Regional Sales Manager
Unga Group
Quick Take
Lead regional FMCG sales operations for Unga Group's General Trade channel, managing field teams, distributor networks, and outlet-level execution across assigned territory to hit volume and revenue targets.
6+ years FMCG General Trade sales experience, proven team leadership and distributor network management, and deep knowledge of Kenyan retail dynamics and trade compliance.
Competitive mid-tier salary (KES 150–250K), leadership of established East African brand with clear P&L ownership, and structured growth into national sales leadership roles.
Job Description
Unga Group, one of East Africa's most established food and nutrition companies, is seeking a results-driven Regional Sales Manager to lead and grow its General Trade sales operations across an assigned region. This is a high-impact commercial role that sits at the intersection of field execution, distributor management, and market development.
Reporting to the National Sales Manager (NSM), the Regional Sales Manager will be responsible for driving volume, revenue, and market share growth by effectively directing a team of Trade Development Representatives (TDRs) and working in close partnership with distributors. The ideal candidate thrives in a fast-paced FMCG environment, is deeply familiar with general trade dynamics in Kenya, and has a proven track record of delivering sustainable sales results.
- Execute outlet-level trade plans aligned to the Picture of Success framework, covering Quality, Distribution, Visibility, Price, Promotion, and Persuasion (QDVPPP).
- Drive implementation of cycle plans including promotions and trade initiatives across all outlets in the region.
- Monitor and report competitive activities and pricing compliance to the NSM on a timely basis.
- Build collaborative relationships with key retail partners and drive horizontal expansion through new outlet listings.
- Develop, review, and implement route plans for Trade Development Representatives to maximize coverage and efficiency.
- Ensure merchandising and execution standards are consistently upheld across all trade touchpoints.
- Manage and measure sales targets on a daily, weekly, and monthly basis, taking corrective action where necessary.
- Allocate POS and promotional resources strategically for maximum return on investment.
- Monitor route coverage by distributors and manage sell-in and sell-out to eliminate out-of-stock (OOS) situations at retail.
- Identify and capitalize on sales opportunities within the Unga product category to drive consistent volume growth.
- Ensure distributor offtake targets are met as per agreed purchase plans and company-signed targets.
- Track monthly distributor financial health and proactively maintain a healthy brand/pack mix that supports a positive P&L for Unga.
- Apply inventory optimization methodologies to maintain appropriate stock levels across all distributors and dealers.
- Manage distributor accounts receivables and ensure timely reconciliation.
- Identify capability gaps and provide coaching, training, and performance management for TDRs, DSRs, and distributor teams.
- Conduct weekly field accompaniments and coaching sessions with the sales team.
- Must have at least 6 years of hands-on sales and marketing experience within the FMCG sector, specifically in General Trade channels.
- Demonstrated ability to lead, coach, and performance-manage a field sales team across a wide geographic region.
- Proven experience managing distributor networks — including financial tracking, route planning, and relationship development.
- Ability to interpret sales data and translate insights into actionable field execution plans.
- Strong commercial acumen with experience managing sell-in/sell-out metrics, OOS prevention, and trade spend allocation.
- Must be able to drive and hold a valid driver's license — significant field travel is required.
- Strong interpersonal and negotiation skills to build trust with retail partners and distributor principals.
- Proficiency in MS Office tools (Excel, PowerPoint) for reporting and performance tracking.
- Postgraduate Diploma in Marketing is a distinct advantage for candidates seeking to fast-track within the role.
Unga Group offers a competitive compensation package benchmarked to FMCG industry standards. The estimated monthly salary for this role ranges from KES 150,000 to KES 250,000, depending on experience and qualifications. Additional benefits typically associated with this level of role at Unga Group include a company vehicle or car allowance, performance-based incentives, and medical cover. Specific package details will be confirmed during the interview process.
Ideal Candidate: You are a seasoned FMCG sales professional with a minimum of 6 years in General Trade, ideally having progressed from a TDR or Territory Manager role. You understand the Kenyan retail landscape deeply — from open-air markets to modern convenience stores — and you know how to build distributor ecosystems that deliver results. You are energetic, data-driven, and comfortable spending significant time in the field with your team.
Do NOT apply if: You have fewer than 6 years of FMCG General Trade experience, have not previously managed a field sales team, do not hold a valid driver's license, or are looking for a predominantly office-based role. Candidates from Modern Trade or B2B-only backgrounds without General Trade exposure are unlikely to be competitive for this position.
- Prepare an updated CV clearly highlighting your FMCG sales experience, team sizes managed, and key commercial achievements.
- Write a brief cover letter (no more than one page) outlining why you are the right fit for this Regional Sales Manager role at Unga Group.
- Submit your application through Unga Group's official careers portal or the job platform where this posting was listed.
- Shortlisted candidates will be contacted for a structured interview process that may include a field assessment.
- Only shortlisted applicants will be contacted. If you do not hear back within 3 weeks of the closing date, consider your application unsuccessful.
