National Sales Manager at Kenya Wine Agencies Limited (KWAL)

Job Purpose

This position is responsible for driving sales and distribution nationally in the General Trade. Oversee key distributors/ partners and provide leadership to Area Managers and Sales teams to ensure volume and value targets for the assigned regions are achieved; lead and guide implementation of trade marketing activities towards the achievement of all sales objectives of KWAL and broader Heineken Group.

Main Responsibilities

Trade Development 

• Prepare, implement and monitor sales, trade marketing and distribution blueprint across priority markets or areas, to develop capability and enhance business opportunities 
• Support the Head of Sales in the development and execution of communication channels within KWAL customers, distributors and stakeholders that allow for logging of customer feedback (and complaints) and take appropriate resolutions
• Define and agree sales, trade marketing and distribution KPI’s to track performance in key markets/ zones to drive sustainable volume growth, incremental profits and cost optimisation
• Implement HEINEKEN Value Drivers on Availability, Quality, Affordability, Promotion Execution, Availability & Persuasion, hence driving the right PICOS Execution across all relevant channels at a national level

Route to Market Planning

• Actively manage Route to Market set-up plans including, but not limited to active direct selling, distributor selection and assessments, terms of trade, margin optimization, price, trade marketing, key account and distributor management
• Plan, monitor and control the sales and distribution budgets to ensure departmental spending is in line with the approved budgetary allocations
• Support the sales and marketing teams succeed at the Point of Sale (POS) by enhancing the Route to Market and sales leadership capacity across all identified areas, by entrenching the “best fit” market approach within the organisation and through engagement with key stakeholders
• Shape and optimize Sales Areas and regions to achieve optimal resource allocation

Distributor Management

• Support the assigned distributors to achieve volume and distribution targets to maximise brand availability and visibility, through the execution of essential trade and brand marketing activities
• Manage and ensure distribution structure or model, resources and budget requirements, trading terms, credit risk and customer pricing guidelines are adhered to.
• Evaluate distributor performance formally on regular basis
• Manage pay for perform through distributor so that investment is directed at enhancing brand value and profitability
• Manage the relationship with distributors and Key Accounts to reach a preferred partner level.
• Develop and implement debt management strategies employed on Key Accounts and distributors
• Co-develop and embed Trade Terms strategy, achieving margin optimization and profitable business growth

Budget Management

• Prepare, implement and monitor annual budgets (Trade incentive, distribution and sales operations budgets) ensuring conformity to the overall business strategy and drive the achievement of the organisational goals and objectives
• Evaluate and manage trading terms (margins and credit) to enhance volume, volume share and profitability in line with company objectives

Stakeholder Management

• Create, maintain and promote purposeful relationships both internally and externally, to achieve organisational goals or solve problems e.g. cross -functionally, customers
• Establish and maintain relationships with key clients, internal teams and stakeholders including other industry players to support KWAL business interests nationally
• Develop and maintain business relationship with strategic trade partners
• Engage and communicate effectively with colleagues, investors, customers, suppliers, regulators, and other internal and external stakeholders
• Build and maintain a network within HEINEKEN to Learn, Share and Reapply ways of working and best practices across OpCos

People Management 

• Mentor and coach team members to enhance their skills and career growth.
• Set clear performance expectations and goals for team members.
• Conduct regular performance reviews and provide constructive feedback.
• Address and resolve conflicts within the team in a timely and fair manner.
• Builds a succession pipeline for the front line sales team
• Shapes the sales team to attract and retain talent, assists the head of sales to build a rotational plan to optimally use resources

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)
• Helps to build the Integrated Commercial Plan, with key sales insights
• Drives and owns the Numeric Distribution strategy, targets and reporting of the same

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 
• Professional membership with a professional body such as Chartered Institute of Marketing (CIM) or equivalent is an added advantage

Experience 

• At least 8 years, 3 years’ experience in management role in a similar role in FMCG
• At least 3 years front line sales experience
• Experience in a commercial division with exposure on majority of the key areas such as Sales Management, distributor management & Route to Consumer is an added advantage
• Practical experience in the use of MS packages and ERP systems
• Excellent understanding of market dynamics and Route to Market (RTM)

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 behaviour 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 plays 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
• Financial acumen to understand P&L and profitability
• Marketing acumen to understand Brand Power

Behavioural Competencies

• Proficient in analysing complex data and information to make informed decisions.
• Lead and motivate teams to achieve organisational goals by providing clear direction, support, and development opportunities to ensure team members are engaged and productive.
• Support the professional growth of employees through guidance and feedback.
• Make informed and timely decisions that align with the company’s strategic objectives, balancing short-term needs with long-term goals and considering the impact on all stakeholders.
• Utilise analytical skills to identify issues and develop effective solutions ensuring minimal disruption and optimal outcomes.
• Effectively communicate and effectively present marketing information, insights, and recommendations to diverse audiences through engaging and visually appealing presentations
• Employ logical reasoning and critical analysis to evaluate information and make sound decisions.
• Demonstrate a deep commitment to understanding and meeting customer needs.
• Effectively manages relationships with internal and external stakeholders, including employees, customers, suppliers, and regulatory bodies.