Sales Supervisor – Route to Market & Activations

Sales Supervisor – Route to Market & Activations About World Brands World Brands is a dynamic FMCG distribution and marketing company committed to delivering strong market execution, superior route-to-market capabilities, and sustainable brand growth across Kenya. We partner with leading global and regional brands to drive distribution excellence and customer value.

Job Purpose The Sales Supervisor – Route to Market & Activations is responsible for leading, managing, and driving performance of Route Developers and Brand Ambassadors. The role focuses on building sustainable last mile distribution routes, ensuring strong in-market execution, driving product awareness and conversion at wholesale level, and delivering sales growth through disciplined field execution and team leadership.

Key Responsibilities

1. Team Leadership & Management Supervise, coach, and manage Route Developers and Brand Ambassadors. Set clear daily, weekly, and monthly targets aligned to business objectives. Conduct regular field visits, joint calls, and performance reviews. Drive accountability, discipline, and a high-performance culture within the team.
2. Route Development & Distribution Expansion Oversee creation and development of new routes by Route Developers. Ensure achievement of coverage, outlet growth, and route productivity targets. Validate route plans, call cycles, and territory mapping. Ensure readiness of developed routes for handover to stockists.
3. Sales Performance & Execution Drive achievement of sales targets across all assigned territories and channels. Monitor key metrics including calls, strike rate, productivity, and revenue per route. Ensure effective last mile execution and availability of products in all outlets.
4. Wholesale Activation & Brand Execution Oversee Brand Ambassadors in wholesale outlets to ensure strong customer engagement. Ensure effective product introductions, demonstrations, and sales conversion. Monitor visibility, merchandising, and in-store execution standards.
5. Commercial Execution & Compliance Ensure implementation of pricing, promotions, and trade activities. Monitor adherence to trade terms and company policies. Support execution of product launches and in-market activations.
6. Stock & Operational Management Ensure proper stock uplift processes from stockists by Route Developers. Monitor stock flow, availability, and reconciliation. Minimize stock losses, expiries, and inefficiencies in the field.
7. Performance Tracking & Reporting Track and analyze team performance against KPIs. Prepare and submit weekly and monthly performance reports. Identify gaps and implement corrective action plans. Provide market intelligence on competition, pricing, and customer trends. Key Performance Indicators (KPIs) Total team sales and revenue achievement Distribution growth and outlet expansion Execution compliance across territories Team productivity and efficiency Quality of reporting and market insights Requirements Qualifications & Experience Bachelor’s Degree or Diploma in Business, Sales, Marketing, or related field. 3–5 years’ experience in FMCG sales, with at least 1–2 years in a supervisory role. Experience in route-to-market execution, van sales, or wholesale activations. Key Competencies Strong leadership and people management skills. Excellent coaching and performance management capability. Strong analytical and reporting skills. Commercial acumen and execution discipline. High level of ownership, accountability, and results orientation.