National Sales Manager

Description

NATIONAL SALES MANAGER
Job Summary:
We are seeking a highly driven and strategic National Sales Manager – General Trade (GT) to oversee and grow our GT channel across the country. The ideal candidate will lead a team of regional and area sales managers, develop route-to-market strategies, strengthen distributor relationships, and ensure consistent delivery of sales targets. This is a critical leadership role focused on expanding our presence in traditional retail outlets and driving sustainable revenue growth.

Key Responsibilities:
Develop and implement the national GT sales strategy, ensuring alignment with overall business goals.
Lead, coach, and motivate the GT sales team (regional/area sales managers, sales reps, order bookers, merchandisers) to deliver monthly, quarterly, and annual sales targets.
Identify growth opportunities and drive numeric and weighted distribution in general trade outlets.
Manage and optimize the distributor network: recruitment, performance management, stock availability, order cycles, and credit control.
Collaborate with marketing and trade marketing to execute effective promotions, visibility drives, and in-store activities tailored to the GT channel.
Conduct market visits to monitor execution, identify challenges, and support field teams.
Ensure efficient route-to-market (RTM) models are in place and consistently optimized for better coverage and cost-effectiveness.
Monitor competitor activity and market trends to adapt strategies accordingly.
Prepare and present sales forecasts, performance reports, and insights to management.
Enforce compliance with sales policies, pricing structures, and company procedures.
Support in the rollout of systems and tools (e.g., sales automation apps, DMS) to improve field performance tracking.

Qualifications and Experience:
Bachelor’s degree in Business, Sales, Marketing, or related field. An MBA is an added advantage.
7+ years’ experience in sales, with at least 3 years in a national or senior regional role within General Trade (FMCG or similar).
Strong understanding of GT dynamics, distributor management, and retail execution.
Proven track record of meeting and exceeding sales targets.
Demonstrated leadership and team management experience.
Strong analytical, negotiation, and communication skills.
Proficiency in MS Office and sales reporting tools/CRM.
Willingness to travel extensively across the country.

Interested candidates to submit their applications to hr@dragonfly.co.ke