Regional Sales Manager – Small Scale Business

Job Profile

The Regional Sales Manager – Small Scale Business will provide strategic and operational leadership in driving sales growth, market penetration, profitability and sustainable business development across our client Crop Protection, Crop Nutrition and Seeds portfolio targeting small-scale farmers.

The role holder will be responsible for developing and executing regional sales strategies, expanding distribution networks, strengthening relationships with agro-dealers, distributors, farmer groups, cooperatives and other agricultural stakeholders, while ensuring effective management and performance of the regional sales team.

The position will play a critical role in translating the company's commercial objectives into actionable regional business plans, identifying emerging market opportunities, strengthening product adoption and driving demand for our client agricultural solutions.

The successful candidate will be expected to build a strong market presence, develop new business opportunities, improve customer retention, enhance sales productivity and deliver sustainable revenue and profitability growth while maintaining high standards of customer service, technical product stewardship and business ethics.

JOB SPECIFICATIONS AND REQUIREMENTS

Key Responsibilities and Accountabilities

Regional Sales Strategy and Business Growth

Develop and implement regional sales strategies aligned with our client's commercial objectives.

Translate annual sales targets into monthly, quarterly and territory-specific targets.

Drive revenue growth and market share across Crop Protection, Crop Nutrition and Seeds.

Identify new business opportunities, emerging agricultural markets and underserved customer segments.

Expand market penetration through agro-dealers, distributors, cooperatives and farmer groups.

Monitor regional performance and implement corrective measures to achieve revenue, volume and profitability targets.

Sales Team Leadership and Performance Management

Lead, supervise, coach and motivate the regional sales team.

Set individual targets, KPIs and performance expectations.

Conduct regular performance reviews and joint field visits.

Identify skills gaps and coordinate relevant training and development.

Promote accountability, teamwork and a results-driven sales culture.

Ensure effective deployment and productivity of the sales team.

​​​​​​​Distribution Network and Agro-Dealer Development

Develop and expand the regional distribution network.

Identify, recruit and onboard agro-dealers, distributors and strategic partners.

Strengthen existing channel relationships to improve product availability and sales.

Monitor distributor performance, stock levels and sales targets.

Address channel conflicts and monitor competitor distribution activities.

​​​​​​​Product Portfolio Management

Drive sales and market penetration across Crop Protection, Crop Nutrition and Seeds.

Develop product strategies based on farming systems, crop seasons and customer needs.

Work with Product Development and Marketing Teams on product positioning and launches.

Ensure the sales team has adequate product knowledge.

Monitor product performance, customer feedback, stock movement and market demand.

​​​​​​​Farmer Engagement and Market Development

Develop farmer engagement initiatives to increase product awareness and adoption.

Build relationships with farmers, cooperatives and agricultural associations.

Coordinate field days, demonstration plots, product trials and farmer training.

Identify high-potential farming communities and new market opportunities.

Work with technical teams to promote appropriate agricultural solutions.

Drive customer loyalty, repeat purchases and measurable sales conversions.

Sales Forecasting, Budgeting and Business Planning

Prepare regional sales budgets, forecasts and business development plans.

Analyse historical sales, seasonal demand and market trends.

Coordinate with Supply Chain and Warehouse Teams to ensure product availability.

Monitor sales expenditure and budget performance.

Identify sales gaps and implement corrective action plans.

Provide management with regular forecasts and performance reports.

Credit Management and Collections

Ensure compliance with approved credit policies and payment terms.

Monitor customer accounts and ensure timely collection of receivables.

Work with Finance and Credit Control Teams to manage overdue accounts.

Monitor customer creditworthiness and recommend appropriate credit limits.

Prevent unauthorized credit extensions and discounts.

Ensure sales activities meet approved pricing and gross margin requirements.

Market Intelligence and Competitive Analysis

Monitor agricultural market trends and competitor activities.

Gather intelligence on competitor products, pricing and distribution strategies.

Identify changing farmer needs, cropping patterns and emerging opportunities.

Recommend appropriate pricing, promotional and market expansion strategies.

Prepare regular market intelligence reports for management.

Identify and report counterfeit or substandard agricultural products.

Sales Operations and Reporting

Ensure accurate and timely reporting of regional sales performance.

Maintain sales dashboards covering revenue, volumes, margins, collections and market coverage.

Ensure consistent use of approved CRM and sales management systems.

Monitor customer acquisition, retention and sales pipelines.

Conduct regular regional sales meetings and track agreed action plans.

Ensure compliance with sales procedures and internal controls.

Customer Relationship Management

Build and maintain strong relationships with key customers, distributors and agro-dealers.

Ensure timely resolution of customer complaints and enquiries.

Monitor customer satisfaction and improve service delivery.

Support customer retention and reduce account attrition.

Coordinate with relevant departments to address customer service and technical support needs.

Compliance and Risk Management

Ensure regional sales activities comply with applicable laws, regulations and company policies.

Ensure responsible marketing and distribution of agricultural inputs in line with regulatory requirements.

Promote safe and responsible use of crop protection products.

Ensure accurate product information and avoid misleading product claims.

Identify and escalate product quality, safety and compliance concerns.

Maintain ethical business practices across customer and distributor relationships.

​​​​​​​Cross-Functional Collaboration

Work closely with Commercial, Marketing, Product Management, Technical, Finance, Credit Control and Supply Chain Teams.

Coordinate regional promotions, product launches and farmer engagement activities.

Collaborate with technical teams to strengthen product knowledge and farmer confidence.

Ensure timely product replenishment and availability.

Provide management with feedback on operational challenges, resource requirements and business growth opportunities.

​​​​​​​Academic Qualifications

Bachelor's degree in: Agribusiness Management, Business Administration; or Sales and Marketing or a related discipline.

A postgraduate qualification in Business Administration, Strategic Management, Marketing or Agribusiness will be an added advantage.

Professional training or certification in sales management, leadership, business development or customer relationship management will be an added advantage.

​​​​​​​Professional Experience

Minimum of 7–10 years of relevant working experience in agricultural inputs, agribusiness, crop protection, crop nutrition, seeds or related FMCG/agricultural commercial environments.

At least 3–5 years in a management position with direct responsibility for leading a regional or territory-based sales team.

Demonstrated experience in managing regional sales targets, budgets, forecasting and commercial performance.

Proven track record in developing and managing agro-dealer, distributor and other agricultural distribution networks.

Practical experience in selling crop protection products, fertilizers, crop nutrition solutions and seeds.

Demonstrated ability to penetrate rural and emerging agricultural markets, particularly within the small-scale farmer segment.

Experience in farmer engagement, field demonstrations, product promotion and agricultural market development.

Proven experience in customer relationship management, commercial negotiations and credit collection.

Experience in analysing sales data, interpreting market trends and preparing management reports.

Exposure to ERP, CRM and digital sales management systems will be an added advantage.

go to method of application »

Minimum qualifications

BA/BSc/HND , Postgraduate Diploma , Professional Certificate

How to apply

Use the link(s) below to apply on company website.

Cost Controller-Beverages/Hospitality

Regional Sales Manager – Small Scale Business

Seed Category Manager

https://www.myjobmag.co.ke/apply-now/1379441

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