Sales Supervisor – Route to Market & Activations

Job Description

World Brands is a dynamic FMCG distribution and marketing company committed to delivering strong market execution, superior route-to-market capabilities, and sustainable brand growth across Kenya.

The Sales Supervisor – Route to Market & Activations is responsible for leading, managing, and driving performance of Route Developers and Brand Ambassadors.

The role focuses on building sustainable last mile distribution routes, ensuring strong in-market execution, driving product awareness and conversion at wholesale level, and delivering sales growth through disciplined field execution and team leadership.

Key Responsibilities

• Team Leadership & Management
  • Supervise, coach, and manage Route Developers and Brand Ambassadors.
  • Set clear daily, weekly, and monthly targets aligned to business objectives.
  • Conduct regular field visits, joint calls, and performance reviews.
  • Drive accountability, discipline, and a high-performance culture within the team.
• Route Development & Distribution Expansion
  • Oversee creation and development of new routes by Route Developers.
  • Ensure achievement of coverage, outlet growth, and route productivity targets.
  • Validate route plans, call cycles, and territory mapping.
  • Ensure readiness of developed routes for handover to stockists.
• Sales Performance & Execution
  • Drive achievement of sales targets across all assigned territories and channels.
  • Monitor key metrics including calls, strike rate, productivity, and revenue per route.
  • Ensure effective last mile execution and availability of products in all outlets.
• Wholesale Activation & Brand Execution
  • Oversee Brand Ambassadors in wholesale outlets to ensure strong customer engagement.
  • Ensure effective product introductions, demonstrations, and sales conversion.
  • Monitor visibility, merchandising, and in-store execution standards.
• Commercial Execution & Compliance
  • Ensure implementation of pricing, promotions, and trade activities.
  • Monitor adherence to trade terms and company policies.
  • Support execution of product launches and in-market activations.
• Stock & Operational Management
  • Ensure proper stock uplift processes from stockists by Route Developers.
  • Monitor stock flow, availability, and reconciliation.
  • Minimize stock losses, expiries, and inefficiencies in the field.
• Performance Tracking & Reporting
  • Track and analyze team performance against KPIs.
  • Prepare and submit weekly and monthly performance reports.
  • Identify gaps and implement corrective action plans.
  • Provide market intelligence on competition, pricing, and customer trends.

Key Performance Indicators (KPIs)

• Total team sales and revenue achievement
• Distribution growth and outlet expansion
• Execution compliance across territories
• Team productivity and efficiency
• Quality of reporting and market insights

Requirements

• Bachelor’s Degree or Diploma in Business, Sales, Marketing, or related field.
• 3–5 years’ experience in FMCG sales, with at least 1–2 years in a supervisory role.
• Experience in route-to-market execution, van sales, or wholesale activations.

Key Competencies

• Strong leadership and people management skills.
• Excellent coaching and performance management capability.
• Strong analytical and reporting skills.
• Commercial acumen and execution discipline.
• High level of ownership, accountability, and results orientation.