National Retail Sales Manager at CDL Human Resource

KEY DUTIES & RESPONSIBILITIES

• Route to Market & Distribution Optimization
• Develop and implement national retail sales strategies and execution plans aligned with business goals.
• Design and optimize route-to-market strategies to enhance direct distribution efficiency and coverage.
• Manage and grow retail sales channels, including independent and chain pharmacies, chemists, wholesalers, sub-distributors, supermarkets, and general retail outlets.
• Evaluate and improve distribution infrastructure and parameters to ensure product availability in key retail channels.
• Commercial Strategy & Business Planning
• Actively contribute to the annual strategic business planning and quarterly commercial reviews.
• Conduct yearly market and competitive landscape assessments to align strategic direction.
• Benchmark performance and commercial activities against industry best practices
• Annual budget planning (sales target, advertising and promotional budgets)
• Prepare budget by brand (economics trend, new products, campaign, price adjustment)
• Monitor, review and report on all marketing activities
• Determine and manage the A&P Budget
• Report on ROI and KPI
• Ensure that the marketing objectives are achieved, measured and reported
• Develop and implement strategies to protect and enhance gross profit margins.
• Drive achievement of financial KPIs and targets as outlined in the commercial financial grid.
• Support budgeting processes and ensure robust profitability tracking and reporting.
• Suppliers Management
• Coordinate with supply chain and logistics to ensure product availability and timely deliveries.
• Meet regularly with Suppliers to build effective relationships and promote the our client as a leading partner
• Respect suppliers’ regulations regarding storage, logistics, distribution, sales activities and pricing structures
• Prepare and ensure suppliers’ business reviews are prepared in a timely manner
• Liaise with suppliers for NPD, set targets or strategic plans concerning brands
• Prepare the monthly reports and attend to all queries in a timely manner
• Prepare supplier's visit (business review, trade visit & administration)
• Customer Relationship Management
• Drive customer satisfaction by ensuring high service levels and timely delivery to institutions.
• Define, track, and improve the Net Promoter Score (NPS) as a core customer satisfaction metric.
• Implement service excellence and customer-first principles throughout the team.
• Handle customer complaints effectively in a timely manner
• Sales Forecasting
• Track and report on retail sales performance, forecasts, and KPIs.
• Apply marketing excellence techniques and build winning marketing/brand plans.
• Ensure accurate and deep understanding of customer needs, competitor positioning, and market trends.
• Drive appropriate pricing strategies and optimize product mix for target retail channels.
• Maintain a strong presence in the field and embody hands-on leadership.
• Update sales forecast and liaise with Supply Chain to efficiently manage and monitor stocks
• Follow up of proper ordering and smooth flow of stocks and optimum stock levels
• Align with calendar of activities
• Review monthly sales forecast taking into account latest trends
• Assess SFA and adjust forecast if need be
• Promo Planning
• Planning of promo: pre-workings and analysis
• Work with sales team to create and tract promotional activities
• Ensure proper implementation of promotional and trade activities
• Follow up with sales on demand plan
• Ensure deadlines are respected for submission of TPR and follow-up on implementation
• Responsible for the elaboration of the trade promotions in consultation with Commercial BU
• Stock Management
• Analyse stock report and prepare action plan for depletion by brand, skus and customer
• Lead short expiry depletion plan
• Analyse and validate impact for depletion (sales under cost, unit cost, finance by suppliers etc)
• Execute for depletion and follow up with sales team
• Share plan for execution by sales team after cross checking physical availability in warehouse
• Market Monitoring
• Identify new market opportunities and retail channels for business expansion.
• Monitor retail pricing, competitor activities, market trends, and provide timely insights for decision-making.
• Conduct market research to determine market requirements for existing and future products
• Analyse the market, product performance and launching of new products
• Data analysis and interpretation
• Research products to identify new opportunities
• Continuous observation and monitoring of competition and their activities
• Undertake market research to remain competitive in the consumer market
• Collect, analyse and make use of information of the different media channels
• Ensure market surveys and field research are carried out for new products
• NPD
• Conduct Market Analysis
• Product trials and tasting
• Prepare costing and sales forecast
• Authorisation from Authorities
• Define distribution channel
• Prepare Price List for listing
• Prepare listing documents: presentation and sales arguments
• Identify and propose new areas of development
• Reporting
• Preparation of figures and presentation
• Ensure timely sales and marketing reporting to suppliers and the Management
• Service Excellence
• Build and nurture strong customer relationships with key retail clients to maximize customer satisfaction and brand loyalty.
• Participate in the implementation of Service Excellence initiatives/ projects of the department.
• Ensure that team members are fully engaged and committed to Service Excellence and that excellent service level are maintained at all times
• Assess Service level on a continuous basis and address any matter impeding excellent service level
• Handle and/or follow up on queries and complaints promptly and ensure that appropriate corrective actions are taken in a timely manner
• Implement Service Excellence KPIs, monitor and continuously improve service level of the department
• Ensure compliance with regulatory requirements and internal policies in all retail transactions and relationships.
• Human Capital
• Support the setup and structure of a new nation retail sales commercial team.
• Lead, coach, and develop a high-performance retail sales team (regional and area sales managers, sales reps) to achieve sales targets with a strong culture of engagement and empowerment.
• Implement people processes, including performance management, succession planning, and talent development.
• Provide product knowledge training to internal and external stakeholders
• Ensure positive and effective communication with subordinates and staff through the governance framework
• Ensure that Human Capital initiatives including but not limited to Leadership, Succession Plan and ‘Great Place to Work’ are properly and successfully deployed within the department
• Identify competency gaps, manage learning and development plans and provide opportunities to team members to learn and grow
• Identify areas of improvement with respect to discipline, code of conduct, team members’ engagement and address & resolve conflicts & issues
• Ensure that all health and safety provisions and measures are properly adhered and complied with at all times
• Ensure that the department comply with established policies and procedures, company’s standard practices as well as legal provisions as per prevailing legislation

Qualifications, Skills and other prerequisites

Qualifications

• Bachelor’s degree in Sales & Marketing, Business Administration, Pharmacy, or related field.
• MBA is an added advantage

Experience

• At least 10 years’ experience in all aspects of developing and managing marketing and sales strategies, with at least 5 years in a senior national retail or trade sales management role in the pharmaceutical, FMCG, or healthcare industry.
• Strong knowledge of the pharmaceutical retail landscape in Kenya.