Uganda Breweries Ltd is a subsidiary of EABL who owns 98.2% of UBL and 100% of IDU. Diageo in turn own 50.03% of EABL. UBL operates within a multi-cultural, multi-national environment and is further categorized into Demand and Supply functions. The Supply business is involved in the production of beer and spirits.  The Demand business is involved in marketing and pushing the product to consumers.

This role is located within the Demand Sales business. The Regional Sales Manager role will be critical to the overall UBL short, medium-term and long-term strategy in developing and driving our trade strategy and operational excellence within distributors and our Route To Market.

The Regional Sales Manager is the high-level contact between UBL and its Distributors and will oversee both the “Push” and “Pull” elements in driving volumes, brand growth & market share.

This is a field-based position requiring close liaison with the Divisional Sales Manager, Customer Marketing and Distributor middle and senior management with key influence on effective implementation of Distributor business plans. It also involves working with Distributors to develop their institutional capacity for sustainable mutual business growth.

Market Complexity:

UBL is a dominant player in the Total Beverage Alcohol business with 40-45% volume share of the beer market and ~58% value share of the spirits market.  UBL operates in a very competitive environment that has seen new entrants such enter the alcohol industry in Uganda. The nature of competitors is complex with both illegal and established players operating within a market that has regulatory challenges. The market situation is changing rapidly due to the economic situation, declining disposable income and opening up of the economic trading blocks allowing in flow of products from other markets.

The trade is evolving and becoming more sophisticated especially at retail level. The retail landscape is not only changing with the current circumstances around the world, but the retailers are also becoming more demanding as they become more profit driven and as competitors fight for share. Consumers are becoming more sophisticated which requires more innovative ways of convincing adult shoppers/consumers to choose our brands. All channels are important in distribution and availing our products to consumers. Trade partnerships are crucial in ensuring that service to consumers exceeds their expectations.

Leadership Responsibilities:

• The role has direct accountability for a multi-channel region including route to market, off trade and on-trade.   Has significant leadership and people management responsibility as the RSM is responsible for leading a team of 6 – 8 sales representatives.
• The RSM must ensure execution excellence at store level across all channels, ensuring priority brand activity per segment is delivered excellently all the while building the capability of the team, to deliver the plan.   Working with other senior functional leaders (marketing, finance, supply chain, OTC, distribution) is critical to the success of the role. The RSM should also constantly monitor and evaluate the distributors and their team’s performance taking corrective action where necessary.  The RSM should develop and propose clear actions and plans for improvements and growth in their respective regions.
• RSM must act as a strategic business partner to the Distributor, developing and maintaining relations to grow their businesses while delivering the UBL KPI’s and create conditions for people to succeed.

Purpose of Role:

• Provide direction and leadership to the regional sales staff while implementing the company’s sales plans and strategies to maximize growth potential and achievement of the business KPI’s.
• Ensure high standards of brilliant execution are met in all outlets in order to grow the business.
• Effectively manage distributors, their performance and KPI’s to ensure they are set up to support delivery of their sales targets
• Identify new Route to Market opportunities, develop implementation plans to drive market penetration and share

Accountabilities

• Develop sales plans and budgets to achieve and exceed the annual sales objectives for the region.   Monitor and control the sales budget to ensure optimum utilization of resources in the region

• Ensure optimal route to market to deliver improved distribution and market share gains

• Transform distributor management capability through developing and implementing relevant Distributor management programs (BPMs)

• Develop and maintain an efficient distribution network to ensure the comprehensive availability of company products and services across the region to achieve or exceed sales targets.

• Generate sales of company products in the region through a team of salesmen in order to achieve or exceed the quarterly and annual sales targets

• Conduct regular market visits to check route coverage, competitor activity, and continuously search for new opportunities in order to increase sales in the region

• Maintain P&L responsibility for the region and manage costs to ensure a profitable business

• Provide distributors and customers in the region with information about new or improved products and offerings in order to drive sales

• Drive the highest standards of execution throughout the region

• Establish and ensure that all sales administration procedures relating to the region are properly implemented to support the sales teams in their efforts to accomplish the sales targets. Implement process and systems to drive customer profitability and achievement of long-term business sustainability for the CD’s

• Constantly monitor and evaluate distributors and their performance

• Have a thorough understanding of distributor requirements and operational standards and enforce their implementation across the region

• Develop strong relationships with key customers across channels

• Maintain and develop the outlet universe to correct classification, making resource changes to best service the regions needs

• Develop and coach the sales team and ensure that they are well motivated and engaged to stay and contribute effectively to the organization.

• Ensure compliance with safety requirements at the work environment.

Qualifications, Experience & Skills Required:

Qualifications and Experience:

• A bachelor’s degree in a business-related field

• At least 5 years’ sales experience in a fast paced FMCG environment, with at least 2 years in management role

• Strong track record in People Management & / or commercial roles within a consumer goods environment

• Influencing and relationship management skills

• Success in highly demanding sales organization

• Leadership of a medium sized team

• Strong track record of sales delivery

Skills:

• Inspirational leadership

• High levels of financial and P&L literacy as well as strong planning and project management skills

• People management, Performance management & Coaching,

• Influencing

• Selling skills

• Problem solving

• Training & development