General Trade Manager

Role Overview

This is a senior commercial leadership position responsible for directing all general trade activity across Nairobi’s traditional distribution network. In this role, you will spend your time balancing strategic planning with hands-on field execution, working directly with distributors, wholesalers, and field teams to expand market coverage and drive volume growth. Your decisions on trade investment, route planning, and distributor performance will have a direct impact on the company’s market share and revenue within the Kenyan FMCG sector.

Key Responsibilities

• Develop and implement the annual general trade sales plan, translating corporate revenue and market share targets into territory-level action plans.
• Set and manage distributor performance benchmarks covering stock holding, credit compliance, order accuracy, and territory coverage, conducting monthly reviews to correct underperformance.
• Design route-to-market structures that optimise outlet visitation, van deployment, and call frequencies to reduce stock-outs and improve shelf availability.
• Analyse channel productivity, territory profitability, and secondary sales data to identify gaps and implement corrective actions in real time.
• Develop trade pricing guidelines, promotional frameworks, and wholesale terms that protect margins while keeping the brand competitive.
• Lead, mentor, and evaluate territory sales managers, supervisors, and representatives through joint field visits, quarterly target setting, and structured capability development.
• Monitor competitor activity, pricing models, and channel innovations, converting market intelligence into strategic adjustments for distribution and trade investment.
• Prepare and present monthly general trade dashboards, channel performance reports, and market intelligence summaries for senior leadership.

Requirements & Qualifications

• Bachelor’s degree in Sales & Marketing, Business Administration, Commerce, or a related commercial discipline.
• Minimum 7 years of progressive FMCG sales experience, with at least 3–5 years in a senior general trade or distributor management role.
• Comprehensive knowledge of the Kenyan traditional trade landscape, including wholesaler networks, semi-wholesalers, independent stockists, and retail clusters.
• Strong record of scaling general trade revenues, managing distributor partnerships, and handling multi-million shilling trade budgets.
• Advanced proficiency in sales analytics tools, CRM platforms, ERP distribution systems, and Excel-based commercial modeling.
• Proven ability to lead large, geographically dispersed field sales teams, with excellent negotiation, conflict resolution, and stakeholder persuasion skills.

What We Offer / Why Join

This role carries strategic ownership of the revenue-generating traditional trade channel for an established consumer goods brand. You will have a clear route to executive advancement, with potential progression toward Commercial Director, Country Sales Lead, or Regional General Manager. The compensation package includes a monthly gross salary of Kshs. 180,000, reflecting the seniority and commercial scope of the position.