Regional Sales Lead (Beverages)

MSVL Group is a leading provider of recruitment, HR consulting, and corporate training services, with over 10 years of experience across Africa, India, and the Middle East. We specialize in sourcing top talent, from entry-level to executive roles, and offering tailored HR solutions that align with our clients’ business goals.

This senior role involves leading regional sales efforts for beverage products, focusing on achieving revenue and volume targets. The successful candidate will manage distributor relationships, implement route-to-market strategies, and oversee sales team performance across various trade channels in Central Kenya.

1. Drive primary and secondary sales, revenue, and volume targets for the region.
2. Manage distributors to enhance sales performance, ensure stock availability, and expand market coverage.
3. Lead the execution of route-to-market strategies, including territory planning, outlet expansion, and distribution growth.
4. Manage product mix, SKU performance, new product launches, and channel execution across modern trade, general trade, and wholesale.
5. Cultivate relationships with key customers and distributors while identifying new business opportunities.
6. Lead, coach, and develop regional sales teams and distributor sales representatives.
7. Monitor competitor activities, market trends, sales forecasts, and regional performance.
8. Ensure adherence to pricing, credit, commercial policies, and reporting requirements.

1. Hold a Bachelor's degree in Sales, Marketing, Business Administration, Commerce, or a related field.
2. Possess a minimum of 8 years of progressive sales experience, with mandatory experience in the Beverage category.
3. Have at least 3 years in a regional sales leadership or senior management role within FMCG or Beverages.
4. Demonstrate strong experience in managing distributors, primary and secondary sales, and large field sales teams.
5. Exhibit proven expertise in Route-to-Market strategy and execution.
6. Possess a good understanding of modern trade, general trade, and wholesale channels.
7. Have strong knowledge of the Kenyan FMCG market, particularly Central Kenya.
8. Show excellent commercial, analytical, negotiation, and people-management skills.
9. Be proficient in Excel, CRM, and sales reporting systems.