About Us

East African Breweries PLC (EABL) is East Africa’s leading branded alcohol beverage business with an outstanding collection of brands that range from beer, spirits and adult non-alcoholic drinks (ANADs), reaffirming our standing as a total adult beverage (TAB) company.

EABL has extensive operations in Kenya, Uganda and Tanzania with breweries, distilleries, support industries and a distribution network across the region. It also runs a growing export operations business within and outside of the wider Eastern Africa region. The group’s diversity is an important factor in delivering the highest quality brands to East African consumers and long-term value to East African investors.

EABL operates within a multi-cultural, multinational, multi-currency environment, dealing with various regulatory, tax and compliance requirements

EABL is a Public Listed Company (Plc) listed on the Securities/Stock Exchange in Kenya, Uganda and Tanzania.

Functions:

Sales is where our brands meet the real world.

This team builds the relationships that bring our products to life, partnering closely with customers across markets, channels and occasions to make sure our brands are part of moments that matter everywhere.

It’s a dynamic, people-focused environment where curiosity, commercial thinking and strong relationships make the difference. You’ll have the opportunity to grow your network, develop your skills and see the direct impact of your work every day.

About the role:

Sales force effectiveness refers to our ability as sales people to grow our business and brand penetration by extending our route to consumer, selling the right brands, in the right outlets at the right time and doing so in the most efficient way.

Distribution - The outlets brand assortment should be aligned to your market execution standards and outlet segmentation, to ensure we have the right brands in the right outlets

Sales - You are given sales targets at the beginning of each financial year, and these will be broken down into monthly or quarterly targets. They may be volume or value based, measured in whole numbers or as a percentage, or year on year.

Effectiveness – This is measuring the calls you make on a given day against a pre-set plan for your sales territory, a journey planning adherence of 100% means that you are operating in a most efficient and effective way

Call rate – This is the metric of how many customer calls should be made in a day. The number of calls per day will be set by the market and by role

Strike rate – The percentage of productive calls made vs. total plan calls. A call is considered productive when all sales objectives have been achieved

Execution Standards – Ensuring the right sales drivers like QDVPPP, MPA, MAS are executed in outlet that will enable business to grow.

VSM Training and Development includes on boarding, training and development of AD VSM’s to achieve Sales Force Effectiveness that will guarantee best practices for maximum achievement. This will include;

• Training them on best VSM operating standards – VSM DWWS, calls, JP adherence, strike rate and Outlet Coverage.
• Daily/weekly/Monthly Target allocation
• Route development
• Conducting gate meeting
• Standard reporting

Account Development refers to joint activities that are done between Top outlets and SBL to increase sale and market share. These may include;

• Outlet execution for certain sales drivers to pull consumer towards certain brands/category i.e., Outlet visibility, price initiatives, consumer offers/promotions etc.
• Innovation drive to push for innovation brand

Area Distributor Territory Management – this is management of Area Distributor outlet database, route development and allocation, recruiting new outlets, average volume per outlet, market share data and called on database. It may also include other general information on number of stockiest, competitor information on distributors and staff, income and consumer spending, outlet type and segments etc.

Asset Management and Movement– Includes allocation, movement and management of all company assets in your area. ASE is also responsible for the proper use of company assets to ensure maximum return on investment for those assets. He/she will be expected to have a copy of asset register in his/her area including coolers/chillers, chairs and tables, POS materials etc.

Represent SBL in the territory and build great business relations with the top customers

Ensure proper implementation of BTL activities, Consumer promotions and Trade promotions,

Solve the field related daily problems,

Communicate sales and field related issues to the HQ,

Perform daily reporting and make sure SBL code of conduct, policy and procedures are applied seamlessly.

Supervise and monitor DMS Usage at 100%

Experience / skills required:

Working with us

Flexibility is key to our success. Talk to us about what flexibility means to you, so that you’re supported to manage your wellbeing and balance your priorities from day one.

We recognise and value performance, offering our people a highly competitive Rewards and Benefits package including:

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible.

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team.

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more.

Ready to bring your best? This could be your opportunity.

• The outlets brand assortment should be aligned to your market execution standards and outlet segmentation, to ensure we have the right brands in the right outlets
• You are given sales targets at the beginning of each financial year, and these will be broken down into monthly or quarterly targets. They may be volume or value based, measured in whole numbers or as a percentage, or year on year.
• This is measuring the calls you make on a given day against a pre-set plan for your sales territory, a journey planning adherence of 100% means that you are operating in a most efficient and effective way
• This is the metric of how many customer calls should be made in a day. The number of calls per day will be set by the market and by role
• The percentage of productive calls made vs. total plan calls. A call is considered productive when all sales objectives have been achieved
• Ensuring the right sales drivers like QDVPPP, MPA, MAS are executed in outlet that will enable business to grow.
• Training them on best VSM operating standards – VSM DWWS, calls, JP adherence, strike rate and Outlet Coverage.
• Daily/weekly/Monthly Target allocation
• Route development
• Conducting gate meeting
• Standard reporting
• Outlet execution for certain sales drivers to pull consumer towards certain brands/category i.e., Outlet visibility, price initiatives, consumer offers/promotions etc.
• Innovation drive to push for innovation brand
• Management of Area Distributor outlet database, route development and allocation, recruiting new outlets, average volume per outlet, market share data and called on database. It may also include other general information on number of stockiest, competitor information on distributors and staff, income and consumer spending, outlet type and segments etc.
• Allocation, movement and management of all company assets in your area. ASE is also responsible for the proper use of company assets to ensure maximum return on investment for those assets. He/she will be expected to have a copy of asset register in his/her area including coolers/chillers, chairs and tables, POS materials etc.
• Represent SBL in the territory and build great business relations with the top customers
• Ensure proper implementation of BTL activities, Consumer promotions and Trade promotions,
• Solve the field related daily problems,
• Communicate sales and field related issues to the HQ,
• Perform daily reporting and make sure SBL code of conduct, policy and procedures are applied seamlessly.
• Supervise and monitor DMS Usage at 100%

• Commercial thinking
• Strong relationships
• Curiosity
• Sales force effectiveness
• Distribution management
• Sales target achievement
• Journey planning adherence
• Call rate management
• Strike rate optimization
• Execution standards implementation
• Training and development
• Account development
• Area distributor territory management
• Asset management
• BTL activities implementation
• Consumer promotions implementation
• Trade promotions implementation
• Problem-solving
• Reporting
• DMS usage supervision

• Experience in sales and distribution
• Understanding of sales force effectiveness metrics
• Ability to manage distributor relationships
• Knowledge of outlet segmentation and execution standards
• Familiarity with BTL, consumer, and trade promotions
• Proficiency in reporting and data analysis
• Understanding of asset management principles
• Ability to train and develop sales teams
• Knowledge of SBL code of conduct, policy, and procedures