Job Title: Sales Lead
Department: Sales & Distribution
Location: Nairobi – Head Office (with 60% Field Visits)
Reports To: Operations Director and CEO
Direct Reports: 3-4 Customer Reps, 8-12 Merchandisers, 2 Van Sales Team Employment Type: Fixed term (3-year contract, renewable)
COMPANY OVERVIEW:
Greenforest Foods Limited is a leading Kenyan agro-processing company manufacturer specializing in premium natural honey, processed peanuts, peanut butter, cashew nuts, and food-grade beeswax. Founded in 2000 and incorporated in 2005, the company has established a strong supply network across East and Southern Africa. Our products are available nationwide, featuring in all key customer segments including modern trade, general trade and HORECA. As we continue to grow our footprint and scale up our market operations, we are seeking a proactive and dynamic Sales Lead to expand and deepen our market presence.
ROLE SUMMARY:
The Sales Lead manages the sales function, including execution of the approved sales strategy, team performance, market distribution expansion, collections and brand visibility. The role is accountable for achieving monthly and annual sales targets, expanding outlet coverage, managing credit risk and building a high-performing sales team.
KEY RESPONSIBILITIES:
Sales strategy & target delivery (40%)
- Own annual and monthly sales targets by value, volume, SKU and territory, and consistently deliver at or above target
- Develop and execute the sales plan, including territory mapping, route optimisation and channel strategy across small retail outlets, mini-markets, supermarkets and institutions
- Drive primary and secondary sales while maintaining uninterrupted stock availability at distributor and depot level
- Set monthly targets for Customer Representatives and Merchandisers based on market potential, and monitor daily performance through dashboards, WhatsApp and Google Sheets to enable timely corrective action
- Rebalance the trade mix against evaluated benchmarks within 18 months
Team leadership & performance (30%)
- Recruit, train, develop and appraise Customer Representatives and Merchandisers, and build a coaching culture supported by weekly field accompaniments
- Set and track team KPIs, including sales against target, collection rate, new outlets, coverage and share of shelf
- Manage disciplinary matters, attrition and incentive calculations
• Convene weekly sales meetings to plan and review performance, and establish a reporting policy that ensures full reporting compliance
Distribution & market expansion (15%)
- Support market expansion by promoting opening new towns, evaluating and appointing distributors as well as stockists nationwide against set targets.
- Manage Modern Trade accounts (Naivas, Quickmart, Carrefour and Chandarana), including listing and shelf space negotiations, promotions, product launches and sampling
- Contribute to the development of e-commerce sales through third-party direct deliveries, and optimise van sales operations and delivery routes
Collection, credit & risk management (10%)
- Own cash collection, enforcing collection against sales and reviewing banking slips against reported collections ensuring zero unbanked variance
- Approve credit limits jointly with Finance as well as support effective control of samples and returns alongside expired/damaged stock
- Follow up on accounts overdue beyond 7 days and enforce a no-credit policy for blacklisted
customers
Reporting, controls & market intel (5%)
- Submit weekly and monthly reports to CEO and Operations Director detailing sales patterns across market segments, customer feedback, competitor activity and market updates.
- Track competitor pricing, promo, new products – submit weekly intel
- Ensure proper use of POSM, assets, tools, and control samples/returns
- Work with Finance on stock, expiry, and damage controls
REQUIREMENTS & QUALIFICATIONS:
Education
- Bachelor’s degree in Sales and Marketing, Business, Commerce or a related field.
- Master’s degree and/or a professional marketing certification are an added advantage.
Experience
- At least 7 years’ experience in FMCG sales, including a minimum of 3 years in a Sales Lead or equivalent senior sales management role.
- Proven track record in high-velocity FMCG environments in Kenya, with hands-on experience across both General Trade and Modern Trade.
Skills and Competencies
- Team leadership: demonstrated experience managing and developing sales teams, and successfully implementing sales strategy with a dynamic team of representatives and merchandisers.
- Commercial and analytical acumen: advanced Microsoft Suite and Google Suite skills, with the ability to interpret sales dashboards and make timely, data-informed decisions.
- Field execution: a results-driven, resilient and hands-on approach to market leadership, with deep filed experience.
- Integrity and control: a high standard of integrity in cash, stock and team management.
Other Requirements
• Valid driving licence and availability to travel outside Nairobi for work, including upcountry travel, for approximately 40% of working time
How to Apply
Interested candidates are invited to submit their applications by sending their CV to hr@greenforest.co.ke by 1st November 2026 before 5:00pm EAT.