CDL was founded in early 2003 by its current Managing Director Lucy Mmari.Within her 14 year tenure in a well established logistics company, She honed her skill in human resources management and thereafter started CDL.
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National Sales Manager – General Trade (Sanitary Towels Division)
The first and most critical phase of this role is to identify, recruit, and onboard a nationwide network of key wholesalers and distributors. These partners will act as the primary route-to-market, holding stock and fulfilling demand created by the field team in the last mile.
Once the wholesale/distributor network is established and stocked with volumes, the second phase involves recruiting and managing a national team of market developers ("foot soldiers"), who will list and activate last-mile outlets (dukas, kiosks, mini-marts) and generate pull orders routed through the distributor network.
Key Responsibilities:
Route-to-Market Strategy & Execution
Design and implement a robust national GTM (Go-To-Market) strategy.
Recruit and onboard wholesalers and distributors to serve as stock-holding intermediaries between the company and the GT outlets.
Distributor & Wholesaler Management
Sell volumes into newly recruited partners and ensure adequate stock is available.
Structure supply chains to enable effective order fulfillment for last-mile customers.
Field Force & Last-Mile Activation
Recruit, train, and lead a team of market developers (foot soldiers) to list and activate up to 130,000 GT retail outlets by December 2025.
Drive pull-through by generating repeat orders from retail outlets via the distributor network.
Sales Performance Management
Set clear sales and activation targets; monitor performance and coach teams for success.
Deliver detailed sales reports and market insights regularly.
Market Intelligence & Product Training
Lead product training initiatives for all sales and distribution partners.
Monitor competitor activities and adjust strategy accordingly.
Requirements
Minimum Requirements:
At least 10 years of experience in GT sales within the FMCG sector.
Proven ability to launch products through distributors and wholesalers with zero market presence.
Strong experience in last-mile activation and GT product rollout.
Must have managed a field team of 50+ people across multiple regions.
Strong data analysis, route-to-market design, and performance tracking skills.
Well-networked with key GT players, including wholesalers and distributors.
Willing and able to travel extensively nationwide.
Professional, mature, and results-oriented and good negotiation skills.
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