Regional Sales Manager Job Opportunity at Serengeti Breweries Limited (SBL)/Diageo

by Udahiliportaldaily

Job Overview
Regional Sales Manager
Diageo Mwanza

Job Description :

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 it’s why we 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 inspired? 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) It is a subsidiary of East Africa Breweries Limited (EABL), the largest business unit in Diageo Africa and the largest listed Company on the NSE in Kenya.

SBL was incorporated in 1988 as Associated Breweries Limited and changed its name to Serengeti Breweries Limited in 2002, and commenced commercial operations in 1996 with one brewery in Dar es Salaam. The company was acquired by EABL in October 2010 and has three breweries located in Dar es Salaam, Mwanza and Moshi.


SBL flagship brand is Serengeti Premium Lager. Other brand portfolios include Pilsner Lager, Serengeti Lite, Kibo Gold and Guiness. Headquartered in Dar es Salaam, SBL is also the distributor of several global Diageo international renowned spirit brands such as Johnnie Walker®, Smirnoff Vodka®, Bailey’s Irish Cream ®, Richot®, Bond 7 Whiskey® and Gilbeys Gin®.


Scope of the role

Primary accountability is to deliver business year NSV and Volume outlined by Line Manager

Purpose of Role

Drive Regional Business Strategy – RSM is responsible for driving Regional Business & Commercial Strategy. He/she will be assist Sales Director in making sure that sales strategy for that region is achieved, in driving both primary and secondary sales, as well as achieving Key Performance Indicators like Effectiveness NRM, NSV Spirits Growth etc for that region. He/she will own the RTM agenda implementation for the region.


Leadership Responsibilities and Decision Making Rights

Work with the commercial teams to ensure their commitment and engagement in the plans, in order to deliver flawless execution. Lead a team of Territory Managers, sales executives, & Senior Sales executives Close working relationship with SBL marketing, supply and finance. Part of local leadership team in the sites


Top 3-5 Accountabilities

NSV, Sales (HL), Net Revenue – Regional Sales Manager is responsible for delivery of Net Sales Value, Net Revenue, Sales (Hectolitres) and Market Share growth for his region. The NSV, NR and sales achievement will be per sales strategy and Annual Operation Plan. This will include NSV/NR and sales for innovations as per AOP
Investments and Return on Investment – Regional Sales Manager will be responsible for the management of company investments to his /her region/AD’s, and make sure that the anticipated ROI is delivered. This will include Implementation of nationally developed strategies in region. Proactively propose new distributors, stockists, ship-to locations, trucks, depots etc and effective utilisation of Trade Development Fund (TDF) etc.
Drive Route to Consumer (RTC) strategy for the region – Regional Sales Manager will be responsible for driving regional Route to Consumer strategy as agreed by Sales Director. This will include driving engagement with Area Distributors and their staff, driving performance through RTC daily reports with TMs, SSE’s and SE’s, rewarding top performers, add stockists & ship to locations and managing performance improvement plans with TMs & SSE’s. Responsible for collecting analysing and sharing competitive intelligence to HQ.
To direct, control, motivate, lead and train the regional sales team to achieve agreed sales, distribution, and market share and performance objectives through the effective management of both Distributor and Retail sales operations. He/she is directly involved in team training and development, enforcement of proper use of SFA tools, P4G, team management in terms of performance management and review, appraisal, performance improvement plans (PIP), recruitment and dismissal. Must hold team to high standards of field discipline and performance with evidence of consequence management.
Drive company ethics and compliance – This will include making sure that his/her team and partners comply with all sales related policies, safety policies and Integrity.


Qualifications and experience required

A Bachelor degree in a business related field


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

Worker Type


Primary Location:




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