Regional Sales Manager – Small Scale Business

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.

Regional Sales Manager – Small Scale Business

Job Profile

• The Regional Sales Manager – Small Scale Business will provide strategic and operational leadership in driving sales growth, market penetration, profitability and sustainable business development across our client Crop Protection, Crop Nutrition and Seeds portfolio targeting small-scale farmers.

• The role holder will be responsible for developing and executing regional sales strategies, expanding distribution networks, strengthening relationships with agro-dealers, distributors, farmer groups, cooperatives and other agricultural stakeholders, while ensuring effective management and performance of the regional sales team.

• The position will play a critical role in translating the company’s commercial objectives into actionable regional business plans, identifying emerging market opportunities, strengthening product adoption and driving demand for our client agricultural solutions.

• The successful candidate will be expected to build a strong market presence, develop new business opportunities, improve customer retention, enhance sales productivity and deliver sustainable revenue and profitability growth while maintaining high standards of customer service, technical product stewardship and business ethics.

JOB SPECIFICATIONS AND REQUIREMENTS

Key Responsibilities and Accountabilities

Regional Sales Strategy and Business Growth

• Develop and implement regional sales strategies aligned with our client’s commercial objectives.

• Translate annual sales targets into monthly, quarterly and territory-specific targets.

• Drive revenue growth and market share across Crop Protection, Crop Nutrition and Seeds.

• Identify new business opportunities, emerging agricultural markets and underserved customer segments.

• Expand market penetration through agro-dealers, distributors, cooperatives and farmer groups.

• Monitor regional performance and implement corrective measures to achieve revenue, volume and profitability targets.

Sales Team Leadership and Performance Management

• Lead, supervise, coach and motivate the regional sales team.

• Set individual targets, KPIs and performance expectations.

• Conduct regular performance reviews and joint field visits.

• Identify skills gaps and coordinate relevant training and development.

• Promote accountability, teamwork and a results-driven sales culture.

• Ensure effective deployment and productivity of the sales team.

​​​​​​​Distribution Network and Agro-Dealer Development

• Develop and expand the regional distribution network.

• Identify, recruit and onboard agro-dealers, distributors and strategic partners.

• Strengthen existing channel relationships to improve product availability and sales.

• Monitor distributor performance, stock levels and sales targets.

• Address channel conflicts and monitor competitor distribution activities.

​​​​​​​Product Portfolio Management

• Drive sales and market penetration across Crop Protection, Crop Nutrition and Seeds.

• Develop product strategies based on farming systems, crop seasons and customer needs.

• Work with Product Development and Marketing Teams on product positioning and launches.

• Ensure the sales team has adequate product knowledge.

• Monitor product performance, customer feedback, stock movement and market demand.

​​​​​​​Farmer Engagement and Market Development

• Develop farmer engagement initiatives to increase product awareness and adoption.

• Build relationships with farmers, cooperatives and agricultural associations.

• Coordinate field days, demonstration plots, product trials and farmer training.

• Identify high-potential farming communities and new market opportunities.

• Work with technical teams to promote appropriate agricultural solutions.

• Drive customer loyalty, repeat purchases and measurable sales conversions.

Sales Forecasting, Budgeting and Business Planning

• Prepare regional sales budgets, forecasts and business development plans.

• Analyse historical sales, seasonal demand and market trends.

• Coordinate with Supply Chain and Warehouse Teams to ensure product availability.

• Monitor sales expenditure and budget performance.

• Identify sales gaps and implement corrective action plans.

• Provide management with regular forecasts and performance reports.

Credit Management and Collections

• Ensure compliance with approved credit policies and payment terms.

• Monitor customer accounts and ensure timely collection of receivables.

• Work with Finance and Credit Control Teams to manage overdue accounts.

• Monitor customer creditworthiness and recommend appropriate credit limits.

• Prevent unauthorized credit extensions and discounts.

• Ensure sales activities meet approved pricing and gross margin requirements.

Market Intelligence and Competitive Analysis