General Trade Manager at Haco Industries Kenya Limited

Role Summary

We are looking for an experienced General Trade Manager to lead nationwide general trade operations and deliver sustained business growth. This role is critical in managing distributors, driving route-to-market (RTM) optimization across the country, and ensuring flawless execution through Regional Sales Managers and third-party staffing agencies. The position carries direct supervisory responsibility over Regional Sales Managers, ensuring alignment, performance, and capability development across all regions.

Key Responsibilities

Distributor Management

• Develop and execute strategies to ensure optimal distributor performance and sustained growth.
• Monitor KPIs and enforce operating standards to maximize efficiency and profitability.
• Provide operational and strategic evaluation of distributors for timely decision making.

Route-to-Market Optimization

• Design and implement RTM strategies that improve coverage, cost efficiency, and service levels.
• Continuously review and refine RTM models to adapt to market dynamics and emerging channels.

Countrywide General Trade Oversight

• Lead execution of trade plans across all regions, ensuring alignment with company objectives.
• Drive numeric and weighted distribution gains and perfect store standards.

Supervisory & Team Leadership

• Provide direct leadership and performance management for Regional Sales Managers, including coaching, capability building, and succession planning.
• Work closely with Regional Sales Managers to achieve sales targets and market penetration.
• Coordinate with third-party staffing agencies to ensure effective deployment and compliance.

Strategic Performance & Data Insights

• Monitor sales performance, emerging market trends, and competitive landscapes utilizing advanced data-driven analytics.
• Deliver comprehensive reports and data-backed recommendations to support executive decision-making.
• Manage departmental budgets including Trade Investment (TI), sales force allocations, and merchandising resources for General Trade (GT) channels.

Qualifications & Experience

• Bachelor’s degree in business, Marketing, or related field (MBA preferred).
• Minimum 8+ years in FMCG sales, with at least 3 years in a senior trade management role.
• Proven success in distributor management and route-to-market optimization.
• Strong leadership, negotiation, and stakeholder management skills.
• Excellent analytical and problem-solving abilities.
• Ability to work collaboratively across multiple teams and regions.
• Proven experience of working with third party sales teams and SFA tool.