Area Sales Manager

Job Description : ASK KENYA FOR FMCG Role & Responsibilities : Sales Strategy & Target Achievement: Develop and implement sales strategies to achieve monthly, quarterly, and annual sales targets within the assigned territory. Monitor performance against targets, analyze sales data, and develop action plans to address gaps and drive growth. Ensure effective territory management, optimizing coverage and sales activities to maximize sales volume and market share. Distributor & Retailer Relationship Management: Build and maintain strong, long-term relationships with distributors, wholesalers, and retailers in the general trade sector. Ensure the availability of products at all retail touchpoints and work with distributors to maintain optimal stock levels. Drive order management, ensuring timely deliveries, stock replenishment, and product visibility at retail outlets. Conduct regular visits to distributors, wholesalers, and key retailers to ensure proper execution of sales plans and identify potential business opportunities. Sales Team Leadership & Development: Lead, mentor, and train a team of Sales Executives or Sales Representatives to improve their sales skills, product knowledge, and performance. Set individual sales targets for the team and ensure they are motivated to achieve them. Monitor team performance, conduct regular performance reviews, and provide feedback and coaching to ensure sales objectives are met. Foster a collaborative and high-performance culture within the sales team. Market Penetration & Expansion: Identify and capitalize on new business opportunities within the territory, expanding the customer base and increasing market share. Develop strategies to grow sales in underperforming areas and penetrate new markets. Ensure that the sales team effectively covers all retail outlets and target segments within the territory. Product Promotions & Campaign Execution: Plan and execute local sales promotions and marketing campaigns to drive brand awareness and boost product sales. Work closely with the marketing team to implement in-store promotions, product sampling, and discounts in alignment with the overall brand strategy. Ensure proper visibility and placement of FMCG products in retail outlets to encourage consumer purchase. Inventory & Stock Management: Monitor stock levels at distributor and retailer locations, ensuring product availability at all times. Collaborate with distributors and logistics teams to manage stock replenishment, minimize stockouts, and reduce excess inventory. Conduct regular stock audits and resolve any inventory discrepancies or issues promptly. Sales Reporting & Market Intelligence: Provide accurate and timely sales reports to senior management, outlining performance against targets, competitor activities, and market conditions. Analyze market trends, customer preferences, and competitor activities to adjust sales strategies and drive competitive advantage. Maintain records of customer feedback, sales activities, and key performance indicators (KPIs) to measure the success of sales initiatives. Customer Service & Satisfaction: Ensure high levels of customer satisfaction by addressing issues related to product delivery, quality, or complaints. Offer prompt and effective solutions to problems faced by distributors, retailers, or end customers. Provide training to retailers and distributors on product features, selling techniques, and promotional offers. Compliance & Brand Representation: Ensure that all sales and marketing activities comply with company policies, industry regulations, and ethical standards. Represent the FMCG brand positively, upholding its reputation and values in all interactions with customers and stakeholders. Monitor and enforce the proper execution of trade agreements with distributors and retailers. Competitor Analysis: Track competitor activities and product offerings, providing insights to the management team for market positioning and sales strategies. Adjust sales approaches based on competitor pricing, promotions, and distribution strategies. Preferred candidate profile Sales & Negotiation Skills: Proven ability to achieve sales targets and drive business growth in a competitive environment. Strong negotiation skills to establish favorable terms with distributors and retailers and ensure product availability at retail outlets. Ability to motivate customers and partners to make purchasing decisions and grow business relationships. Market & Product Knowledge: In-depth knowledge of the FMCG market, particularly in the general trade channel. Strong understanding of consumer behavior, demand patterns, and market trends. Knowledge of product offerings, including key differentiators and competitive advantages. Relationship Building & Customer Focus: Excellent interpersonal skills to build and maintain relationships with distributors, retailers, and customers. Ability to develop long-term partnerships with key stakeholders, ensuring customer loyalty and satisfaction. Focused on delivering excellent customer service and understanding client needs. Organizational & Time Management Skills: Strong organizational skills to effectively manage multiple tasks, accounts, and priorities. Ability to work efficiently under pressure, meet deadlines, and ensure smooth day-to-day operations across the territory. Skilled in territory planning and route optimization to ensure maximum coverage and sales potential. Communication & Presentation Skills: Strong verbal and written communication skills to effectively interact with retailers, distributors, and team members. Ability to present ideas and sales strategies clearly to customers and senior management. Comfortable with reporting and documentation to ensure accurate tracking of sales performance and activities. Educational Requirements: Bachelor's degree in Business Administration, Sales, Marketing, or a related field. Additional qualifications or certifications in sales management or FMCG-specific training are a plus. Experience: 5+ years of experience in sales, preferably in FMCG, with a focus on general trade (distributors, wholesalers, retailers). Demonstrated ability to achieve sales targets, manage a territory, and develop long-term customer relationships. Perks and benefits Net Salary in the range of $1200 - $1500 + Furnished Family Accommodation + Other Expat Benefits

---

Back