Area Sales Manager – Modern Trade | FMCG
AI job insight
A leading FMCG company is recruiting an Area Sales Manager to drive category, customer, distribution, and sales growth across Modern Trade retail accounts. The role is based in Nairobi and offers a gross salary of Ksh. 70,000 plus applicable sales commission.
- Develop category growth strategies across assigned Modern Trade accounts
- Gross salary of Ksh. 70,000 plus applicable sales commission
- Manage sales, distribution, profitability, and commercial KPIs
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AI summary
A leading FMCG company is recruiting an Area Sales Manager to drive category, customer, distribution, and sales growth across Modern Trade retail accounts. The role is based in Nairobi and offers a gross salary of Ksh. 70,000 plus applicable sales commission.
- Develop category growth strategies across assigned Modern Trade accounts
- Gross salary of Ksh. 70,000 plus applicable sales commission
- Manage sales, distribution, profitability, and commercial KPIs
- Five years of experience and a bachelor's degree required
- Full-time schedule from 8:00 to 5:00
AI job guide
Use this guide to check salary signals, requirements, documents, application steps and safety before you apply.
AI salary guide
Source salary availableThe source lists Gross Salary: Ksh. 70,000 + Applicable Sales Commission. Confirm the final pay, benefits, contract terms and allowances directly with the employer before accepting an offer.
Can you qualify for this role?
- Required5+ years of relevant experienceThe job post includes a minimum experience signal.
- RequiredEducation or certification mentioned in the postThe captured text mentions education, a diploma, certificate, or licence.
- PreferredPractical evidence in sales, retail, internshipThe tags and summary point to skills connected with this role.
- RequiredAvailability to work in NairobiThe vacancy is associated with this location.
- UnclearComfort with the Full Time contract termsConfirm hours, duration, probation and benefits at the original source.
Documents to prepare
- Likely requiredUpdated CV
- Role specificCover letter or short employer message
- OptionalProfessional references
- Role specificAcademic or professional certificates
- VerifyID or passport only after verifying the employer
Application tips for this job
- Place your strongest Area Sales Manager – Modern Trade | FMCG evidence in the first half of your CV.
- In your cover letter or employer message, connect your experience to A AREA SALES MANAGER – MODERN TRADE and the role in Nairobi.
- Add concrete examples related to sales, retail, internship, ideally with measurable outcomes or clear responsibilities.
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Interview preparation
- What experience makes you a strong fit for this Area Sales Manager – Modern Trade | FMCG role in sales, retail?
- How have you handled responsibilities similar to those in this job post?
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- Prepare examples with clear responsibilities, tools used and measurable outcomes.
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Original source description
A
AREA SALES MANAGER – MODERN TRADE | FMCG
AFRICAN LABOUR SOLUTIONS
Management & Business Development
2 months ago
Easy apply
Nairobi
Full Time
Recruitment
Confidential
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Job summary
Develop and execute category growth strategies across assigned Modern Trade accounts and territories
Min Qualification:
Bachelors
Experience Level:
Mid level
Experience Length:
5 years
Language Requirement:
English
Work Type:
Full Time
Working Hours:
8 to 5
Applicant Location:
Kenya
Job descriptions & requirements
General Purpose
Our client, a leading FMCG company, is seeking to recruit dynamic, commercially driven, and results oriented Area Sales Managers – Modern Trade to drive sustainable category, customer, distribution, and sales growth across key Modern Trade retail chains. The successful candidates will be responsible for developing and executing category growth strategies, strengthening relationships with Modern Trade
customers, optimizing assortment and distribution, driving promotional effectiveness, and translating sales and shopper insights into measurable commercial growth.
Region
: The Mountain | Nairobi Metropolitan | Western|
Gross Salary:
Ksh. 70,000 + Applicable Sales
Commission
Duties & Responsibilities
Category & Commercial Growth
• Develop and execute category growth strategies across assigned Modern Trade accounts and territories.
• Identify opportunities across assortment, distribution, pricing, promotions, visibility, listings, and shelf productivity.
• Develop initiatives that generate incremental sales, improve category performance, and strengthen market position.
• Translate category, shopper, customer, and market insights into practical commercial initiatives.
• Develop business cases and assess the potential commercial impact of proposed initiatives.
• Monitor market trends, competitor activities, emerging opportunities, and commercial risks.
Sales & Performance Management
• Drive achievement of sales, distribution, volume, value, and profitability targets across assigned Modern Trade accounts
.
• Analyse sales performance by SKU, retailer, category, territory, and customer.
• Monitor rate of sale, SKU productivity, distribution, promotional performance, and other commercial KPIs.
• Identify performance gaps and develop corrective action plans.
• Track sales trends and provide recommendations to improve revenue and market penetration.
• Prepare and present monthly and quarterly category and business performance reviews.
Modern Trade Customer Management
• Build and maintain strong, professional relationships with key Modern Trade customers and retail chains.
• Engage customers on assortment, listings, pricing, promotions, visibility, distribution, and category development.
• Understand customer strategies, business priorities, and category requirements.
• Collaborate with retail partners to develop initiatives that deliver mutual commercial value.
• Support negotiations and customer engagements with relevant data, insights, and commercial proposals.
Category Analytics & Insights
• Analyse sales, SKU, retailer, category, shopper, and competitor data to identify growth opportunities.
• Use data and commercial insights to support decision-making and category planning.
• Monitor the effectiveness and ROI of promotions and other commercial initiatives.
• Evaluate assortment and SKU performance and recommend optimization opportunities.
• Identify underperforming products, customers, categories, and distribution points and recommend appropriate interventions.
• Track market developments and competitor activity to inform business decisions.
Retail Execution & Perfect Store
• Support implementation of category plans, Perfect Store standards, planograms, and agreed execution guidelines.
• Optimize assortment, SKU productivity, distribution, shelf presence, and visibility.
• Ensure agreed promotions and merchandising initiatives are effectively executed.
• Monitor in-store execution and identify gaps requiring corrective action.
• Collaborate with internal teams and retail partners to improve execution standards.
Cross-Functional Collaboration
• Work closely with Sales, Marketing, Trade Marketing, Supply Chain, Finance, and other relevant teams to deliver category and customer objectives.
• Lead category initiatives from idea generation through implementation, monitoring, and post implementation review.
• Drive effective stakeholder and project management across assigned initiatives.
• Ensure commercial initiatives are aligned with broader business objectives.
• Promote continuous improvement through structured action plans and governance.
Requirements & Qualifications
• Bachelor's degree in Business Administration, Marketing, Sales, Commerce, or a related field.
• MUST have a minimum of 5 years' experience in MODERN TRADE SALES.
• Proficient in Microsoft Office, particularly Excel and PowerPoint.
• Knowledge and practical experience using sales, reporting, category management, or commercial analytics tools.
• Strong understanding of FMCG sales and Modern Trade operations.
• Strong communication, negotiation, presentation, and relationship-building skills.
• Strong analytical and commercial mindset.
• Ability to work effectively in a fast-paced, target-driven environment.
• Strong stakeholder management and cross-functional collaboration skills.
How to Apply
Qualified candidates are requested to apply by sending their CV only to
quoting the Job Title & Region on the email subject “
Area Sales
Manager – Modern Trade - Region
” by September 15th 2026
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