Sales Representative General Trade

Role Overview

You will be the face of our FMCG portfolio across the Coastal Region, working the field daily to grow product availability and sales in the general trade channel. From kiosks and mini-marts to regional wholesalers, your role is to make sure our brands are stocked, visible, and moving quickly off the shelves. By managing structured routes and building trusted relationships with independent retailers and distributors, you will directly protect market share, expand distribution, and deliver the volume growth the business relies on.

Key Responsibilities

• Execute daily beat plans and call schedules to cover all assigned general trade outlets efficiently, ensuring no high-potential store is missed.
• Present product ranges, secure orders, and coordinate with distributors so deliveries reach outlets on time and stock-outs are minimised.
• Perform routine stock counts at retail points, identify slow-moving lines, and recommend corrective actions to keep inventory healthy.
• Recruit new traditional trade accounts by assessing prospects, pitching the commercial value of the range, and converting them into active buyers.
• Negotiate shelf position and display space in priority outlets to keep our brands prominent against direct competitors.
• Install point-of-sale materials, place posters at eye level, and set up branded displays to trigger impulse purchases.
• Manage the regional introduction of new product developments by persuading stockists to take initial quantities and maintain repeat orders.
• Compile daily field reports covering visit counts, order volumes, new account openings, competitor activity, pricing changes, and consumer feedback for the area sales manager.

Requirements & Qualifications

• Diploma or bachelor’s degree in Sales, Marketing, Business Administration, or a related commercial discipline.
• At least two years of verifiable field sales experience within the FMCG sector, with a strong focus on general trade and independent retail outlets.
• Practical understanding of distributor operations, wholesaler dynamics, and open-market trading in the Kenyan coastal market.
• Knowledge of the Coastal Region’s geography, trade routes, and local buying habits to plan efficient routes and adapt selling conversations.
• Strong verbal negotiation and persuasion skills to handle diverse store owners, wholesalers, and emerging trade personalities.
• Self-discipline and resilience to manage a demanding travel-heavy schedule without direct daily supervision.
• Physical energy and willingness to work long hours on the road and in the field under varying weather conditions.
• Basic digital literacy for submitting daily sales logs and performance updates through mobile reporting tools.

What We Offer / Why Join

We provide a gross monthly salary of Kshs. 30,000–35,000 plus performance-linked commissions, giving you direct earning potential tied to the volumes you deliver. You will work with real autonomy, owning trade growth across a vibrant and commercially dense coastal territory. Proven field results open a clear route toward Area Sales Management and regional trade marketing leadership positions within the company.