Title:  Head Of Sales.

We Go Places! How about you?

Location: Kiambu
Function: Commerce
Sub Function: Commerce - Sales - Functional Management
Type of Contract: Permanent
Closing Date: 03-04-2025

Join KWAL and be a part of something bigger, as we accelerate excellence as a proud member of the HEINEKEN global family.  While we unlock new opportunities and shape the next chapter of our journey, KWAL is embedding a high-performing, agile business driven by innovation and purpose. If you're energized by transformation and inspired to make a meaningful difference, this is your moment to lead change and grow with a business that’s going places – fast.

Job Purpose

This position is responsible to deliver the yearly revenue and operating profit objectives for the business. The role is responsible to develop the 3-year sales strategy to support the strategic growth objectives of the business.

Main Responsibilities

Sales strategy formulation and execution

• Lead in the development and implementation of sales and distribution strategies (Route to Consumer) and plans to achieve business and strategic objectives
• Develop the optimal Route to Consumer strategy to enhance the width and depth of distribution and increase market coverage, to gain market share
• Coordinate the development of annual plans are aligned to Company overall strategy putting into consideration market dynamics, customer intelligence and market analysis

Trade Development

• The development and deployment of the area/ regional Sales, Trade Marketing and Distribution blueprint 
• Ensure that all strategy plans are focused on driving sustainable volume growth, incremental profit and cost optimisation
• Implementation of the HEINEKEN Value Drivers on Availability, Quality, Affordability, Promotion Execution, Availability & Persuasion, hence driving the right PICOS Execution across all relevant channels
• Responsible to develop optimal PiCOS and channel strategy to support the business objectives

Category management

• Develop and implement a Winning Category vision, including commercial portfolio choices and resourcing per channel.

Channel Strategy

• Define and execute the optimal approach to allocate resources, tailor trade activities and drive sales across different distribution and consumption channels
• Develop the channel strategy to ensure KWAL’s products are effectively positioned, available and sold in the right outlets to meet commercial goals
• Analyse data to develop a channel segmentation
• Perform Channel Landscape Analysis leading to clear Channel Prioritization

Route to Market strategy

• Develop a 3-year route to market strategy, including a digital backbone, to support the long term business objectives
• Shape the sales organization to deliver on the long term business objectives
•  Analyse and develop distributors to support a winning commercial strategy
• Develop excellent execution plans, ensuring KWAL wins at the point of sales. Embed execution plans across the front line sales team
• As part of the RTC strategy, develop Customer TouchPoint strategy – optimizing resources and generating positive ROI

Route to market

• Collaborate with the marketing team in executing a competitive sustainable portfolio that drives growth.
• Monitor performance of KWAL against its competitors on a periodic basis and develop targeted plans for maximising revenue across the KWAL brand portfolio.
• Customer Management through JBPs supported by Business Reviews
• Oversee the planning, monitoring and control of the sales and distribution budgets and ensure departmental spending is in line with the approved budgetary allocations.
• Ensure the sales and marketing teams succeed at the Point of Sale (POS) through excellent Trade Marketing execution and relationship management.

Distributor management

• Maintain beneficial business relationships to improve KWAL’s position in the market place.
• Ensure implementation of distributor engagement programmes to grow KWAL distribution channels
• Ensure distributor contracts, with the associated service level agreement, are in place and tracked and monitored according to the performance agreements. 
• Deploy extensive programmes to upskill existing distributors to drive overall business growth

Revenue Margin Growth

• Drives the revenue margin growth agenda, together with the RMG manager
• Understand and applies RMG principles across different pillars to drive margin enhancement for the business
• Co-formulates RMG strategy for the business with focus areas and capability programs for the commercial teams

People management

• Establish systems to attract, develop, engage, and retain talented individuals and create an environment where they can realise their full potential and contribute to the attainment of departmental and organisational goals.
• Provide clear leadership and direction to the sales team.
• Identify skill gaps and training needs within the sales team and develop clear capability building programmes
• Provide opportunities for professional development and continuous learning.
• 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.

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

• Bachelor of Commerce, Business Administration or Related field. 

or 

• Master of Business Administration or Related field, will be an added advantage. 

Professional Qualifications

• A member of a relevant professional body

Experience 

• At least 8 years, 4 years experience in management role in a similar role or function
• At least 4 years’ experience in managing diverse, multi-graded teams
• Proven track record of managing international brands and gaining market share in a competitive environment
   

Competencies

Technical Competencies

• Able to execute the route to market strategies through viable integrated sales
• Ability to develop and execute comprehensive sales strategies that drive sales and market growth. 
• Skilled in identifying and pursuing new business opportunities to drive growth and revenue.
• Ability to use sales data to uncover meaningful insights and to turn data and insights into growth opportunities. 
• Proficient in conducting thorough research, collecting and analysing data to gather insights and inform decision-making
• Expertise in identifying, engaging, and managing strategic partnerships with key stakeholders, including internal teams, clients, and external partners.
• Demonstrate experience in planning, managing, and optimising budgets for sales
• Long-term planning of strategic business objectives
• Strong financial acumen to understand P&L, profitability and how to optimize margins
• Shapes organizational structures across commerce
• Ability to work in a complex, multinational environment with multiple stakeholders

Behavioural Competencies

• Ability to develop and implement long-term goals and initiatives that align with the company’s vision and objectives.
• Demonstrate exceptional leadership skills, including the ability to inspire and motivate teams, foster a positive work environment, and drive organisational performance.
• Proficient in analysing complex data and information to make informed decisions through digital tools
• 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.
• Utilise analytical skills to identify issues and develop effective solutions ensuring minimal disruption and optimal outcomes.
• Effectively communicate and effectively present sales 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.
• Ability to negotiate terms, agreements, and contracts with clients, partners, and vendors

enMinimum Required Qualifications, Knowledge and Experiencece

Kenya Wine Agencies Limited (KWAL) was incorporated in 1969 and over the years KWAL has become a leading East African beverage champion in the manufacturing, exporting and importation of a wide range of alcoholic and non-alcoholic beverages. KWAL is a HEINEKEN OpCo.