Area Sales Manager-General Trade at Bridge Talent Management

We are seeking a highly motivated and strategic Area Sales Manager to oversee sales operations in the Mombasa region. The successful candidate will be responsible for driving growth, managing sales teams, and ensuring the company’s products achieve strong market penetration across general trade outlets. The ideal candidate will have deep knowledge of the Mombasa trade environment, proven experience managing field teams, and a strong record of delivering sales targets within the FMCG sector.

Key Responsibilities

Sales Leadership & Team Management

• Lead, mentor, and supervise the general trade sales team to achieve sales volume, distribution, and visibility targets.
• Develop clear performance goals and conduct regular team reviews to monitor progress and ensure that all collections are upto date
• Build a motivated and disciplined sales force capable of executing trade initiatives effective

Market Development & Territory Management​​​​​​​

• Develop and implement sales strategies tailored to the Mombasa GT market.
• Ensure optimal coverage, availability, and visibility of products in all assigned outlets.
• Identify new business opportunities and potential growth areas within the territory.
• Maintain strong relationships with key retailers, distributors, and wholesalers.

Performance Monitoring & Reporting​​​​​​​

• Track daily and monthly sales performance against set objectives.
• Prepare sales reports, forecasts, and market intelligence summaries for management review.
• Analyze competitor activities, pricing, and market trends to guide strategy adjustments.

Trade Execution & Customer Relationship Management​​​​​​​

• Oversee proper execution of promotions, merchandising, and trade marketing initiatives.
• Ensure customer satisfaction through effective issue resolution and consistent follow-up.
• Negotiate trade terms and credit limits in alignment with company policies.

Operational Excellence​​​​​​​

• Coordinate with supply chain, finance, and marketing teams to ensure seamless market operations.
• Enforce route compliance, stock management discipline, and adherence to sales processes.
• Drive continuous improvement in distribution efficiency and market service quality.

Requirements

Qualifications & Experience:

• Bachelor’s degree in Business Management, Marketing, or a related field.
• Minimum 10 years of progressive experience in sales and distribution within the FMCG industry, with at least 4 to 6 years in General Trade.
• Proven experience managing and developing field sales teams.
• Strong understanding of the Mombasa GT market and customer landscape.
• Must possess a valid driving license and own a personal vehicle (logbook in candidate’s name).
• Proficiency in Microsoft Office Suite
• Excellent analytical, presentation, and negotiation skills.
• Strong communication, leadership, and organizational abilities.