Area Sales Manager – NEP Region
Closing Date: 25 August 2025
Reference Number: CCB250818-1
Job Title: Area Sales Manager – NEP Region
Job Category: Commercial – Sales and Marketing
Company: Coca-Cola Beverages Africa
Job Type: Permanent
Location – Country: Kenya
Location – Province: Other – Non-South African Location
Location – Town / City: NEP Region
Coca-Cola Beverages Africa (CCBA) is the largest Coca-Cola bottler on the African continent, contributing significantly to the distribution and success of the world’s most recognized beverage brand. Accounting for 40% of all Coca-Cola volumes across Africa, CCBA has firmly positioned itself as a market leader within the non-alcoholic ready-to-drink (NARTD) sector.
Operating with a workforce of approximately 14,000 employees across Africa, including around 7,000 employees in South Africa, CCBA thrives on innovation, operational excellence, and commitment to sustainable growth. The organization continues to transform markets by ensuring high-quality beverages reach millions of consumers daily while building trusted relationships with customers, retailers, and partners.
In line with its vision to be the best Coca-Cola bottler globally, Coca-Cola Beverages Africa is currently seeking to recruit a qualified and experienced professional for the position of Area Sales Manager – NEP Region. This role is critical to ensuring the company’s sustained growth and market leadership in Kenya, particularly within the North Eastern Province region.
The position offers an opportunity for a results-oriented sales leader to join a high-performing team, drive sales excellence, manage customer relations, and oversee a team of account developers.
Key Purpose of the Role
The Area Sales Manager will be primarily responsible for delivering both volume and revenue growth across all sales channels within the NEP region. This position requires the ability to expand the customer base, manage sales operations effectively, and provide leadership to the sales team. By maximizing resource allocation, ensuring compliance with quality standards, and implementing effective trade execution strategies, the manager will play a vital role in enhancing market share and sustaining competitive advantage.
The role also entails close collaboration with account developers, store owners, and trade partners to design and implement customer-specific business plans. In addition, the manager will ensure execution of promotional strategies and provide continuous coaching and leadership to the sales force to ensure achievement of business objectives.
Detailed Job Description
1. Sales Growth and Resource Optimization
- Maximize the allocation of resources within the assigned sales territory to achieve optimal results.
- Monitor sales performance across all accounts and ensure that volume and revenue targets are consistently met.
- Implement strategies to expand coverage in underperforming areas and identify opportunities for incremental growth.
- Take corrective actions promptly when sales fall short of targets, ensuring daily tracking and performance reviews.
2. Leadership and Team Development
- Provide strong leadership to the Account Development Team by offering regular coaching, mentoring, and guidance.
- Establish clear performance standards for team members and ensure alignment with overall business objectives.
- Drive accountability through structured performance management, ensuring each account developer delivers on individual targets.
- Foster a culture of continuous learning, motivation, and professional development within the sales team.
3. Trade and Outlet Execution
- Oversee trade execution activities to ensure outlets consistently meet the company’s standards of visibility, availability, and service.
- Support outlet development initiatives by identifying potential retail points and ensuring successful integration into the distribution network.
- Guarantee adherence to the “Picture of Success” execution framework, ensuring that merchandising, product placement, and trade activities are consistently implemented by the sales team.
4. Customer Relationship Management
- Build and maintain strong, mutually beneficial relationships with key customers, retailers, and distributors.
- Partner with account developers to design and implement customer-specific business plans that align with both customer needs and company objectives.
- Work closely with store owners and managers to address promotional deviances and improve compliance.
- Provide customers with timely feedback and solutions to enhance satisfaction and loyalty.
5. Competitive Analysis and Strategy Development
- Monitor and analyze competitor activities in the region to identify risks and opportunities.
- Adjust sales and marketing strategies to counter competition and protect market share.
- Work collaboratively with marketing and commercial teams to implement innovative approaches to stay ahead of competitors.
6. Promotional Execution and Compliance
- Oversee the implementation of promotional plans in line with account plans, ensuring full compliance at the outlet level.
- Track promotional effectiveness and escalate issues where deviations occur.
- Ensure store managers and trade partners understand and support company promotions to achieve desired outcomes.
7. Quality Standards and Trade Management
- Ensure all sales operations comply with Coca-Cola Beverages Africa’s quality standards and policies.
- Manage trade replacements effectively to maintain customer satisfaction and safeguard company reputation.
- Collaborate with the quality assurance team to resolve product issues quickly and efficiently.
Skills, Experience, and Education
Experience
- Minimum of five years of proven sales experience, preferably within the FMCG industry or a related commercial environment.
- At least one year of demonstrated success in managing and leading sales teams, with a proven ability to drive performance and results.
- Experience in outlet development, trade execution, and customer relationship management.
- Practical knowledge of promotional activities, sales planning, and competitive analysis.
Education
- Minimum of a bachelor’s degree in commerce or any other business-related field.
- Additional training in sales management, leadership, or marketing will be an added advantage.
Key Competencies and Attributes
- Strong leadership skills with the ability to coach, inspire, and motivate a team.
- Excellent analytical and decision-making skills, with the capacity to take corrective actions where required.
- Ability to develop and execute strategic sales plans tailored to customer needs and market dynamics.
- Strong relationship-building skills, with the ability to engage effectively with customers, distributors, and trade partners.
- High degree of commercial acumen, with a focus on delivering revenue and volume growth.
- Strong organizational and time management skills to ensure targets are met consistently.
- Knowledge of trade marketing principles, outlet execution, and FMCG sales practices.
- Commitment to maintaining quality standards and ensuring compliance with company policies.
Impact of the Role
The Area Sales Manager in the NEP region is central to CCBA’s business objectives in Kenya. By ensuring strong market execution, coaching the sales team, and building trusted customer relationships, this role directly influences revenue growth and long-term market sustainability. The manager’s ability to respond to competition, implement promotional activities effectively, and maintain quality standards will determine the organization’s success in expanding its footprint within the region.
Conclusion
Coca-Cola Beverages Africa continues to shape the future of the non-alcoholic beverage industry in Africa through innovation, operational excellence, and customer-driven strategies. The Area Sales Manager – NEP Region will play an integral role in driving this vision forward by delivering outstanding sales performance, ensuring effective trade execution, and fostering growth through leadership and customer collaboration.
Qualified and motivated candidates are invited to apply for this opportunity to join an organization that values performance, accountability, and customer satisfaction.
