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.