Title:  Sales Representative On Trade

We Go Places! How about you?

Location: Kiambu
Function: Commerce
Sub Function: Commerce - Sales - Trade Marketing
Type of Contract: Permanent
Closing Date: 04-11-2025

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 monitoring and servicing existing HORECA (Hotels, Restaurant and Top end Night Clubs) outlets while prospecting and developing new accounts with a focus on building long term customer relationships to increasing sales revenue

Main Responsibilities

Sales Revenue Growth in HORECAS

• Achieve volume and revenue targets for the assigned HORECA outlets as per operational plans 
• Achieve product availability targets for the assigned outlets through identifying and negotiating listings and targets for strategic focus brands to drive and maintain numeric distribution by brand category.
• Enhance product availability 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.
• Identify, negotiate, plan and execute activation opportunities such as promotions and tastings with customer in line with the territory sales plan.
• Come up with initiatives to accelerate Rate of Sale through activations and visiting the set number of outlets per day
• Support marketing teams in ensuring excellent execution of Horeca Activations
• Train Waiters on brand Knowledge and perfect serve of our brands, always driving a premium image
• 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
• Pro-actively manage the distributor accounts cash and credit resources of the customer to drive growth of KWAL brands in terms of volume and value
• Maintain the required customer visit hit rate; call effectiveness and minimum order quantities and/ or values in order to drive sales in volume and value
• Gather market intelligence on competition and participate in setting up and achieving strategic sales targets for the market
• Identify potential new accounts and open the accounts directly with KWAL to grow business and drive volumes
• Monitor and manage company assets such as fridges, vehicles merchandising stock and other tools of trade in line with KWAL policies and procedures to ensure optimal use
• Monitor and manage company assets such as fridges, vehicles within the KWAL policies and procedures to ensure optimal use.
• Ensure HORECAs Accounts operates within the stated credit limits.

Innovation and continuous Improvement

• Share and implement new ideas regarding sales and improving effectiveness of sales processes and sharing new learnings within the team  
• Identify business opportunities and provide suggestions to close the opportunities 
• Continually improve processes and suggest innovative products based on market feedback

Build and Maintain Relationships

• Analyse and understand needs of all customers by using route schedules to identify sales opportunities and influence orders for increased sales
• Maintain an active customer database on the Sales Force Automation Tool with quality data input 
• Manage customer accounts optimally (account status, credit committee, client resources to drive growth) 
• Report customer complaints so that action can be taken by development and marketing team
• Act as a brand ambassador for KWAL portfolio of products through in-depth knowledge of the brands and passion for what they represent

Minimum Required Qualifications, Knowledge and Experience

Academic Qualifications

• Bachelor of Commerce, Marketing, Business Administration or Related field 

Professional Qualifications

• Professional qualification in Marketing such as Certified Sales and Marketing Professional (CSMP) or Chartered Institute of Marketing (CIM) or equivalent is an added advantage.
• Must possess a clean and valid driving license.

Experience 

• At least 4 years’ experience in Sales in FMCG 

Competencies

Technical Competencies

• Good understanding of sales concepts and profitability analyses would be preferable 
• Previous sales experience with successful track record would be advantageous 
• Ability to ensure consistent supply and availability of the product to the end consumer
• Proficient in building and maintaining strong relationships with customers and partners, understanding their needs, and providing solutions that enhance satisfaction and loyalty
• Skilled in understanding and meeting customer needs through effective communication, problem-solving, and service delivery, building customer loyalty and driving repeat business
• Ability to driving own development plan and contribute to the team’s objectives
• Ability to influence at managerial level with influential decision makers
• Understanding of channel (HORECA) and specific ways of working
• Exceptional negotiation skills

Behavioural Competencies

• Ability to organise and manage tasks and resources.
• Proficient in analysing data and information to make informed decisions
• Ability to negotiate terms, agreements, and contracts with clients, partners, and vendors.
• Understand and meet customer needs.
• 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 thinking to evaluate information and make sound decisions. 
• Ability to come up with innovative ideas and approaches to improve products and processes. 
• Seek new opportunities to enhance products and services
• Make informed and timely decisions that align with the company’s strategic objectives
• Ensure all tasks are completed timeously 
• 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.