About us

Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose – Celebrating life, every day, everywhere – has an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value.

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 second-largest listed company on the NSE in Kenya. SBL operates exclusively in Tanzania and is the second-largest beer company with a market share of around 20%.

SBL flagship brand is Serengeti Premium Lager. Other brands in the portfolio include Tusker Lager, Guinness, Kibo Gold, Pilsner and Senator. Headquartered in Dar es Salaam, SBL is also the distributor of several global Diageo international renowned spirits brands such as Johnnie Walker, Smirnoff, Gordon’s, Bailey’s, and Captain Morgan.

Scope of the role

The S & OM role will be critical to the overall SBL short, medium and long-term strategy and expected to work with a team composed of Divisional Team Leaders, Sales Capability & Development Manager

Purpose of Role

This role is located within the SBL Sales Department. The Head of Sales and Operations role takes on the responsibility of determination of the resources and direction required, key issues and impediments affecting the business from a sales front and getting value from the deployment of resources into the sales department. 

To this effect, an understanding of the business in terms of the products, customers, consumers, internal ways of working and industry complexities is crucial to the delivery of this role. This role has key influence on volume/profit and is required to manage the Divisional Team to achieve Distributor and Retail performance objectives through their teams

• Building a clear sales strategy and plans for short, medium and long term to protect and grow Beer & Spirits volumes and market share, monitoring of sales performance, coordination of sales operations (OTIF), Coordination of all sales projects and Benchmarking against good sales practices across Diageo markets and other industries.
• Co-ordinate all Sales Leadership meetings.
• Responsible for insight generation for the sales function and development of planning strategies such as capacity planning / contact & coverage. Development of plans for execution by the sales force, as part of the JUBP process.
• Manage Sales fleet

To support the Sales Function with conceptual and strategic reports based on market research and internal management information systems which enables the Building of a clear sales strategy and plans for short, medium and long term to protect and grow business volumes and market share, monitoring of sales performance, coordination of sales operations (OTIF), Coordination of all sales projects and Benchmarking against good sales practices across Diageo markets and other industries. Deliver Sustainable Competitive advantage through:

Leadership Responsibilities and Decision Making Rights

Management of the Sales & Operations team to deliver superior operational support to the EABL sales department, within budget.

Provide leadership and accountability for the within the function. To constantly monitor and evaluate the distributors, RTM and team performance but more importantly develop and propose clear actions and plans for improvements and growth.

Management of the Sales & Operations team to deliver superior operational support to the EABL sales department, within budget.

Provide leadership and accountability for the sales automation platform [DMS] that will deliver superior Route to Consumer for the business.

Top Accountabilities

Business Strategy Support

• Accuracy of forecasting model ensured Volume trend correlation analysis report (Seasonality, RRP, GDP, Inflation, competitive activity) is developed and maintained.
• Monitor current and emerging trends in the sales front end of the business, recommending and pushing through breakthrough strategy that affects sales execution Deliver superior operational support to the sales team within budget Coordinate all sales projects and ensuring that the desired results are achieved.
• Accelerate RTC implementation to deliver significant distribution gains and beat competition.
• Promote a culture of continuous improvement in the dept.
• Ensure compliance with safety requirements at the work environment.
• Actively support the step change agenda in sales capability
• Take the lead in ensuring that transformation in commercial standards and sales execution at retail and distributor level is delivered as called out by the business

Sales Data Management

• Work closely with the field sales team to provide sufficient reporting and dashboard management for the sales force by developing efficient systems to measure and support sales team performance.
• Ensure availability of accurate Sales reports and submitted timeously for effective business decision making Volume target computation based on utilisation of available trends & insights
• Ensure communication of sales targets and achievements to key stakeholders – CDs, Sales staff, internal stakeholders, etc Implement and resolve all Sales Incentive Plan issues to ensure achievement of sales targets hinged on clearly defined KPIs with well-defined pictures of success
• Effective management of all sales tools of trade and with mitigation plan

Sales Administration

• Actively support the management of all initiatives related to the execution of all innovations
• Ensure availability of fit for purpose regional Sales Offices
• Ensure effective management of all IS solutions which facilitates organisational and salesforce effectiveness and institute interventions to ensure maximum benefit Lead and manage annual sales target planning and S&OP Volume performance report
• Ensure that all AD have up to date & relevant contracts with the business
• Ensure that all relevant customer service related activities are delivered to expected standards with expected OTIFNE scores achieved
• Manage and lead SLT/CLT cycle meetings as well as organise and lead all Sales/AD Conferences
• Manage the payment process to ensure prompt payment to all suppliers and contractors/contract staff
• Own, manage and lead on all budget issues of the function to ensure efficient budget control Initiate, manage and lead all Capex procurement for the function
• Manage all administrative processes of the function - sales staff database, logistics, time off/leave rooster, effective deployment & monitoring the utilisation of the sales function fleet et al
• Manage all communications of all sales initiatives to internal and external customers
• Lead and manage all the GAR/CoBC processes of the function to ensure continuous compliance  - proper records management especially customer consideration PACEs and M&Es
• Actively support the staff recruitment process and specifically ensure that the relevant functional induction is achieved
• Ensure efficient processing & timely resolution of customer complaints.
• Ensure that the called out Ways of Work are fully adhered to with clear consequences management tools & processes in place to achieve enforcement and/or compliance.
• Actively take the lead & support the development of effective cross-functional team working Manage Sales Fleet

Qualifications and experience required

Qualifications

• A Bachelor’s degree in Business Administration or related field

Experience

• At least five (5) years Sales or relevant Industry related experience in FMCG, with a minimum of 3 years field sales experience at managerial experience ideally beverage related with experience in dealing with Customers at all levels
• Experienced in Significant portfolio and category knowledge which is applied to understanding how best to service both customers & consumers
• Ability to recognize business critical activities and ensure organization is fully lined up to support.
• Ability to translate business objectives in to benefits for customers and consumers in a compelling commercial argument
• Excellent P&L  literacy