Kenya Breweries Limited (KBL), part of the globally renowned Diageo group, invites passionate, results-oriented, and commercially savvy professionals to apply for the role of Business Development Manager – Key Strategic Outlets. This is a high-impact opportunity for individuals seeking to influence commercial growth, lead transformative customer engagements, and contribute to the dynamic beverage industry in the Coast Region of Kenya.
Diageo, the parent company of KBL, is the world’s leading premium drinks business, with a portfolio that includes iconic brands such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray, and Guinness. The company’s purpose—Celebrating life, every day, everywhere—is the guiding principle behind every strategy, initiative, and cultural shift across its global footprint. KBL embodies this purpose with bold ambitions to grow its Net Sales Value (NSV) to over USD 1 billion through innovation, market penetration, and excellence in execution.
This role aligns with Project Fahari, Diageo’s strategic blueprint to elevate the spirits category by tripling market penetration, quintupling NSV, and achieving 35% numeric distribution by the 2030 financial year. The successful candidate will play a key role in making this vision a reality by overseeing key strategic outlets in the Coast Region.
Position Overview
- Job Title: Business Development Manager – Key Strategic Outlets
- Location: Coast Region, Kenya
- Reports To: DSM Coast
- Function: Commercial / Sales
- Employment Type: Full-time (Regular Worker Type)
- Primary Workstation: KBL
- Job Requisition ID: JR1114717
- Job Posting Start Date: June 27, 2025
- Application Deadline: July 30, 2025
Purpose of the Role
The Business Development Manager – Key Strategic Outlets (KSO) will lead field-based business development efforts focused on premium and luxury accounts including supermarkets, convenience stores, hotels, member clubs, high-energy bars, and similar segments across the Coast Region.
This role demands a high degree of customer orientation, strategic planning, commercial execution, and leadership. The incumbent will be expected to develop and nurture long-term partnerships, drive flawless execution of brand plans, and mentor internal and third-party sales teams to Diageo’s gold commercial standards.
Key Responsibilities
1. Strategic Planning & Execution
- Formulate and implement tailored Joint Business Plans (JBPs) with strategic customers in premium and luxury outlet segments.
- Lead the Key Accounts Management (KAM) framework with designated distributors, ensuring optimal value extraction across the route-to-market (RTM) chain.
- Monitor emerging consumer and trade trends, and translate them into innovative, actionable, and scalable activations to boost brand affinity and drive sales.
- Define and implement best-in-class execution standards in line with Diageo’s 365 Essentials, guaranteeing consistency across trade touchpoints.
2. Customer & Market Understanding
- Conduct granular outlet segmentation and develop data-informed territory strategies tailored to consumer profiles and outlet type.
- Utilize deep knowledge of category performance and market dynamics to engage customers with value propositions backed by persuasive selling narratives.
- Establish and maintain robust, trust-based relationships with strategic partners to foster mutual growth, innovation, and continuous improvement.
3. Performance Management
- Monitor and deliver against core performance KPIs including volume growth, NSV delivery, market share expansion, numeric and weighted distribution, as well as Return on Investment (ROI).
- Ensure compliance with Annual Operating Plan (AOP) targets by optimizing promotional strategies and tactical interventions.
- Analyze customer performance using data-driven insights to inform and recalibrate account strategies and investment decisions.
4. Leadership & Coaching
- Serve as a performance coach to internal field teams and third-party sales representatives, ensuring they meet and exceed Diageo’s commercial execution standards including DWWS (Distributor Winning With Sales), AID (Availability, Investment, Distribution), BOOST (Brilliant Outlet Execution), and GROW (Growth Reviews & Optimization Work).
- Promote a culture of capability development through targeted training programs, trade accompaniments, and performance evaluations.
5. Governance & Compliance
- Enforce strict adherence to Diageo’s global compliance standards, including but not limited to health and safety regulations, ethical business conduct, anti-bribery frameworks, and local trade laws.
- Ensure that all customer-facing engagements and execution activities uphold the company’s commitment to responsible marketing and social accountability.
Qualifications and Experience
Education
- A Bachelor’s degree in Business, Sales, Marketing, or any related field is essential.
Experience
- Minimum 3–6 years of progressive experience in business development, trade marketing, or key account management within the FMCG or alcoholic beverages sectors.
- Proven track record of delivering net sales growth (NSV), improving customer value, and building commercially viable partnerships.
- Demonstrated ability to lead cross-functional teams and influence stakeholders in matrixed, multinational environments.
- Prior experience in executing route-to-market strategies, leveraging category insights, and optimizing trade terms will be a distinct advantage.
Work Environment and Flexibility
Diageo believes that flexibility is essential for innovation, productivity, and personal well-being. The company embraces various work arrangements such as compressed workweeks, flexible hours, and remote work opportunities. The successful candidate will be supported from the first day and encouraged to discuss what flexibility means for them.
Rewards and Benefits
KBL offers a highly competitive compensation and benefits package aligned with Diageo’s global standards. This includes a performance-based rewards structure, comprehensive health insurance, travel allowances, learning and development support, and opportunities for international exposure and career progression.
As a high-performing company, Diageo recognizes and rewards results. The Business Development Manager – Key Strategic Outlets will have the opportunity to participate in a broad range of recognition programs tied to individual performance, team success, and contribution to brand impact.
Diversity and Inclusion
Diageo is deeply committed to fostering a culture of inclusion, equity, and diversity. The company celebrates life by ensuring everyone—regardless of gender, ethnicity, age, sexual orientation, physical ability, social class, or educational background—feels seen, heard, and valued.
At Diageo, you are not just accepted; you are celebrated for who you are. The successful candidate will be expected to contribute to building and sustaining an inclusive environment where every team member can thrive, innovate, and express themselves authentically.
Whether you are from a technical, sales, operations, or creative background, Diageo believes your unique perspective can help shape the future of its brands, customers, and community.
What Success Looks Like
The ideal candidate for this role will be someone who thrives in a fast-paced, results-driven environment, with the ability to navigate complexity and inspire action. Success in this role will be measured by:
- Growth in NSV and outlet coverage across the Coast Region.
- Improved executional consistency and visibility of Diageo’s premium and luxury brands.
- Creation of strong, enduring partnerships with strategic outlets and distributors.
- Uplift in team performance through coaching, mentorship, and capacity building.
- Sustained compliance with Diageo’s standards and regulatory requirements.
Conclusion
This is a golden opportunity to join one of the most admired beverage companies in the world and contribute meaningfully to its transformative journey in Kenya’s dynamic consumer market. The Business Development Manager – Key Strategic Outlets will play a critical role in shaping customer engagement strategies, influencing consumer choice, and driving market growth in one of the most vibrant regions in the country.
If you are an ambitious and passionate commercial professional with a strong command of key account management and an appetite for innovation, this role offers you the platform to make a lasting impact.
Applications for this position close on July 30, 2025.
