Area Sales Manager - Nairobi Central at Kenya Wine Agencies Limited (KWAL)

Job Purpose

This position is responsible for driving sales volume and value targets for the assigned territory 
by implementing and executing strategies, team leadership and people management while managing marketing activities within the territory and resolve as well as well as attend to customer queries and complaints. 

Main Responsibilities

Trade Development

• Achieve set volume, value, and gross income targets on strategic focus brands. 
• Drive profitability within the assigned area, manage Opex saving and optimize resources to achieve sales targets (People, process, time, tools).
• Ensure territory targets (volume and Value) are achieved by ensuring distributor stock planning and availability, product listing and visibility in the trade, compliance of merchandising standards and activations as per approved segment standards.
• Ensure call compliance, strike rate targets and outlet expansion are exceeded in the given territory as per SFA targets
• Create value adding marketing/ business relationships, within the territory of clients by resolving customer concerns and feedback.
• Collect information on market intelligence, analyse market competition within the territory and prepare reports on market trends, competitor to support decision making.
• Identify and acquire new customers, as well as up-sell to the existing customer base. 
• Manage the entire sales cycle from prospection through to successful closure. 
• Build a strong pipeline and ensure accurate sales forecasting and account planning.

Distributor Management

• Undertake forecast and purchase planning
• Ensure compliance by distributor on credit terms, stock policy and reporting as per agreed SLA’s
• Work in collaboration with the distributors and the Territory Sales Representatives to ensure stockist and retail outlets in assigned territory are fully serviced as per agreed SLA`s
• Regularly oversee the Territory Sales Representative visits to outlets to ensure that the Consumer Drivers are being applied and address any skills gaps
• Develops long term partnerships with distributors (JBPs) and tracks on the same
• Actively develops distributors to become strategic partners (warehousing, logistics, safety, data sharing), identifies gaps and ways to overcome them
• Regularly assess existing and prospective distributors to identify business growth opportunities

Stakeholder and Relationship management

• Create, maintain and promote value adding marketing/ business relationships, within the territory clients by resolving customer concerns and feedback
• Work with key functions to develop category and brand insights to unlock sustainable value and volume growth
• Proactively identify and communicate potential financial trends or issues before they escalate
• Engage and communicate effectively with colleagues, investors, customers, suppliers, regulators, and other internal and external stakeholders

People Management 

• Mentor and coach team members to enhance their skills and career growth.
• Set clear performance expectations and goals for team members in line with consumer value drivers (Availability, Quality, Affordability, Visibility, Promotion and Persuasion), identify skills gaps and how to overcome them.
• Conduct regular performance reviews and provide constructive feedback.
• Address and resolve conflicts within the team in a timely and fair manner.
• Analyses data and insights to continuously steer team performance, in line with company objectives

Integrated Commercial Planning

• Understands and is able to articulate company commercial strategy, key objectives and their role to achieve those
• Actively contributes to the company strategy by providing insights and feedback. Translates these objectives into KPIs for individual team members
• Keeps active involvement in Cycle Briefings, working collaboratively with other functions (Trade Marketing, Marketing)

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

• Bachelor of Commerce, Marketing, Business Administration or Related field. 
• Master of Commerce, Marketing, Business Administration or Related field will be an added advantage. 

Professional Qualifications

• Professional qualification in Marketing such as Certified Sales and Marketing Professional (CSMP) or equivalent is a plus
• Professional membership with a professional body such as Chartered Institute of Marketing (CIM) or equivalent is an added advantage
• Must possess a clean and valid driving license.

Experience 

• At least 6 years, 2 years’ experience in management role in a similar role or function
• Experience in a commercial division with exposure on majority of the key areas such as Sales Management, distributor management & Route to Consumer 
• Practical experience in the use of MS packages and ERP systems
• Excellent understanding of market dynamics and Route to Market (RTM)
• Ability to gather market intelligence

Competencies

Technical Competencies

• Ability to Manage distributor RTM operations in General trade, Key Accounts and HORECA 
• Ability to ensure consistent supply and availability of the product to the end consumer. Able to conceptualise, run activation initiatives and enhance innovation on initiatives.
• Experience in managing profitable portfolio mix, ROI of initiatives as well as distributor/customer profitability. Must be able to apply analytics that predict consumer behavior at the market levels and optimise product availability and price to maximise revenue growth.
• Exemplary understanding of all the brands, target consumer, where the brands play vs. competitor brands/positioning competitor activities. Able to educate and enhance customers /consumers' understanding and recall of the brand and its products.
• Adeptness of the trading environment, micro and macro-economic factors, tax regimes and implications, competitor activities. 
• Skilled in managing and nurturing relationships with internal and external stakeholders, ensuring effective communication and addressing concerns to foster long-term partnerships.
• Proficient in building and maintaining strong relationships with customers and partners, understanding their needs, and providing solutions that enhance satisfaction and loyalty.
• Skilled in planning, developing, and executing product strategies
• Skilled in understanding and meeting customer needs through effective communication, problem-solving, and service delivery, building customer loyalty and driving repeat business.
• Skilled in data analytics, Sales Force Automation systems and dashboard reporting

Behavioural Competencies

• Lead and motivate teams to achieve organisational goals. 
• Support the professional growth of employees through guidance and feedback. 
• Demonstrate a commitment to enhancing processes and performance. Exhibit strong ability to develop detailed and effective plans.
• Maintains a high level of organisation in managing tasks and resources.
• Proficient in analysing complex data and information to make informed decisions.
• Strong understanding of business principles and practices, including financial management, marketing, and operations.
• Ability to negotiate terms, agreements, and contracts with clients, partners, and vendors.
• Demonstrate a deep commitment to understanding and meeting customer needs.
• Exhibit strong self-awareness and empathy, effectively managing personal emotions and understanding those of others.
• Utilise analytical skills to identify issues and develop effective solutions.
• Employ logical reasoning and critical analysis to evaluate information and make sound decisions. 
• Encourage innovative ideas and approaches to improve products and processes. 
• Continuously seeks new opportunities to enhance products and services. Make informed and timely decisions that align with the company’s strategic objectives. 
• Communicate effectively with diverse audiences, ensuring clarity and understanding.