Agency & Sales Team Leader

Job Purpose:

The Agency & Sales Team Leader is responsible for leading, coaching and managing Agents to achieve loan disbursement and customer acquisition targets.

The role also owns the growth of digital sales channels (mobile app, USSD, WhatsApp, social media and online lead generation) and coordinates the institution's digital marketing activities to generate quality leads, build brand awareness and convert them into active, well-performing customers.

The Team Leader balances growth with portfolio quality, ensuring that all sales are compliant, responsible and aligned with the institution's credit policies and regulatory requirements.

Roles & Responsibilities

Recruitment and training Source, identify and recruit astute and goal-oriented sales agents who will be willing and capable of selling APF products

Train, and onboard the sales agents to ensure they are able to refer loans to APF Conduct regular field visits, team meetings, and performance reviews to motivate agents and address bottlenecks

Motivating the agents to meet their targets, celebrate their successes, and help them bounce back from setbacks

Manage sales incentives, commissions and agent payouts accurately and on time, in line with company policy.

Sales Strategy & Market Penetration

Lead Generations Identify prospective clients through direct agents, networking. referrals, and digital outreach.

Deliver the agreed sales targets and outcomes within agreed timelines.

Design and implement field marketing strategies, community activations, and recruitment drives.

Monitor market trends and competitor activities to adjust sales approaches dynamically

Map and develop new markets and customer segments

Digital Sales Management

Drive adoption and sales through digital channels, including the mobile app, WhatsApp Business, SMS and online application forms.

Set and monitor digital sales targets, including digital loan applications, customer onboarding and APF Kash activations.

Design and manage the lead-to-loan funnel: lead capture, qualification, follow-up, application, appraisal, disbursement and repeat-loan conversion. Work with the IT/Digital team to identify and escalate digital product issues, customer pain points and improvements in the customer journey. Analyse digital funnel data (conversion rates, drop-offs, cost per lead, cost per acquisition) and recommend improvements.

Digital Marketing Coordination

Coordinate the execution of the digital marketing calendar across social media (Facebook, Instagram, TikTok, X, Linkedin), WhatsApp, SMS, email and Google/Meta ads.

Liaise with the Marketing/Communications team and external agencies, influencers or freelancers to ensure timely delivery of campaigns, creatives and content.

Brief creatives and copywriters on campaign objectives, target segments, product messages and regulatory disclosures (including APR, fees and terms),

Plan and run lead-generation campaigns, promotions, referral drives and seasonal offers aligned with sales targets.

Monitor social media pages and messaging channels, ensure customer queries and leads are responded to promptly and escalated appropriately.

Track campaign performance (reach, engagement, leads, conversions, cost per lead, return on ad spend) and prepare regular reports with recommendations.

Safeguard brand reputation by ensuring all content is accurate, ethical, and compliant with the Central Bank of Kenya (CBK) consumer protection guidelines, the Kenya Information and Communications Act, and the Data Protection Act, 2019.

Qualifications and Experience

Education

Bachelor's degree in Business Administration, Sales and Marketing, Commerce, Economics, Finance, or a related field from a recognized university.

Professional qualification in Sales, Digital Marketing (eg, Google, Meta Blueprint, Al) in Microfinance is an added advantage.

Experience At least 4 to 5 years' experience in sales within microfinance, banking, SACCOS, mobile money or fintech, with at least 2 years in a team leadership or supervisory role.

Proven track record of meeting or exceeding sales targets.

Hands-on experience managing or coordinating digital sales or digital marketing campaigns is strongly preferred.

Experience with field-based sales models is an advantage.

Minimum qualifications

BA/BSc/HND

How to apply

Send your application letter and a detailed CV, including 3 referees, to recruitment@apf.co.ke.

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