Coca-Cola Beverages Africa (CCBA) is one of the most recognized names in the beverage industry and a key player in the African market. As the largest Coca-Cola bottler in Africa, CCBA accounts for 40 percent of all Coca-Cola volumes on the continent. With a workforce of approximately 14,000 employees across Africa, including 7,000 in South Africa, the company continues to expand its footprint while maintaining its reputation for excellence in the non-alcoholic ready-to-drink (NARTD) segment.
The company has consistently positioned itself as a leader in providing refreshment and fostering innovation across diverse markets. The Coca-Cola brand is globally known for its strong customer engagement and retail execution, and CCBA carries forward this legacy in the African context.
To strengthen its presence in Kenya, Coca-Cola Beverages Africa is seeking to recruit a highly capable and driven individual for the position of Area Sales Manager in the North Eastern Province (NEP) region. This position is permanent and falls under the commercial sales and marketing category. The Area Sales Manager will be a key driver of growth, ensuring the achievement of both volume and revenue targets while developing and maintaining strong customer relationships through effective sales leadership.
This opportunity is ideal for an experienced sales professional who has demonstrated success in managing teams, driving growth, and creating strategic business plans within a fast-moving consumer goods (FMCG) environment. The role is integral to the continued expansion of CCBA’s market influence in Kenya.
Job Title
Area Sales Manager – NEP Region
Location
Country: Kenya
Province: Other – Non-South African Location
Town/City: NEP Region
Job Type
Permanent
Job Category
Commercial – Sales and Marketing
Reference Number
CCB250818-1
Closing Date
25 August 2025
Key Purpose Statement
The Area Sales Manager will be responsible for delivering both volume and revenue growth in all assigned channels. The position involves growing the customer base, managing sales accounts, and guiding a team of sales professionals to achieve defined business goals. The Area Sales Manager will also ensure effective trade execution, outlet development, and compliance with company standards, while monitoring competitive activities in the region and aligning strategies accordingly.
Detailed Job Description
The role of the Area Sales Manager in the NEP Region is multi-faceted and involves leading people, managing accounts, ensuring customer satisfaction, and driving business growth. The following outlines the detailed responsibilities associated with the position.
Maximizing Allocation of Resources in the Area
The Area Sales Manager will oversee the strategic allocation of resources within the assigned territory. This includes ensuring that sales staff are deployed effectively, that stock levels meet consumer demand, and that promotional materials are adequately distributed to support sales campaigns. By carefully monitoring the utilization of resources, the manager will ensure maximum productivity and cost-efficiency across the sales function.
Managing and Measuring Sales Targets
The manager will be tasked with setting daily, weekly, and monthly sales targets for the sales team. Tracking progress will form a significant part of the role, ensuring that corrective actions are taken immediately if performance falls short of expectations. This responsibility ensures that all sales activities align with broader company objectives and contribute to the achievement of long-term growth.
Coaching and Leading the Account Development Team
The Area Sales Manager will lead the Account Development Team, providing guidance, mentorship, and continuous professional development. By instilling a culture of accountability, motivation, and performance excellence, the manager will ensure that the team consistently delivers high results. Coaching efforts will include conducting regular training sessions, performance reviews, and one-on-one support for team members.
Trade and Outlet Execution
One of the most critical aspects of the position is ensuring successful trade and outlet execution. The manager will ensure that Coca-Cola products are prominently displayed, adequately stocked, and marketed effectively at all customer outlets. This involves overseeing merchandising strategies, promotional compliance, and ensuring that outlets align with the company’s standards of excellence.
Outlet Development
The Area Sales Manager will play a central role in expanding the number of active customer outlets in the NEP region. This will involve identifying new opportunities, negotiating partnerships, and fostering long-term relationships with store owners and managers. Expanding the customer base is central to driving sales growth and strengthening the company’s market presence.
Driving Sales and Market Share Growth
The role directly involves increasing both volume and revenue while ensuring sustainable growth. The Area Sales Manager will monitor sales trends, adjust strategies based on performance data, and implement innovative initiatives to expand market share. A key aspect will be staying ahead of competitors by ensuring that Coca-Cola products maintain dominance in the marketplace.
Partnership with Account Developers and Customers
The Area Sales Manager will collaborate closely with Account Developers and customers to create and execute customer-specific business plans. This includes identifying the unique needs of individual clients, tailoring promotional activities, and ensuring that business strategies align with customer goals. Building and sustaining trust-based partnerships will be essential for success in this area.
Monitoring Competitive Activities
Competition in the beverage industry is strong, and the Area Sales Manager must closely monitor competitor activities. By analyzing competitors’ strategies, pricing, promotions, and market penetration, the manager will adapt and adjust CCBA’s approaches to maintain a competitive advantage. Strategic alignment against competition is vital to securing long-term growth.
Ensuring Compliance to Quality Standards
The manager will ensure that all Coca-Cola products distributed in the NEP region meet the company’s quality standards. In addition, they will oversee the management of trade replacements, ensuring that defective or expired products are efficiently removed and replaced. Maintaining high quality not only protects the brand’s reputation but also secures customer loyalty.
Implementing Promotional Plans
The Area Sales Manager will implement promotional activities based on account-specific plans. This involves ensuring compliance with promotional guidelines, monitoring execution across outlets, and reporting any deviations or non-compliance to store owners or managers. The success of promotional campaigns depends on their consistent and proper implementation, which the manager will actively enforce.
Reporting Promotional Deviances
In the event of promotional inconsistencies or deviations, the manager will report such issues promptly to store owners or managers. This ensures corrective measures are put in place swiftly and that CCBA maintains control over brand representation in the retail space.
Executing the Picture of Success
The Area Sales Manager will ensure that Account Developers execute and implement the company’s “Picture of Success” strategy in every outlet. This initiative involves setting a clear standard for how Coca-Cola products should be displayed, marketed, and sold across the region. The manager will regularly review outlets to ensure compliance with this vision and to identify areas for improvement.
Skills, Experience, and Education
Experience
- A minimum of 5 years of previous sales experience, ideally within the FMCG industry or a similar environment.
- At least 1 year of experience managing teams, demonstrating leadership and people development skills.
Education
- A minimum of a bachelor’s degree in commerce or another business-related field.
Company Overview
Coca-Cola Beverages Africa is a leading player in the beverage industry, recognized for its scale, market leadership, and commitment to growth. The company is at the forefront of serving millions of customers with high-quality products, innovative solutions, and consistent service excellence. Its extensive presence across Africa positions CCBA as not just a bottler, but as a driver of economic growth and employment across the continent.
Application Process
Candidates who meet the outlined requirements and are interested in contributing to the growth of Coca-Cola Beverages Africa in Kenya are invited to submit their applications before the closing date.
