REGIONAL SALES MANAGER – FMCG

General Purpose

Our client, a leading player in the FMCG food manufacturing sector, is seeking to recruit a highly

experienced, results-oriented, and performance-driven Regional Sales Manager to oversee sales operations

across the Rift Valley region of Kenya. The successful candidate will be responsible for driving volume

growth, revenue generation, market share expansion, and superior trade execution while leading and

developing high-performing sales teams and distributor networks.

Location: Rift Valley Region

Duties & Responsibilities

Trade & Outlet Execution

• Ensure effective execution of outlets against Picture of Success (QDVPPP standards).
• Drive implementation of promotional activities and other trade initiatives.
• Monitor competitor activities and provide timely market intelligence to management.
• Ensure compliance with approved pricing structures.
• Maintain high merchandising and execution standards across all territories.

Outlet Development

• Build and maintain strong collaborative relationships with retail partners.
• Develop, review, and implement route plans for Trade Development Representatives (TDRs).
• Drive horizontal market expansion through new outlet acquisition and listing.
• Ensure effective route coverage and execution by field teams.

Sales & Market Share Growth

• Drive achievement of daily, weekly, and monthly sales targets.
• Allocate sales execution resources for optimal return on investment. • Monitor distributor route coverage and address market gaps.
• Manage sales orders, sell-in and sell-out activities to minimize stock-outs.
• Identify and capitalize on new sales opportunities within the assigned categories. • Deliver consistent volume and revenue growth across the region.

Distributor Management

• Ensure distributors achieve agreed purchase plans and business targets.
• Monitor distributor financial health and maintain sustainable business relationships.
• Support distributors in achieving a profitable brand and pack mix.
• Foster strong partnerships and drive adoption of best operational practices.

Inventory Optimization

• Ensure optimal stock levels are maintained across all distributor locations.
• Provide support and guidance on inventory management and stock optimization practices.

People Management

• Provide leadership, coaching, and support to Area Sales Team Leaders, TDRs, and Distributor Sales Representatives (DSRs).
• Identify capability gaps and implement development initiatives.
• Conduct induction, orientation, and ongoing training for team members.
• Manage team performance and conduct regular coaching and trade accompaniment sessions. AFRICAN LABOUR SOLUTIONS - ALS Your End-to-End HR Services Provider
• Oversee management of distributor accounts receivables.

Requirements & Qualification

• Bachelor's Degree in Sales, Marketing, Business Management, or a related field.
• Minimum of 10 years' experience in regional sales management within the FMCG food industry, specifically in Western Kenya.
• Demonstrated experience in managing distributors, sales teams, and general trade operations.
• Strong understanding of route-to-market strategies and trade execution. • Excellent leadership, negotiation, communication, and analytical skills.
• Valid Kenyan Driving Licence is mandatory.

How to Apply

Qualified candidates are requested to apply by sending their CV to

recruitment@africanlaboursolutions.co.ke quoting the Job Title & Expected Salary on the email subject

"Regional Sales Manager – Rift Valley Region"

Deadline: July 31st 2026

Only shortlisted candidates will be contacted for further steps in the recruitment process