The Sales Head – Africa is responsible for leading and growing an international sports brand across Distribution, MBO (Multi-Brand Outlets), and SIS (Shop-in-Shop) channels across Africa, with a primary focus on East Africa. This is a pioneering role responsible for establishing and scaling the brand’s retail and distribution footprint across the region.
The role drives sell-in and sell-out performance, expands retail presence, builds strong partnerships with distributors and retailers, and ensures operational excellence across all partner stores. This position is suitable for a senior commercial leader with strong existing industry connections across distribution, MBO, and SIS channels within the African sports retail ecosystem.
Key Responsibilities
Distribution Channel Management
- Develop and execute the distribution strategy for Africa.
- Identify, appoint, onboard, and manage regional distributors.
- Ensure effective market coverage across African markets.
- Track distributor performance, inventory hygiene, and secondary sales.
- Conduct monthly and quarterly business reviews with distributors.
MBO (Multi-Brand Outlets) Management
- Expand presence across top national and international MBO partners.
- Negotiate margins, pricing, payment terms, and assortments with MBO accounts.
- Drive ideal assortment planning across running, football, lifestyle footwear, and accessories.
- Monitor competitor activity and recommend corrective actions.
- Drive VM execution, retail staff training, and brand visibility
SIS (Shop-in-Shop) Management
- Identify retail chains and locations suitable for SIS formats.
- Lead end-to-end SIS setup, including space negotiation, fixture installation, product mix planning, and visual merchandising.
- Monitor SIS sales performance and improve productivity.
Sales Operations & Performance
- Achieve monthly, quarterly, and annual sell-in and sell-out targets.
- Manage product launches, pricing, promotions, and stock rotation.
- Prepare sales forecasts and align with supply chain teams.
- Conduct regular market visits for execution checks and feedback.
Team Leadership & Training
- Lead and mentor sales executives, merchandisers, and SIS staff.
- Conduct regular product and sales training for distributors and retail teams.
- Develop a high-performance culture, supported by clear KPIs and structured reviews.
Business Development & Market Expansion
- Identify new retail opportunities in malls, sports hubs, and urban centres.
- Drive expansion into emerging towns and high-potential cities.
- Lead competitive strategies to increase market share.
Reporting & Data Analysis
- Prepare daily, weekly, and monthly sales and market reports.
- Analyse sell-through, stock ageing, and regional trends.
- Provide insights on best sellers, slow movers, and customer behaviour.
- Manage key accounts, distributors, and retail partners.
Minimum Qualifications & Requirements
- Bachelor’s degree in Business, Sales, Marketing, or a related field.
- Minimum 10+ years’ sales experience, preferably in sports footwear, sports apparel, accessories, or sports equipment.
- Strong knowledge of the African retail and distribution ecosystem.
- Experience handling distributors, MBOs, and SIS formats.
- Proven record of achieving sales targets.
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