Regional Commercial Manager - South at Serengeti Breweries Limited

ROLE PROFILE

Job Title: Regional Commercial Manager

Level: 4b

Reports To: National Sales Manager

Context/Scope:
Serengeti Breweries Limited is a fully integrated beverage business in Diageo Africa (supply and demand for beer, spirits and soft drinks). It is a subsidiary of East Africa Breweries Limited, the largest business unit in Diageo Africa and the largest listed Company on the NSE in Kenya.

SBL was incorporated in 1988 but commenced commercial operations in 1996 with one brewery in Dar es Salaam. The company was acquired by EABL in 2010 and has three breweries located in Dar es Salaam, Mwanza and Moshi. SBL key beer brands include Serengeti, Tusker and Senator, as well as distribution of global Diageo spirit brands.

Market Complexity:
 SBL operates in a competitive environment and in a vast geography. The main player in the beer industry is Tanzania Breweries Ltd. (TBL), a subsidiary of SABMiller, who until recently were a third party manufacturer of EABL brands Tusker, Pilsner and Guinness. As a result of the cessation of the agreement between TBL and EABL, there is heightened competitive activity in that market.

Inflation rates remain high in Tanzania (7.5% expected in F11) and average income per capita is less than 1 USD per day. The GDP growth is estimated at 6.4% and is expected to grow to 7.1% as investment, trade and tourism pick up. There is growing consumer affluence and consumerism, giving rise to greater opportunities in our product categories.
Leadership Responsibilities:

Purpose of Role:
To direct, control, motivate, lead and train the divisional sales team to achieve agreed sales, distribution, market share and performance objectives through the effective management of both Distributor and Retail sales operations.

TOP 3-5 Accountabilities

• Budget control
• Achieve volume and NSV KPIs.
• People capability development by coaching, investing time in mentoring and developing team, supporting the team through change and ensuring that the team understands and performs based the sales incentive framework.
• Develop Distributor Management Programme and Business Plans with Distributor owners / with KPIs maximizing our RTM value chain and working to drive both “Pull” within both distributors and at the retail end, assist distributor management at all levels in the day to day implementation of the plans with particular emphasis on routine coverage and key decision maker contacts of allocated distributors, vehicle loading, route coverage and daily sales analysis.

Qualifications and Experience Required: Qualifications

• A Bachelor degree in a business related field

Experience

• At least 5 years experience in a similar role, preferably in a consumer goods/manufacturing industry
• Strong track record in People Management & / or commercial roles within a consumer goods environment
• Develop and manage retail activity plans based on agreed segmentation standards and matching brands with opportunities.
• Ensure compliance with safety requirements at the work environment.

Skills Set:

• Leadership skills
• Salesmanship skills
• Communication skills
• Presentation skills
• Negotiation skills
• Analytical and computer using skills

Barriers to Success in Role (Optional):

• Inability to work under pressure
• Inability to build good interpersonal relationship with others
• Low organisational and time management skills

Regional Commercial Manager - South