Title:  On Trade (HORECA) Manager

We Go Places! How about you?

Location: Kiambu
Function: Commerce
Sub Function: Commerce - Sales - Functional Management
Type of Contract: Permanent
Closing Date: 26-06-2025

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 for driving sales volume and value targets for the assigned channel (Horeca) by implementing and executing strategies, team leadership and people management while managing marketing activities within the channel and resolve as well as well as attend to customer queries and complaints.

Main Responsibilities

Development  of HORECA Plans

• Develop and implement strategies and tactical plans for HORECA to ensure sustained business growth in the assigned customer market in line with the overall KWAL strategy of winning in premium with beer and near-beer
• Gather, interpret and utilize multiple information sources to develop customer-specific tactical plans. 
• Collaborate with marketing teams regarding strategies to develop understanding of product distribution, placement, pricing and promotional initiatives.
• Develops and negotiates joint business plans with key outlets, thereby promoting the full portfolio
• Manages BTL investment budgets for key outlets to ensure excellent availability and execution of focus brands
• Continuously evaluates channel coverage strategy, right visit frequency and formulates proposals to win in the wider HORECA landscape

Trade Development 

• Achieve set volume, value, and gross income targets on strategic focus brands. 
• Drive profitability within the assigned area, manage Opex saving and optimize resources to achieve sales targets (People, process, time, tools).
• Achieve product availability targets through identifying and negotiating listings and targets for strategic focus brands to drive and maintain numeric distribution by brand category.
• Enhance product accessibility through identifying and negotiating SOVI (Forward Share Inventory and limit Out of Stocks) and achieving cold and ambient space targets by channel and brand category.
• Promote product affordability on price by ensuring adherence to Recommended Retail Price (RPP) guidelines per strategic focus brand by channel and outlet type. 
• Promotion – Identify, negotiate, plan and execute temporary activities at the Point of Purchase that create an additional temporary impulse to buy a particular brand or product
• Identify, negotiate, plan and execute activation opportunities such as promotions and tastings with customers in line with the national sales plan.
• Persuasion – Negotiate and execute activities at the Point of Purchase related to actively or passively recommending our brand/ product.  This includes deployment of POS Materials, building relationships with outlet staff through product training, waiter branding etc
• Ensure use of SFA tool to analyse the market in terms of demand and use this information to manage metrics including calls, strike rate targets, outlet expansion, sales volume, profit, and expenses associated with selling products to the HORECA

HORECA & Distributor Management 

• Undertake forecast and purchase planning
• Ensure compliance by distributor on credit terms, stock policy and reporting as per agreed SLA’s
• Build strategic Joint Business Plans that contribute to the long-term profitable growth within the channel
• Ensure that the HORECA are fully serviced as per agreed SLAs. 
• Execute key distribution, placement, pricing and promotion initiatives within assigned accounts to achieve target sales revenue in a profitable manner.
• Recruit and serve HORECA outlets to the satisfaction of outlet owners and meet the company’s objectives.
• Manage debt within the approved credit policies
• Exceptional knowledge of premium brands and how to serve them, able to train waiters on brand knowledge

Relationship Management 

• Establish and manage winning trading relationships with the key contacts in the allocated portfolio for the overall benefit of the business. 
• Align sales functional excellence to changing market demands to the market need of the assigned portfolio to ensure sustained business operations and growth

People Management 

• 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.
• Identify skills gaps within the team and build plans to overcome them (negotiation skills, brand knowledge)
• Actively ensure the team continuous to learn, share and reapply knowledge to achieve excellent execution

Integrated Commercial Planning

• Understands and is able to articulate company commercial strategy, key objectives and their role to achieve those
• Actively contributes to the company strategy by providing insights and feedback. Translates these objectives into KPIs for individual team members
• Keeps active involvement in Cycle Briefings, working collaboratively with other functions (Trade Marketing, Marketing)

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

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

Professional Qualifications

• Must hold a professional qualification in marketing
• Must possess a clean and valid driving license.

Experience 

• At least 6 years, 2 years experience in management roles in a FMCG marketing firm, advertising agency or within any similar organisation.

Competencies

Technical Comptencies

• Skilled in maintaining and expanding relationships with key accounts.
• Capacity to complement the sales team by preparing sales materials, managing customer inquiries, and coordinating with other departments to ensure smooth sales operations.
• Skilled in managing and nurturing relationships with internal and external stakeholders, ensuring effective communication and addressing concerns to foster long-term partnerships.
• Capacity to identify opportunities to increase sales by recommending additional products or services, understanding customer needs, and presenting compelling value propositions.
• Adept at engaging in discussions with clients, suppliers, and partners to reach mutually beneficial agreements, preparing negotiation strategies, and effectively communicating to achieve desired outcomes.
• Proficient in building and maintaining strong relationships with customers and partners, understanding their needs, and providing solutions that enhance satisfaction and loyalty.
• Demonstrate expertise in creating and improving products to meet market demands, conducting market research, collaborating with cross-functional teams, and overseeing the product lifecycle.
• Skilled in planning, developing, and executing product strategies, managing the product roadmap, and ensuring products meet customer needs and business goals.
• Capable of optimizing revenue through pricing strategies, sales forecasting, and financial analysis, making data-driven decisions based on market trends.
• Proficient in managing a portfolio of products or services to maximize profitability and market share, analysing performance, and making strategic adjustments.
• Skilled in understanding and meeting customer needs through effective communication, problem-solving, and service delivery, building customer loyalty and driving repeat business.
• Exceptional negotiation skills
• Skilled in data analytics, Sales Force Automation systems and dashboard reporting

Behavioural Competencies

• Lead and motivate teams to achieve organisational goals. 
• Support the professional growth of employees through guidance and feedback. 
• Demonstrate a commitment to enhancing processes and performance. Exhibit strong ability to develop detailed and effective plans.
• Maintains a high level of organisation in managing tasks and resources.
• Proficient in analysing complex data and information to make informed decisions.
• Strong understanding of business principles and practices, including financial management, marketing, and operations.
• Ability to negotiate terms, agreements, and contracts with clients, partners, and vendors.
• Demonstrate a deep commitment to understanding and meeting customer needs.
• Exhibit strong self-awareness and empathy, effectively managing personal emotions and understanding those of others.
• Utilise analytical skills to identify issues and develop effective solutions.
• Employ logical reasoning and critical analysis to evaluate information and make sound decisions. 
• Encourage innovative ideas and approaches to improve products and processes. 
• Continuously seeks new opportunities to enhance products and services. Make informed and timely decisions that align with the company’s strategic objectives. 
• Communicate effectively with diverse audiences, ensuring clarity and understanding. 

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.