Sales Executive at East African Breweries PLC (EABL)

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.

Purpose of Role

The Sales Executive will manage an assigned geographical area which may include towns/villages and several distributor territories in terms of achieving the primary and secondary sales targets/ distribution and other Key Performance Indicators. Lead and empower Area Distributors, VSM’s and their staff in their assigned area to achieve the planned volume, market share, NSV and NR targets

Leadership Responsibilities And Decision Making Rights

Work with the commercial teams to ensure their dedication and engagement in the plans, in order to deliver flawless execution. Close working relationship with SBL marketing, supply and finance.

Top 3-5 Accountabilities

Mentor & Accompaniment of VSM’s - SE are responsible for mentoring as part of Diageo’s toolkit.

Area Distributor Primary and Secondary Sales Performance Management SE is responsible for Secondary sales management through stockiest and retail. They will be working with Distributor manager to drive primary sales plan that was agreed with Distributor. Responsible for management and execution in Top 10-15 outlets including stockiest. They order and passes them to VSM or distributor and ensures delivery. Adhere to own journey plan of stockiest, top outlets.

From time to time SE will be representing Distribution Manager to connect with Distributor. On secondary sales, SE have two fronts; presenting with Distributor on secondary sales initiatives, training and driving of VSMs on sales Force effectiveness targets. Secondary sales initiatives includes but not limited to agreeing secondary sales initiatives with Customer Marketing and managing those secondary sales initiatives. Some of the secondary sales initiatives include 3-wheeler project, stockiest incentive etc.

New Distribution point Appointment - Identification of potential areas for new distributors and stockiest. This is to facilitate effective and efficient stock movement to achieve primary and secondary sales target for their area. It also includes understanding and owning KYC process for recruitment of new business partners.

Account Development: they will be responsible for 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
• Price compliance and availability
• POS and visibility; cooler execution
• Listing of new sku’s and new brands
• Drive sales and advise distributor of empties, OOS etc.
• Collect competitive intelligence
• Execute nationally coordinated activations in outlet
  

Distributor Health and Profitability – They are responsible for growing their distributor by being a logistic provider to a strategic partner with SBL. Measures shall be distributor operation are improving in quality in terms of ordering, receiving and distribution of stock, efficient in secondary distribution in terms of trucks, routes and staff capability, and automation of distributor operations. He will be working with Distributor Manager to make sure the distributor remain profitable throughout. He will also make sure SBL operates in an efficient way with distributor on making sure our investments with distributor have a healthy return on investment. They will be responsible on highlighting red flags whenever distributor operations and performance are jeopardizing SBL objectives.

Qualifications

Qualifications and experience required

• Must have at least college graduate (Diploma and above) 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 Serengeti Breweries ltd branded clothing,
• 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
  

Diversity Statement

Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.

We embrace diversity in the broadest possible sense. This means that you’ll be welcomed and celebrated for who you are just by being you. You’ll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, social class, educational backgrounds, experiences, mindsets, and more.

Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.

Feel inspired? Then this may be the opportunity for you.

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.

Worker Type

Fixed Term Contract (Fixed Term)

Primary Location:

Tanga

Additional Locations :

Job Posting Start Date

2026-07-03