Bespoke Recruitment

Regional Head of Sales

Job Ref: BF/RHS/02


  • Create regional sales plans and quotas in alignment with business objectives
  • Set up + Manage a CRM system to ensure all customers are supported + needs are addressed
  • Support Sales Managerswith mentorship + support
  • Evaluate sales category performances + adjust quarterly sales objectives
  • Create KPI’s for sales team
  • Report on regional sales results through a weekly dashboard
  • Forecast quarterly and annual revenues
  • Identify hiring needs, select and train new salespeople
  • Prepare and review the annual budget for the area of responsibility
  • Analyze regional market trends and discover new opportunities for growth
  • Address potential problems and suggest prompt solutions
  • Meet with Key accounts personally as well as distributors
  • Be responsible for sales spend and expenses
  • Assist HR in addressing sales staff performance
  • Address customer complaints in a timely manner



  • To deliver on the sales objectives of the strategic plan.
  • To manage the sales funnel + CRM management to ensure the business continues to delivery on its long-term strategy.
  • To ensure all distributors+ customers are professionally handled to enable Brown’s to continue to grow.
  • Manage the CRM + train the team
  • Consistently stay ahead of competition through sales activities


  • Proven work experience as a Regional Sales Manager, Area Manageror similar senior sales role
  • Diploma or degree in sales or business
  • Ability to measure and analyze key performance indicators (ROI and KPIs)
  • Familiarity with CRM software
  • Ability to lead and motivate a high-performance sales team
  • Excellent communication skills
  • Strong organizational skills with a problem-solving attitude
  • Availability to travel as needed


Brown’s Food Co. is a premium food business that produces cheese, yoghurt, ice cream & baked goods to East Africa. Our mission is to craft wholesome and delicious foods from Nature’s Bounty. We purchase locally grown produce and turn it into value- added premium products.

Strategy: the business model is to be a diversified food business in East Africa. As such, this role is strategically poised to be responsible for the supply chain, processing efficiencies & efficient distribution of the products across the Region. We produce 8 main cheese lines, 2 cracker lines – gluten & gluten free, 2 frozen lines dairy and non-dairy, and 2 dip lines – dairy & non-dairy.

We recently produced a new cheese brand which is positioned as a value brand adding sales volume at a lower margin for us. We are also opening a chain or our own cheese stores/deli that allows us to continue to strengthen the brand and cross market our new products.

 Trends: The economy is expected to be relatively slow and the environment continues to be increasingly competitive. There is movement towards consumers wanting to know the origin of their food and look towards healthier options allows us to position ourselves as a premium healthy choice in several food segments. We believe this positioning will enable us to gain market share with the strength of our brand name behind us.

 Consumers: Our customers expect a product of the highest quality from us. They expect us to deliver it on time and many times require product customization to meet their specs.


Deliver on:

  • Revenue wholesale and retail
  • Telesales to close portfolio product gaps
  • Manage retail Brand POP (point of purchase) + Sales incentives
  • Sales + Distribution costs within Budget
  • Keep Customer returns/credit notes within limits
  • Product portfolio costing
  • Maintain Receivables as % of sales % within limits


Other dimensions are:

  • Deliver on designing a cohesive team that is aligned
  • Deliver on product revenue targets
  • Deliver premium customer service
  • Work with production to ensure product availability
  • Good return process+ policy
  • Management of Sales + Distribution costs
  • Protect the Brown’s Food Co. brand image
  • CRM implementation & management
  • Provide leadership to managers & staff with a focus on development & coaching
  • Manage company products, services, features and benefits knowledge
  • Inform on competitive services, promotional matter, sales technique, pricing and marketing policies.

2.Market Complexity

The cheese market in Kenya is relatively small & estimated at 1.5 billion.  It is increasing with more and more people moving to the City & eating cheese through mostly pizza consumption.

Brown’s Food Co. has an estimated 27% market share.

Customers: We supply most hotels, lodges, restaurants in Kenya. We supply the airlines, fast food pizza chains & Tier 1 retail supermarkets. 45% of our sales are retail.

Manufacturing: Supply chain involves procurement of raw materials locally. We do purchase specialized packaging from China for the ice cream range. Our primary COGS are milk, labor, electricity & packaging.

Logistics: We do our own delivery to Coast & Nairobi. We use courier for upcountry. We have distributors to deliver within East Africa.  Most of our incoming goods are delivered. We use a tanker logistics company to transport most of our milk. Some still comes via milk churns from the neighboring region.

3. Leadership Responsibilities

This role leads the Brown’s sales team. There are three managers – wholesale, retail and export. There are about 25 permanent employees. This includes retail merchandisers, a chef to assist technically, telesales. We also have another 15 or so contract staff. You will interface directly with executive leadership, customers, department managers and distributors to drive profitable growth.

Key Stakeholders:

  • Brown’s Food Co. Advisory Board
  • Managing Directors
  • Customers
  • Distributors
  • Sales team
  • Telesales team
  • Logistics team
  • Front office team

Barriers to Success in Role

  • Inability to work with key accounts- relationship building
  • Not able to create a sales action plan tied into the larger strategic plan and agenda within Brown’s business.
  • Inability to connect & build positive relationships both external & internal.
  • Not able to analyze and interpret sales data


The head office is based in Kenya at the processing facility 1 hour from Nairobi. The area is rural, but accessibility is good and most areas of Nairobi accessible in 40 mins. You will spend time between head office and a sales office located within Nairobi.

 You will need to travel regionally from time to time to meet with distributors and customers.


An attractive salary is on offer dependent on skills, qualifications and experience.

To apply, follow the ,quoting the Job Reference in the subject header of your mail.