GENERAL TRADE MANAGER

JOB TITLE GENERAL TRADE MANAGER

NATURE OF JOB FULL TIME

INDUSTRY FMCG

SALARY KSHS.180,000

JOB LOCATION NAIROBI

DUTIES AND RESPONSIBILITIES

General Trade Sales Management

• Develop and execute General Trade sales strategies to achieve revenue, volume, distribution, and market share targets.
• Drive sales growth across wholesale, retail, and traditional trade outlets within assigned territories.
• Monitor sales performance, identify gaps, and implement corrective actions to consistently deliver targets.

Distributor Management

• Manage distributor relationships, ensuring effective stock availability, order fulfillment, territory coverage, and sales execution.
• Set distributor targets, monitor performance, and develop action plans to improve productivity and market penetration.
• Ensure distributors maintain appropriate stock levels and effectively execute company sales and trade strategies.

Team Leadership & Performance

• Lead, coach, and manage the General Trade sales team to deliver agreed sales and distribution objectives.
• Set clear KPIs and conduct regular performance reviews, field coaching, and capability development.
• Build a high-performance sales culture focused on accountability, execution, and customer growth.

Market Expansion & Distribution

• Identify opportunities to expand distribution, increase outlet penetration, and grow the company's presence across General Trade.
• Develop strategies to improve product availability, visibility, and market reach.
• Monitor competitor activities, pricing, promotions, and market trends to identify commercial opportunities.

Commercial & Customer Management

• Build strong relationships with key wholesalers, retailers, distributors, and other General Trade customers.
• Support pricing, promotions, trade terms, and commercial initiatives while maintaining healthy margins.
• Monitor sales, collections, stock movement, and trade spend to ensure profitable growth.

Reporting & Market Intelligence

• Prepare regular sales, distribution, and performance reports for management.
• Analyze sales data and market trends to identify opportunities, risks, and areas requiring intervention.
• Provide actionable market intelligence on competitors, customers, pricing, and channel developments.

KEY REQUIREMENT SKILLS AND QUALIFICATION

• Degree in Sales & Marketing, Business Administration, or a related field.
• Minimum 7 years' experience in FMCG sales, with significant experience managing General Trade operations.
• Strong experience in General Trade, distributor management, wholesale, and retail sales.
• Proven track record of achieving and exceeding sales and distribution targets.
• Strong commercial acumen with the ability to analyze sales performance and drive profitable growth.
• Demonstrated experience leading, coaching, and managing sales teams.
• Excellent negotiation, communication, relationship management, and problem-solving skills
• Strong understanding of the Kenyan FMCG market and General Trade landscape.

HOW TO APPLY

• If you meet the above qualifications, skills and experience share CV on recruitment@britesmanagement.com
• Interviews will be carried out on a rolling basis until the position is filled.
• Only the shortlisted candidates will be contacted.