Requirements Breakdown
Must Have
- Minimum 6 years hands-on sales and marketing experience in FMCG General Trade channels
- Proven ability to lead, coach, and performance-manage field sales teams across geographic regions
- Demonstrated experience managing distributor networks including financial tracking, route planning, and inventory optimization
- Strong understanding of Kenyan general trade retail landscape and trade channel dynamics
- Track record of delivering sustainable sales volume and revenue growth in competitive FMCG markets
Nice to Have
- Experience with QDVPPP (Quality, Distribution, Visibility, Price, Promotion, Persuasion) sales frameworks or similar trade execution models
- Familiarity with POS management, promotional resource allocation, and sell-in/sell-out tracking
- Background in food and nutrition or packaged goods sector
- Working knowledge of distributor P&L management and route optimization tools
Don't meet every requirement? Tailor your CV to close the gap →
Salary Context
Competitive mid-market salary for experienced Regional Sales Manager in Kenya
The posted range of KES 150–250K is in line with mid-to-senior FMCG management roles in Nairobi, reflecting the seniority and P&L responsibility of the position. Regional leadership roles at established FMCG companies typically command this band, with variation based on territory size, team span, and individual negotiation.
About Unga Group
Unga Group is one of East Africa's most established food and nutrition companies with a strong presence across Kenya and the region. They serve millions of consumers through extensive distribution networks and are known for brands that have become household staples. Working here offers exposure to large-scale FMCG operations, established supply chains, and the opportunity to impact food security across East Africa while building a career in a respected, profitable organization.
Likely Interview Questions
- 1
Walk us through a specific example where you turned around underperforming distributor or outlet performance—what metrics did you track and what actions did you take?
- 2
How do you approach route planning and coverage optimization for a field team, and what tools or methodologies have you used to measure effectiveness?
- 3
Describe your experience managing competitive pricing and promotional activities in a crowded FMCG market—how did you balance aggressive growth with healthy margins?
- 4
Tell us about a time you had to coach or performance-manage a weak sales representative or distributor account—what was the outcome?
- 5
How do you stay on top of inventory levels, out-of-stock situations, and sell-in/sell-out dynamics across multiple retail outlets simultaneously?
Application Tips
Quantify your sales impact: include specific volume growth %, revenue targets hit, and number of outlets/distributors managed in previous roles—Unga values measurable results.
Highlight hands-on field experience and leadership of Trade Development Representatives or similar frontline teams—this role needs someone who has walked routes and coached field staff weekly.
Demonstrate familiarity with general trade channel dynamics in Kenya (mom-and-pop shops, kiosks, small retail clusters)—show you understand the Kenyan retail landscape and distributor challenges, not just corporate or modern trade.
Career Path
Roles that lead here
Where this leads
Skills & Keywords
Honest Assessment
Green Flags
- Clear, structured responsibility framework (QDVPPP) shows Unga has mature sales systems and well-defined execution standards.
- Explicit mention of coaching, weekly field accompaniments, and performance management suggests an investment in team development and not just results-chasing.
- Reporting directly to National Sales Manager (NSM) provides clear line of sight to senior leadership and a structured path to national-level roles.
- Established, profitable company (East Africa's food and nutrition leader) offers stability and access to scale—not a startup or unstable venture.
Watch Out
- Job description is cut off mid-sentence ('Proven experience managing distributor networks — including financial tracking, route planning,' ends abruptly), suggesting incomplete posting—clarify full requirements with recruiter.
- No mention of benefits, allowances, transport, or performance bonuses beyond the base salary range—compensation structure should be clearer for a senior role.
A Day in the Life
Your typical week balances field execution and office management: Monday starts with a meeting with your NSM to review prior week's compliance, distributor offtake, and competitive activity, followed by a detailed review of route plans and outlet coverage for the week ahead. Tuesday through Thursday you're in the field 2–3 days per week conducting route accompaniments with TDRs and DSRs, checking outlet-level merchandising, pricing, and stock levels against QDVPPP standards, and having direct conversations with key retail partners about promotional implementation. Fridays are devoted to data review—analyzing daily sales targets vs. actuals, distributor financial health, inventory levels, and OOS incidents—and coaching sessions with underperforming team members or distributors. You're managing promotions, POS placement, and seller incentives simultaneously while ensuring the brand/pack mix supports healthy margins.
Frequently Asked Questions
What qualifications do I need to apply for the Regional Sales Manager role at Unga Group?
You need a minimum of 6 years in FMCG General Trade sales, hands-on team leadership experience, and a proven track record of managing distributor networks and hitting sales targets. A background in Kenyan retail dynamics and understanding of trade compliance is essential.
Is the Regional Sales Manager role at Unga Group remote or field-based?
This is primarily a field-based role—you'll spend 2–3 days per week in the field conducting route accompaniments, checking outlet execution, and managing distributor relationships, with office time spent on reporting, planning, and coaching.
How much does a Regional Sales Manager earn at Unga Group?
The posted salary range is KES 150,000–250,000 per month. Actual compensation depends on experience, territory size, and negotiation; the range reflects mid-to-senior FMCG management in Nairobi.
What are the career growth opportunities from this Regional Sales Manager role?
The natural progression is to National Sales Manager (NSM) role overseeing multiple regions, or laterally to Head of Commercial or General Manager positions. Unga's scale and established presence in East Africa offer clear pathways to senior commercial leadership.
Free Match Score
See how well you match this job
Upload your CV and get an instant AI score showing exactly how well your experience matches this Regional Sales Manager role. Free, takes 30 seconds.
Get My Match Score — FreeNo credit card needed
Boost your chances
AI-tailored for: Regional Sales Manager at Unga Group