Head Of Sales - Africa

Head Of Sales - Africa

Location: Nairobi

Department: Sales

Reports To: COO

Industry: Sports Footwear/Apparels/Accessories/Equipment

Job Overview:

The Sales Manager will lead and grow International Sports Brand across Distribution, MBO (Multi-Brand Outlets), and SIS (Shop-in-Shop) channels in Africa especially in East Africa being the first one. The role is responsible for driving sell-in and sell-out, expanding retail presence, building strong customer relationships, and ensuring operational excellence across all partner stores. This position is strictly for those who has great Industry connections in above mentioned sales channels.

Key Responsibilities:

1. Distribution Channel Management

• Develop and execute the distribution strategy for Africa.

• Identify, appoint, onboard and manage regional distributors.

• Ensure proper coverage across Africa

• Track distributor performance, inventory hygiene, and secondary sales.

• Conduct periodic business reviews with distributors (monthly/quarterly).

2. MBO (Multi-Brand Outlets) Management

• Expand International Sports Brand 's presence in top National & International MBOs

• Negotiate margins, pricing, Payment terms, and assortment with MBO partners.

• Ensure ideal assortment planning: running, football, lifestyle footwear & accessories.

• Monitor competitor activity within MBOs and recommend corrective actions.

• Drive VM execution, store staff training, and brand visibility for MBOs

3. SIS (Shop-in-Shop) Management

• Identify retail chains where SIS can be established (malls, department stores).

• Lead end-to-end SIS setup:

o Space negotiation

o Fixture installation

o Product mix planning

o Visual merchandising setup

• Monitor sales performance of each SIS model and improve productivity.

4. Sales Operations & Performance

• Achieve monthly, quarterly, and annual sell-in and sell-out targets.

• Manage product launch cycles, pricing, promotional calendars, and stock rotation.

• Prepare sales forecasts and align with supply chain for inventory planning.

• Conduct regular market visits to check store execution and gather feedback.

5. Team Leadership & Training

• Manage and mentor a team of sales executives, merchandisers, and SIS staff.

• Conduct regular product training for distributor sales teams and retail staff.

• Build a performance culture with clear KPIs and structured reviews.

6. Business Development & Market Expansion

• Identify new retail opportunities in malls, sports hubs, and urban centres.

• Plan channel expansion for emerging towns/cities with high potential.

• Lead actions to increase market share against competitors (Adidas, Nike, Puma, Skechers, On & local brands).

7. Reporting & Data Analysis

• Prepare Day wise, weekly and monthly reports on sales, market conditions, and channel performance.

• Analyse data on sell-through, stock ageing, and regional trends to guide decisions.

• Provide insights on best-selling styles, slow movers, and customer buying behaviour.

• Manage key accounts, distributors, and retail partners.

Skills:

• Excellent negotiation and relationship-building skills.

• Strong analytical and planning ability.

• Leadership and team management skills.

• Good communication and presentation skills.

• High energy, self-driven, and target oriented.

• Ability to travel frequently across Africa.

Requirements:

Qualifications:

• Bachelor's degree in business, Sales, Marketing, or related field.

• Minimum 10+ years of sales experience in Sports Footwear/Apparels/Accessories/Equipment.

• Strong knowledge of Africa retail & distribution ecosystem.

• Experience handling distributors, MBOs, and SIS formats.

• Proven track record of achieving sales targets.