East African Breweries PLC (EABL) is the region’s leading branded alcohol beverage business with a portfolio that spans beer, spirits, and adult non-alcoholic drinks (ANADs). As a total adult beverage company, EABL is known for its iconic brands, strong market presence, and commitment to excellence. Its influence extends across East Africa through multiple business units and a customer reach that connects with millions of consumers annually.
The company’s sales function plays a vital role in this success, connecting consumers to beloved brands and developing new markets. Through innovation, strategic partnerships, and a deep understanding of consumer behavior, EABL continues to deliver significant volume growth, market expansion, and customer engagement.
The Business Development Manager, Reserve Outlets role sits within the Demand Sales business and is central to advancing EABL’s premiumization strategy, ensuring operational excellence in strategic retail outlets and distributor partnerships.
Organisational Context and Scope
EABL operates in a multi-cultural, multinational, and multi-currency environment. Its operations are structured into four main business units: Kenya Breweries Limited (KBL), East African Maltings Limited (EAML), Uganda Breweries Limited (UBL), and Serengeti Breweries Limited (SBL). Within KBL, the Supply function handles production, while the Demand function focuses on marketing and sales.
The Business Development Manager will be responsible for driving sales and brand growth within premium and luxury outlet segments. This includes collaboration with internal teams such as Area Business Development Managers, Reserve Account Managers, Key Strategic Outlet managers, Commercial Performance Managers, Divisional Sales Managers, and Brand Protection teams.
Given Kenya’s dominant position in the alcohol market—with KBL holding a 96% volume share in beer and 69% in spirits—the role requires proactive strategies to navigate competitive pressures, evolving legislation, changing consumer preferences, and growing sophistication in trade channels.
Financial and Market Dimensions
This position entails direct responsibility for managing sales teams and tools to ensure a healthy return on EABL’s investment through volume growth and net sales value (NSV) gains. The competitive environment, coupled with shifting economic conditions, requires a forward-thinking and agile approach to market development.
Purpose of the Role
The role exists to ensure that divisional strategic accounts benefit from strong partnerships, efficient operational routines, and adherence to the Diageo Way of World-Class Selling. It also involves ensuring business processes and practices align with the company’s Code of Business Conduct while driving market share growth and long-term value creation.
Detailed Job Description
The Business Development Manager, Reserve Outlets, will be responsible for the following key functions:
- Opportunity Identification
- Identify new prospects across multiple channels, including on-trade, off-trade, and e-commerce.
- Develop strategies that capitalize on emerging trends, consumer demands, and competitor gaps in the premium beverage market.
- Strategic and Competitive Planning
- Develop and implement innovative strategies to outsmart and outperform competition.
- Ensure strategic plans align with the broader business goals and market trends.
- Execution of Activation Plans
- Oversee the rollout of cycle plans and activation initiatives, guiding Premium Trade Executives for flawless execution.
- Ensure brand experiences are consistent, impactful, and aligned with premium positioning.
- Trade Development
- Strengthen relationships with existing accounts while developing new ones.
- Provide tailored solutions to meet diverse consumer and retailer needs.
- Channel Insight and Trend Alignment
- Maintain an in-depth understanding of the premium drinks channel.
- Adapt strategies to reflect current market trends, evolving shopper behavior, and competitive movements.
- Financial Management
- Ensure all initiatives meet financial requirements and deliver a healthy return on investment.
- Monitor sales performance against targets and recommend corrective actions when necessary.
- Cross-Functional Engagement
- Collaborate with Brand Marketing, Customer Marketing, Reserve Team, Finance, and other internal functions.
- Align trade strategies with marketing campaigns and overall brand objectives.
- Project Management
- Develop and manage Joined-Up Customer Plans (JUCPs) between Diageo and key customers.
- Ensure these plans deliver value to all parties—Diageo, customers, and consumers.
- People Management
- Lead, coach, and develop a team of Reserve Account Managers and Premium Trade Executives.
- Create an environment that supports high performance, skill development, and career progression.
- Brand Advocacy and Premium Agenda
- Promote premium and luxury portfolio growth across cross-functional teams.
- Champion brand-building initiatives that position EABL’s portfolio as the leading choice in the premium drinks sector.
- Market and Competitor Monitoring
- Monitor consumer trends, competitor activities, and market changes.
- Adjust strategies to maintain competitive advantage and ensure market leadership.
Qualifications and Experience Required
- A degree in a business-related field or equivalent qualification.
- At least 2 years of experience in analytics or a sales role.
- Strong attention to detail and the ability to follow defined business processes.
- Skilled in managing and monitoring data quality.
- Excellent interpersonal and influencing skills.
Working Environment and Culture
Flexibility is a key part of EABL’s working culture. The company encourages open discussions on work arrangements to support employee wellbeing and balance personal priorities.
EABL values diversity and inclusion, creating an environment where individuals are welcomed for who they are and their contributions are celebrated. The company is committed to gender equality, ethnic diversity, and creating opportunities for people from various social, educational, and professional backgrounds.
The company’s purpose is to celebrate life, every day, everywhere, by building inclusive teams that reflect its consumers and communities.
Additional Information
- Worker Type: Regular
- Primary Location: KBL Headquarters, Nairobi, Kenya
- Application Deadline: August 25, 2025
Application Process
Interested candidates who meet the requirements are encouraged to submit their applications before the stated deadline. This is an opportunity to join one of the most respected beverage companies in the region and play a pivotal role in shaping the future of its premium portfolio.
