Route to Market Manager at Tropikal Brands Afrika Limited

We are seeking a results-driven Route to Market (RTM) Manager to lead the design, implementation, and optimization of the distribution strategy for our beverage portfolio. The role will focus on strengthening distribution efficiency, expanding outlet coverage, and driving sales growth across General Trade, Wholesale, and HoReCa channels.

The successful candidate must bring hands-on FMCG manufacturing experience selling soft drinks/ beverages, with a deep understanding of distributor management, retail execution, and market expansion across Kenya and the broader East African region.

Responsibilities

• Develop and execute a robust Route to Market strategy to maximize distribution reach and market penetration. • Optimize distributor and sub-distributor networks to improve service levels, coverage, and sales productivity.
• Drive numeric and weighted distribution growth across key channels including General Trade and HoReCa.
• Strengthen in-store execution, merchandising standards, and product availability to ensure consistent brand visibility.
• Implement data-driven sales planning through Sales Force Automation (SFA) and market analytics.
• Collaborate with Sales, Marketing, and Supply Chain teams to ensure alignment on promotions, product launches, and demand planning.
• Identify and unlock new growth opportunities across urban, peri-urban, and emerging markets.

Qualifications

• Bachelor's degree in Business, Marketing, or related field; MBA is an added advantage.
• 5-8 years FMCG experience, with proven success selling beverages- soft drinks within a manufacturing environment.
• Strong experience in Route to Market strategy, distributor management, and field sales operations.
• Demonstrated track record of driving distribution growth and improving market coverage.
• Deep understanding of Kenya's FMCG soft drink/ beverage landscape, including retail channels and distributor networks.

Key competencies

• Commercial strategy and market expansion
• Strong analytical and performance management skills
• Distributor and channel management
• Sales leadership and team development
• Negotiation and stakeholder engagement