Head Of Sales And Marketing

CDL was founded in early 2003 by its current Managing Director Lucy Mmari.Within her 14 year tenure in a well established logistics company, She honed her skill in human resources management and thereafter started CDL.

Head Of Sales And Marketing

Role Summary

• The Head of Sales and Marketing will lead the organisation’s commercial strategy across its non-alcoholic beverage portfolio and target markets. The role is accountable for revenue growth, sales volumes, market share, pricing, profitability, distribution, customer relationships and overall brand performance.

• The position combines strategic sales leadership, marketing and brand management, business development, export growth and hands-on route-to-market execution. The successful candidate will manage the commercial budget, lead a multidisciplinary team and work closely with senior management and other business functions to achieve the organisation’s strategic objectives.

• The ideal candidate is a results-oriented FMCG leader with a strong understanding of consumer markets, proven experience managing national and regional sales operations, and the ability to build high-performing teams, strengthen customer relationships and deliver sustainable growth.

Key Responsibilities

Commercial Strategy and Business Growth

• Develop and implement sales and marketing strategies aligned with the organisation’s business objectives and profitability targets.

• Drive revenue, volume, market share and margin growth across the non-alcoholic beverage portfolio and target markets.

• Manage the commercial budget, pricing strategy, product mix and promotional investments to maximise returns.

• Coordinate demand forecasting with Production, Finance and Supply Chain to ensure product availability and efficient inventory management.

• Identify opportunities for portfolio expansion, product innovation, market penetration and new revenue streams.

• Monitor competitor activity, market trends, customer preferences and industry developments to inform commercial decisions.

• Evaluate commercial performance and implement corrective measures to address gaps against agreed targets.

Sales and Route-to-Market Excellence

• Lead national and regional sales teams in achieving revenue, volume, distribution and profitability targets.

• Develop effective route-to-market strategies covering distributors, wholesalers, general trade, modern trade, supermarkets, hospitality, institutional customers and other relevant channels.

• Strengthen distributor performance, sales coverage, product availability and channel productivity.

• Establish clear sales KPIs, performance dashboards and regular business reviews to drive accountability.

• Build and maintain strategic relationships with key accounts, distributors, retailers and institutional customers.

• Identify opportunities to improve sales force effectiveness, channel performance and cost efficiency.

• Develop territory and account plans to maximise market penetration and customer retention.

• Ensure effective sales forecasting, pipeline management and timely reporting of commercial results.

Export and Regional Business Development

• Develop and execute strategies to grow international sales and strengthen the organisation’s presence in existing markets.

• Identify and assess new markets, distribution opportunities and potential business partnerships.

• Recruit, manage and evaluate international distributors, importers and commercial partners against agreed targets.

• Work with Finance, Quality Assurance, Supply Chain and Logistics teams to support export pricing, documentation, product compliance and timely deliveries.

• Monitor international market developments and identify opportunities to improve competitiveness and profitability.

• Develop market-specific sales and distribution plans to support sustainable international growth.

• Represent the organisation at relevant trade exhibitions, business forums and industry events.

• Monitor export performance and recommend strategies to improve market coverage, revenue and margins.

Marketing and Brand Management

• Develop and implement brand strategies that strengthen market positioning, customer loyalty and commercial performance.

• Lead integrated marketing campaigns across traditional media, digital platforms and other relevant communication channels.

• Use consumer insights and market research to identify opportunities for brand growth and product differentiation.

• Collaborate with cross-functional teams on product development, packaging, positioning and new product launches.

• Strengthen brand visibility, relevance and competitiveness across target consumer segments.

• Ensure marketing investments deliver measurable commercial outcomes through appropriate performance indicators.

• Oversee brand performance and recommend initiatives to improve awareness, customer preference and market share.

• Ensure consistency in brand messaging and positioning across all relevant marketing channels.

Trade Marketing and Channel Development

• Develop and implement trade marketing strategies to improve distribution, in-store visibility and sales conversion.

• Design channel-specific activation programmes for general trade, modern trade, hospitality, institutional customers and other relevant channels.

• Optimise promotions, pricing structures and product offerings to meet different customer needs and improve profitability.