Greenforest Foods Ltd
Manufacturing
Description
The Sales Lead manages the sales function, including execution of the approved sales strategy, team
• Convene weekly sales meetings to plan and review performance, and establish a reporting policy
performance, market distribution expansion, collections and brand visibility. The role is accountable for
achieving monthly and annual sales targets, expanding outlet coverage, managing credit risk and building
a high-performing sales team.
KEY RESPONSIBILITIES:
Sales strategy & target delivery (40%)
• Own annual and monthly sales targets by value, volume, SKU and territory, and consistently
deliver at or above target
• Develop and execute the sales plan, including territory mapping, route optimisation and channel
strategy across small retail outlets, mini-markets, supermarkets and institutions
• Drive primary and secondary sales while maintaining uninterrupted stock availability at
distributor and depot level
• Set monthly targets for Customer Representatives and Merchandisers based on market potential,
and monitor daily performance through dashboards, WhatsApp and Google Sheets to enable
timely corrective action
• Rebalance the trade mix against evaluated benchmarks within 18 months
Team leadership & performance (30%)
• Recruit, train, develop and appraise Customer Representatives and Merchandisers, and build a
coaching culture supported by weekly field accompaniments
• Set and track team KPIs, including sales against target, collection rate, new outlets, coverage and
share of shelf
• Manage disciplinary matters, attrition and incentive calculations• Convene weekly sales meetings to plan and review performance, and establish a reporting policy
that ensures full reporting compliance
Distribution & market expansion (15%)
• Support market expansion by promoting opening new towns, evaluating and appointing
distributors as well as stockists nationwide against set targets.
• Manage Modern Trade accounts (Naivas, Quickmart, Carrefour and Chandarana), including
listing and shelf space negotiations, promotions, product launches and sampling
• Contribute to the development of e-commerce sales through third-party direct deliveries, and
optimise van sales operations and delivery routes
Collection, credit & risk management (10%)
• Own cash collection, enforcing collection against sales and reviewing banking slips against
reported collections ensuring zero unbanked variance
• Approve credit limits jointly with Finance as well as support effective control of samples and
returns alongside expired/damaged stock
• Follow up on accounts overdue beyond 7 days and enforce a no-credit policy for blacklisted
customers
Reporting, controls & market intel (5%)
• Submit weekly and monthly reports to CEO and Operations Director detailing sales patterns
across market segments, customer feedback, competitor activity and market updates.
• Track competitor pricing, promo, new products - submit weekly intel
• Ensure proper use of POSM, assets, tools, and control samples/returns
• Work with Finance on stock, expiry, and damage controlsREQUIREMENTS & QUALIFICATIONS:
Other Requirements
Education
• Bachelor’s degree in Sales and Marketing, Business, Commerce or a related field.
• Master’s degree and/or a professional marketing certification are an added advantage.
Experience
• At least 7 years’ experience in FMCG sales, including a minimum of 3 years in a Sales Lead or
equivalent senior sales management role.
• Proven track record in high-velocity FMCG environments in Kenya, with hands-on experience
across both General Trade and Modern Trade.
Skills and Competencies
• Team leadership: demonstrated experience managing and developing sales teams, and
successfully implementing sales strategy with a dynamic team of representatives and
merchandisers.
• Commercial and analytical acumen: advanced Microsoft Suite and Google Suite skills, with the
ability to interpret sales dashboards and make timely, data-informed decisions.
• Field execution: a results-driven, resilient and hands-on approach to market leadership, with deep
filed experience.
• Integrity and control: a high standard of integrity in cash, stock and team management.Other Requirements
• Valid driving licence and availability to travel outside Nairobi for work, including upcountry
travel, for approximately 40% of working timeStart hiring with Fuzu
Recruit better talent faster - on your own or with our support.
Explore recruitment platformJob search tips from Fuzu
Selected articles on cover letters, CV structure, and interview preparation.
