Job Title: Area Sales Executive (L6)
Reports To: AREA SALES MANAGER
Context/Scope:
Serengeti Breweries Ltd (SBL) operates exclusively in Tanzania and is the 2nd largest beer company with a market share of 17%. SBL is a subsidiary of East Africa Breweries Ltd (EABL) – which is in turn partly owned by one of the world’s biggest alcoholic beverage companies, Diageo. The company is an integrated demand/supply business with 3 operational breweries in Dar and Mwanza, and a third one in Moshi, which is situated in the northern part of the country near the Kenyan border. SBL’s flagship brand is Premium Serengeti lager, which accounts for 85% of SBL sales volumes. The other beer brands are Tusker, Tusker Malt and Pilsner.
SBL’s 2 fully operational breweries in Dar es Salaam and Mwanza have a combined capacity of 1 m Hls. The 3rd brewery with a capacity of 0.5m Hls is in Moshi.
Market Complexity:
SBL operates in a competitive environment and in a vast geography. The main player in the beer industry is Tanzania Breweries Ltd. (TBL), a subsidiary of SABMiller, who until recently were a third party manufacturer of EABL brands Tusker, Pilsner and Guinness. As a result of the cessation of the agreement between TBL and EABL, there is heightened competitive activity in that market.
Inflation rates remain high in Tanzania (7.5% expected in F11) and average income per capita is less than 1 USD per day. The GDP growth is estimated at 6.4% and is expected to grow to 7.1% as investment, trade and tourism pick up. There is growing consumer affluence and consumerism, giving rise to greater opportunities in our product categories.
Purpose of Role:
Manage the assigned Area Distributor’s territory in terms of achieving the primary and secondary sales targets and distribution kpi’s. Lead and motivate Area Distributors, VSM’s and their other staff in his assigned territory to achieve the planned volume, share and revenue targets
Accountabilities
To lead, motivate, coach and effectively manage the Distributors Local Sales force,
Represent SBL in the territory and build great business relations with the top customers
Attainment of his/her regions volume and revenue objectives,
Achieve the availability & visibility objectives and standards in his/her territory,
Ensure proper implementation of BTL activities, Consumer promotions and Trade promotions,
Communicate sales and field related problems to the HQ,
Follow up sales and distribution KPI’s closely and take immediate corrective actions,
Actively participate in hiring and performance evaluation of the AD’s field force including distributors sales reps.
Effectively maintain VSM routes, follow-up performance,
Perform daily reporting and make sure SBL code of conduct, policy and procedures are applied seamlessly.
Qualifications and Experience Required:
EDUCATION:
Must be at least college graduate with mathematical and analytical skills, preferably business administration.
PERSONAL ATTRIBUTES:
Must be excellent in interpersonal communication, self-initiator, must be able to work with low supervision, must have an analytical mind and ambitious to reach high targets, must be able to take business related initiatives to produce positive business results. Must always be wearing clean and presentable branded clothing, must be shaved and showered every day as he is representing SBL in front of the distributors, retail customers and consumers.
SKILL SET:
Must have salesmanship skills, communication skills, presentation skills, negotiation skills, basic calculation and mobile device using skills, must be able to drive vehicles in an excellent manner and be able to lift 18 kg crates with no problem.
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