Regional Sales Manager – Central

HACO Industries (Kenya) Limited is one of the region’s leading FMCG manufacturers, supplying a wide range of products to the entire East African and COMESA markets. They are known for quality personal and home care brands and are the only licensed distributor of Palmers in Kenya. Their desire is to add value to the everyday life of its customers across Africa.

HACO Industries is looking for an experienced and passionate sales leader to take on the position of Regional Sales Manager – Central. This strategic position plays a pivotal role in enhancing the company’s market presence, strengthening relationships with key stakeholders, and ensuring sales growth across the Central region.

1. Develop and execute strategic plans that ensure sales targets are met or exceeded across all channels in the region.
2. Design and roll out route-to-market (RTM) strategies for optimal product penetration and availability in general and modern trade.
3. Ensure that sales targets are translated into actionable plans for the team and establish clear KPIs and accountability measures.
4. Lead, coach, and supervise the regional sales team, ensuring each team member is equipped and motivated to perform optimally.
5. Conduct regular performance reviews, on-the-job training, and coaching sessions to build skills and enhance team effectiveness.
6. Establish and maintain strong, productive relationships with key business partners including distributors, wholesalers, retailers, and other stakeholders.
7. Negotiate commercial terms with partners to ensure win-win outcomes and sustained business partnerships.
8. Continuously analyze market conditions, consumer behaviour, and competitor actions to identify opportunities for growth.
9. Provide actionable insights to senior management, contributing to the refinement of products, pricing strategies, and promotional campaigns.
10. Identify underserved territories, product gaps, and emerging trends that could be converted into viable commercial opportunities.
11. Prepare and present regular sales forecasts, budget utilization reports, and performance analysis to the General Trade Manager.
12. Ensure timely reporting of sales volumes, territory coverage, stock levels, and competitor movements.

1. A Bachelor’s degree in Business Administration, Marketing, or any other relevant field.
2. Minimum of five (5) years of experience in a similar role, preferably within the FMCG sector.
3. At least one year of active distributor recruitment experience.
4. Demonstrated success in managing sales teams and delivering consistent growth in general trade markets.
5. High level of proficiency in Microsoft Office applications, including Word, Excel, and PowerPoint.
6. Willingness and flexibility to travel frequently within the Central region and sometimes beyond.
7. Strong leadership, communication, and problem-solving skills.