Location: Kenya
Department: Sales & Commercial
Reporting to: Director, Commercial B2C
Industry: Satellite Pay-TV – DTH
Employment Type: Full-time
1. Role Purpose
The Head of Sales will be responsible for driving the overall sales growth, revenue, subscriber acquisition, distribution expansion and commercial performance of the company’s Direct-to-Home (DTH) satellite Pay-TV business in Kenya.
The role will develop and execute the national sales strategy across direct sales, retail, dealers, distributors, field sales, corporate partnerships and other relevant channels. The position will be accountable for achieving subscriber and revenue targets while improving customer acquisition efficiency, retention, sales productivity and distribution reach.
The ideal candidate will combine strong Pay-TV/DTH, consumer electronics or subscription-business experience with proven leadership in building and managing large-scale sales and distribution organizations in Kenya.
2. Key Responsibilities
A. Sales Strategy & Business Growth
- Develop and execute the annual and multi-year sales strategy for the DTH business in Kenya.
- Deliver subscriber acquisition, gross adds, active subscriber, revenue and market-share targets.
- Identify opportunities for geographic expansion and penetration of underserved markets.
- Develop channel strategies aligned to customer segments, pricing, product propositions and competitive dynamics.
- Establish clear sales targets, budgets, KPls and performance plans for all sales channels.
- Continuously identify new routes to market and commercial partnerships to accelerate growth.
B. Distribution & Channel Management
- Build and manage a nationwide DTH distribution network covering distributors, dealers, retailers, installers and field-sales partners.
- Expand distribution coverage across major cities, towns and rural markets.
- Develop appropriate channel margins, commissions, incentives and commercial programs.
- Establish channel-performance standards and ensure compliance with company policies.
- Improve product availability, visibility and point-of-sale execution.
- Manage channel conflicts and ensure healthy relationships between distributors, dealers and direct-sales teams.
- Develop strategic partnerships with retailers, electronics outlets, supermarkets and other relevant channels.
C. Direct & Field Sales
- Lead the field-sales organization responsible for customer acquisition and subscriber growth.
- Establish an effective territory structure and sales-force deployment model.
- Set daily, weekly and monthly sales targets and monitor achievement.
- Drive sales productivity through effective territory planning, lead management and performance tracking.
- Ensure strong execution of promotions, activations and customer acquisition campaigns.
- Build processes for lead generation, conversion, installation and activation.
D. Subscriber Acquisition & Revenue
- Own the complete commercial funnel from prospect generation through installation, activation and payment.
- Optimize customer acquisition cost (CAC) and sales conversion rates.
- Drive acquisition of new subscribers across relevant customer segments.
- Develop strategies to increase average revenue per user (ARPU), package upgrades and ancillary revenue.
- Work closely with Marketing and Product teams on pricing, promotions, packages and customer propositions.
- Identify opportunities to improve subscriber retention and reduce churn.
E. Sales Planning, Forecasting & Analytics
- Prepare monthly, quarterly and annual sales forecasts.
- Monitor sales performance against budget and business plans.
- Develop dashboards covering gross adds, net adds, active subscribers, churn, ARPU, CAC, channel productivity and revenue.
- Use sales data and market intelligence to identify performance gaps and corrective actions.
- Establish robust sales reporting and review mechanisms across regions and channels.
- Provide regular commercial updates and recommendations to senior management.
F. Team Leadership
- Recruit, develop, motivate and retain a high-performing national sales organization.
- Lead regional sales managers, area managers, channel managers, sales supervisors and field-sales teams as applicable.
- Establish clear objectives, KPIs and incentive structures.
- Create a strong performance-driven and customer-focused sales culture.
- Coach sales leaders and develop the organization’s future commercial talent.
- Ensure effective manpower planning in line with business expansion requirements.
G. Marketing & Commercial Collaboration
- Work closely with Marketing to develop effective acquisition campaigns and market activations.
- Provide customer and channel insights to Product and Marketing teams.
- Support launch of new packages, products, promotions and pricing initiatives.
- Ensure sales teams are fully trained on product propositions and competitive positioning.
H. Competitive & Market Intelligence
- Maintain a strong understanding of the Kenyan Pay-TV and broader entertainment market.
- Track competitor pricing, packages, promotions, distribution models and customer propositions.
- Monitor market trends in DTH, satellite TV, streaming/OTT and alternative entertainment platforms.
- Identify emerging threats and opportunities and recommend appropriate commercial responses.
I. Operational & Governance Responsibilities
- Ensure sales operations comply with company policies, commercial controls and applicable Kenyan regulations.
- Maintain appropriate controls around inventory, smart cards/decoders, sales collections and dealer settlements.
- Work closely with Finance, Supply Chain, Customer Service, Technical/Installation and Operations teams.
- Ensure accurate reconciliation of sales, installations, activations and revenue.
- Minimize fraud, leakage, unauthorized sales and channel-related losses.
3. Key Performance Indicators (KPIs) measures
- Gross subscriber additions
- Active subscriber base
- Revenue achievement
- Monthly recurring revenue
- ARPU growth
- Customer acquisition cost
- Churn / retention performance
- Dealer and distributor productivity
Education
• Bachelor’s degree in Business Administration, Marketing,
Sales, Economics,
Communications or a related discipline.
Experience
• Typically 10-15+ years of progressive sales and commercial experience, including at least 5 years in a senior sales leadership role.
- Proven experience managing a large-scale sales and distribution organization in Kenya.
- Experience in DTH/Pay-TV, telecom, FMCG, consumer electronics, ISP, subscription services or another high-volume consumer business is strongly preferred.
- Demonstrated experience managing distributors, dealers, retail channels and field-sales teams.
- Proven track record of delivering aggressive subscriber/revenue growth targets.
HOW TO APPLY
Send your CV and application letter to:
Deadline: 12th September 2026