The Sales Head - Africa is a senior, results-driven Sales Leader responsible for spearheading the growth of an international sports brand across Africa, with a strong focus on East Africa. This role is crucial for driving sell-in and sell-out, expanding retail presence, cultivating strong customer relationships, and ensuring operational excellence across all partner stores. Candidates must possess deep industry connections across Distribution, Multi-Brand Outlets (MBOs), and Shop-in-Shop (SIS) channels. This position is strictly for individuals with significant industry connections in the aforementioned sales channels.
Key Responsibilities:
1. Distribution Channel Management
- Develop and execute the distribution strategy for Africa.
- Identify, appoint, onboard, and manage regional distributors.
- Ensure proper coverage across Africa.
- Track distributor performance, inventory hygiene, and secondary sales.
- Conduct periodic business reviews with distributors (monthly/quarterly).
2. MBO (Multi-Brand Outlets) Management
- Expand the International Sports Brand's presence in top National & International MBOs.
- Negotiate margins, pricing, payment terms, and assortment with MBO partners.
- Ensure ideal assortment planning: running, football, lifestyle footwear & accessories.
- Monitor competitor activity within MBOs and recommend corrective actions.
- Drive VM execution, store staff training, and brand visibility for MBOs.
3. SIS (Shop-in-Shop) Management
- Identify retail chains where SIS can be established (malls, department stores).
- Lead end-to-end SIS setup, including: space negotiation, fixture installation, product mix planning, and visual merchandising setup.
- Monitor sales performance of each SIS model and improve productivity.
4. Sales Operations & Performance
- Achieve monthly, quarterly, and annual sell-in and sell-out targets.
- Manage product launch cycles, pricing, promotional calendars, and stock rotation.
- Prepare sales forecasts and align with the supply chain for inventory planning.
- Conduct regular market visits to check store execution and gather feedback.
5. Team Leadership & Training
- Manage and mentor a team of sales executives, merchandisers, and SIS staff.
- Conduct regular product training for distributor sales teams and retail staff.
- Build a performance culture with clear KPIs and structured reviews.
6. Business Development & Market Expansion
- Identify new retail opportunities in malls, sports hubs, and urban centres.
- Plan channel expansion for emerging towns/cities with high potential.
- Lead actions to increase market share against competitors.
7. Reporting & Data Analysis
- Prepare Day wise, weekly and monthly reports on sales, market conditions, and channel performance.
- Analyse data on sell-through, stock ageing, and regional trends to guide decisions.
- Provide insights on best-selling styles, slow movers, and customer buying behaviour.
- Manage key accounts, distributors, and retail partners.
Qualifications and Experience:
- Bachelor’s degree in business, Sales, Marketing, or related field.
- Minimum 10+ years of sales experience, preferably in Sports Footwear/Apparels/Accessories/Equipment.
- Strong knowledge of Africa's retail & distribution ecosystem.
- Experience handling distributors, MBOs, and SIS formats.
- Proven track record of achieving sales targets.
Required Skills:
- Excellent negotiation and relationship-building skills.
- Strong analytical and planning ability.
- Leadership and team management skills.
- Good communication and presentation skills.
- High energy, self-driven, and target oriented.
- Ability to travel frequently across Africa.
Key KPIS (Key Performance Indicators):
- Sales revenue growth (sell-in & sell-out)
- Distributor productivity & coverage
- MBO penetration & SIS performance
- Sell-through ratios
- Stock rotation & ageing
- New store openings/expansions
- VM compliance and brand visibility scores
