• • 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.