Area Business Development Manager at Serengeti Breweries Limited (SBL)

by Udahiliportal

Serengeti Breweries Limited (SBL)


Job Description :

Application deadline: January 27

About us

From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing has changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy and reward them with the career-defining opportunities that they deserve. Our ambition is to build the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people. Feel encouraged? Then this may be the opportunity for you.

Serengeti Breweries Limited (SBL) is a fully integrated beverage business in Diageo Africa (supply and demand for beer and spirits).

SBL flagship brand is Serengeti Premium Lager. Other brands in the portfolio include Serengeti Lite, Guinness, Pilsner and SIB. Headquartered in Dar es Salaam, SBL is also the distributor of several global Diageo international world-class spirits brands such as Johnnie Walker, Smirnoff, Gordon’s, Bailey’s and Captain Morgan.


The ABDM role will be critical to the overall SBL strategies in developing and driving our trade & and distribution/coverage strategy as well as operational excellence in achieving 100% distribution effectiveness and efficiency through our evolving RTC model.

The ABDM works closely with the team (SSEs, SEs, TDs, VSRs), and the RSM/ZSM as well as the Head of other Sales Departments.

Purpose of the role

To positively influence sales of SBL brands (Beer and Spirits) by regular contact, networking, and motivation of allocated distributor accounts. Ensure the SBL sales team under them is delivering an optimized brand portfolio of both beer and spirits in each outlet across the Area they are managing.

The ABDM will ensure achieving the primary and secondary sales targets/ distribution and other Key Performance Indicators. Lead and motivate Area Distributors, VSMs and their other staff in their assigned territory to achieve brilliant execution, the planned volume, coverage, market share, innovation brands penetration, rate of sale, NSV/GSV and NR targets.

Key accountabilities

People capability development through training, coaching and accompaniment (SSEs, SEs, TDs, VSRs), based on the structured call. Support Diageo Ways of World Class Selling (DWWS).
Embedding the Diageo Standards of Excellence as a way of working and adhering to the Performance Management Framework.
Developing and sustaining amazing relationships with our distributors. Owner of Distributor Health & Profitability.
Develop and drive joint strategy and plans with distributors, have direct performance and P&L responsibility for distributor businesses.
Maintain a strong focus on working with distributors to develop sales capability within their organisations.
Ensure the constant updating and implementation of fit-for-purpose trade coverage plans for the area.
Ensure that objectives in terms of availability, visibility, volume, margin, quality and RRP are achieved for the area.
Develop and implement an area operational plan in line with the overall divisional and business annual operational plan.
Adapt trade programmes developed by the Marketing Team, Customer Marketing & Brand teams to the area’s reality.
Quickly escalate and lead the response to competitive threats when necessary.
Provide guidelines to the 1st line sales Representative (SEs, SEs, TDs, VSRs), regarding all retail planograms.
Ownership of the 12-month demand planning data for the respective area
Ensure that the area team and trade partners are well-trained and aligned with SBL’s International Marketing Standards and all Corporate Guidelines
Consolidate data gathered by the area team to ensure that Operation Team and Sales Leadership Team are fully informed at all times.
Ensure that internal control procedures are followed in relation to the identification and resolution of cash and stock shortage discrepancies.
Manage cash collection issues ensuring that contracts and procedures are written and negotiated in line with company procedures and legal requirements, minimising commercial risks.
Manage budget for trade programmes for the area.
Manage the productivity & cost optimisation of the area. Produce distributor and area P&Ls plus trade spend effectiveness in the area.
Propose goals and KPIs for the programmes implemented in the area and track ongoing results.
Generate/ gather ideas from customers and consumers to enhance and customise trade programmes.

Qualifications and Experience Required:


A business-related degree or equivalent with analytical skills.


At least 5-8 years of FMCG experience with a Strong track record in people management & / or commercial roles within a consumer goods environment.
Well-developed commercial awareness and customer focus.
High cognitive ability, Deep Analytical and critical thinking skills

Worker Type :Regular

Primary Location:Dodoma


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