Regional Sales Manager – Small Scale Business

Job Title: Regional Sales Manager – Small Scale Business

Number of Positions: 2

Product Portfolio: Crop Protection, Crop Nutrition and Seeds

Reports To: Commercial Manager – Small Scale Business / Head of Sales (as applicable)

Direct Reports: Area Sales Representatives, Territory Sales Representatives and other assigned regional sales personnel

Geographical Coverage: Assigned sales region within Kenya

Travel Requirements: Extensive regional travel and field engagement

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.

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

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

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

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

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

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

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

2. Set individual targets, KPIs and performance expectations.

3. Conduct regular performance reviews and joint field visits.

4. Identify skills gaps and coordinate relevant training and development.

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

6. Ensure effective deployment and productivity of the sales team.

1. Develop and expand the regional distribution network.

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

3. Strengthen existing channel relationships to improve product availability and sales.

4. Monitor distributor performance, stock levels and sales targets.

5. Address channel conflicts and monitor competitor distribution activities.

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

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

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

4. Ensure the sales team has adequate product knowledge.

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

1. Develop farmer engagement initiatives to increase product awareness and adoption.

2. Build relationships with farmers, cooperatives and agricultural associations.

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

4. Identify high-potential farming communities and new market opportunities.

5. Work with technical teams to promote appropriate agricultural solutions.

6. Drive customer loyalty, repeat purchases and measurable sales conversions.

1. Prepare regional sales budgets, forecasts and business development plans.

2. Analyse historical sales, seasonal demand and market trends.

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

4. Monitor sales expenditure and budget performance.

5. Identify sales gaps and implement corrective action plans.

6. Provide management with regular forecasts and performance reports.

1. Ensure compliance with approved credit policies and payment terms.

2. Monitor customer accounts and ensure timely collection of receivables.

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

4. Monitor customer creditworthiness and recommend appropriate credit limits.

5. Prevent unauthorized credit extensions and discounts.

6. Ensure sales activities meet approved pricing and gross margin requirements.

1. Monitor agricultural market trends and competitor activities.

2. Gather intelligence on competitor products, pricing and distribution strategies.

3. Identify changing farmer needs, cropping patterns and emerging opportunities.

4. Recommend appropriate pricing, promotional and market expansion strategies.

5. Prepare regular market intelligence reports for management.

6. Identify and report counterfeit or substandard agricultural products.

1. Ensure accurate and timely reporting of regional sales performance.

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

3. Ensure consistent use of approved CRM and sales management systems.

4. Monitor customer acquisition, retention and sales pipelines.

5. Conduct regular regional sales meetings and track agreed action plans.

6. Ensure compliance with sales procedures and internal controls.

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

2. Ensure timely resolution of customer complaints and enquiries.

3. Monitor customer satisfaction and improve service delivery.

4. Support customer retention and reduce account attrition.

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

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

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

3. Promote safe and responsible use of crop protection products.

4. Ensure accurate product information and avoid misleading product claims.

5. Identify and escalate product quality, safety and compliance concerns.

6. Maintain ethical business practices across customer and distributor relationships.

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

2. Coordinate regional promotions, product launches and farmer engagement activities.

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

4. Ensure timely product replenishment and availability.

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

A. Academic Qualifications

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

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

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

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

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

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

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

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

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

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

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

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

1. Strong understanding of the agricultural inputs industry in Kenya.

2. Good knowledge of crop protection products, including pesticides, fungicides, herbicides and insecticides.

3. Understanding of crop nutrition products, including fertilizers, foliar feeds, soil conditioners and other crop nutrition solutions.

4. Understanding of seed varieties, seed quality, crop suitability, seasonal demand and regional cropping patterns.

5. Ability to understand and communicate basic agronomic principles and appropriate product application requirements.

6. Strong knowledge of agricultural distribution channels and agro-dealer business models.

7. Sales forecasting, budgeting and commercial performance analysis.

8. Knowledge of pricing strategies, gross margin management and commercial negotiations.

9. Strong understanding of customer credit management and debt collection.

10. Proficiency in Microsoft Office applications, particularly Excel and PowerPoint.

11. Experience working with ERP, CRM and digital sales reporting platforms.

12. Ability to interpret sales dashboards and use data to support business decisions.

1. Increasing market competition and pricing pressures within the agricultural inputs industry.

2. Managing seasonal fluctuations in demand and unpredictable agricultural market conditions.

3. Expanding market penetration in geographically dispersed rural farming communities.

4. Building sustainable relationships with agro-dealers and small-scale farmers.

5. Managing customer credit exposure and ensuring timely collections.

6. Maintaining adequate product availability during peak agricultural seasons.

7. Managing a geographically dispersed sales team while maintaining high productivity and accountability.

8. Driving adoption of new products and agricultural technologies among small-scale farmers.

9. Managing counterfeit and substandard agricultural inputs within the market.

10. Achieving sustainable growth while maintaining profitability and commercial discipline.

1. A comprehensive annual regional sales and business development plan.

2. A clearly defined regional sales coverage and territory management structure.

3. An expanded and productive agro-dealer and distributor network.

4. Consistent achievement of Crop Protection, Crop Nutrition and Seeds sales targets.

5. Improved regional market share and product penetration.

6. A high-performing, accountable and motivated regional sales team.

7. Improved customer acquisition, retention and repeat purchases.

8. Effective credit management and improved debt collection.

9. Accurate sales forecasts and timely management reporting.

10. Sustainable regional revenue and profitability growth.

Benefits:

• Sales Commission

• Company Vehicle

• Medical Cover