify, escalate, and support the resolution of operational, commercial, and execution risks that may impact sales performance or customer service.
- Monitor the implementation of agreed corrective actions and provide regular updates on execution performance and improvement initiatives.
- Ensure the accuracy, integrity, and timely submission of sales and execution data in line with Company reporting requirements.
Responsibility for Finances and Physical Assets
- Support effective utilization of Company resources by monitoring sales execution, distributor performance, product availability, and trade execution activities.
- Safeguard the accuracy, integrity, and confidentiality of sales, distribution, and market execution records.
- Monitor the execution of promotional activities and POSM assets to ensure compliance with approved standards.
- Ensure the proper use, care, and safekeeping of Company-issued equipment and sales tools.
Working Conditions and Physical Environment
- The role is field-based and requires frequent travel within the assigned territory to support sales execution, distributor management, and customer engagement.
- Regular interaction with Commercial, Sales, Supply Chain, Finance, and distributor teams is expected, with periodic office-based planning and reporting activities.
- Operating in a fast-paced FMCG environment, the role may require working outside normal business hours during promotional campaigns, product launches, or month-end activities.
- Prolonged periods of driving, standing, walking, and movement between customer locations are necessary.
- Visits to warehouses, distribution centers, and manufacturing facilities require mandatory use of Personal Protective Equipment (PPE) where applicable.
