HORECA Manager

Key responsibilities

• Develop and execute sales strategies aligned with commercial objectives to grow HoReCa and bakery channels across Kenya.
• Identify, prioritise and acquire high-potential customers, including hotels, restaurants, caterers, schools, hospitals, institutions and industrial, medium-sized and neighbourhood bakeries.
• Build and convert prospect pipelines into active, repeat customers through customer engagement, product presentations and demonstrations.
• Develop strong customer relationships and strategic account plans to improve retention, resolve service issues, grow sales volumes and expand product penetration.
• Prepare proposals, negotiate approved commercial terms, manage tenders and supply agreements, and close sales in collaboration with internal teams.
• Drive revenue growth through customer acquisition, increased consumption, cross-selling and broader product penetration across Kapa’s portfolio.
• Develop a national route-to-market strategy leveraging Kapa’s distribution hubs and regional sales network to expand coverage and improve customer service.
• Coordinate customer onboarding, order placement, product availability and replenishment with distribution hubs and regional teams.
• Monitor market trends, competitor activity and customer needs to identify growth opportunities and inform commercial strategies.
• Achieve sales, revenue and customer acquisition targets while adhering to approved pricing, promotional and credit policies.
• Maintain accurate customer and sales records, monitor performance, prepare reports and forecasts, and recommend corrective actions to drive growth and ensure product availability.

Candidate requirements

• Bachelor’s degree in Sales, Marketing, Business Administration, or related field.
• Minimum 5-10 years of experience in field sales preferably in the FMCG sector.
• Proven experience managing field teams, distributor networks, and driving regional sales growth.
• Excellent negotiation, leadership, communication, and analytical skills.

Required skills