B2C SALES MANAGER

Location: Nairobi (with nationwide oversight) Role Purpose The B2C Manager is responsible for driving sales growth through the agency model by building a strong, scalable, and profitable retail and end-customer sales engine. This role owns the full B2C commercial agenda of driving revenue growth through agent recruitment across the designated regions while ensuring alignment with the company’s overall growth and brand objectives. The role requires a commercially sharp, execution-focused leader with strong people management skills and a deep understanding of Kenya’s construction, roofing, and retail consumer markets. Key Responsibilities 1.

B2C Sales Strategy & Execution • Develop and execute the national B2C sales strategy aligned to Royal Mabati’s revenue, volume, and margin targets. • Translate annual and quarterly targets into actionable B2C plans. • Drive consistent sales growth through agent recruitment. • Ensure disciplined execution of pricing, discounts, campaigns, and promotions at frontline level. 2. Branch & Retail Performance Management • Oversee performance of the B2C Field Executives. • Work closely with Branch coordinators to optimize footfall conversion, average order value, and customer retention. • Standardize retail sales processes, scripts, upselling practices, and customer engagement journeys.

• Monitor B2C KPIs including revenue, volumes, margins, conversion rates, and field productivity. Page 1 of 3 Mombasa Road, Sabaki, Mlolongo | P.O. Box 2972100202|Nairobi, Kenya. Tel: 0722638383 |Email: the employer’s official contact|Web: 3. Lead Conversion • Ensure strong lead management, follow-up discipline, and conversion tracking. • Collaborate with Quality Assurance & LnD managers to improve visit scripts, call quality, and customer experience. • Ensure that performance management, targets, and numbers remain owned by Field Sales Executives, while enabling best-practice sharing and process improvement. 4. Customer Experience & Brand Representation • Champion a customer-first culture across all B2C touchpoints.
• Ensure consistent brand representation, service standards, and professionalism in customer interactions. • Handle escalated customer issues and ensure timely resolution to protect brand reputation. • Use customer feedback and complaints data to drive service and process improvements. 5. Marketing & Demand Generation Alignment • Work closely with the Marketing team to support B2C campaigns, promotions, and product launches. • Provide input into consumer insights, pricing sensitivity, regional demand patterns, and competitor activity. • Ensure effective conversion of marketing-generated leads into sales. 6. Team Leadership & Capability Building • Lead, coach, and develop B2C sales teams.
• Set clear expectations, performance standards, and accountability frameworks. • Identify skills gaps and coordinate training on product knowledge, sales techniques, and customer handling. • Build a high-performance, ethical, and results-driven sales culture withing your function. 7. Reporting, Analytics & Governance • Track and report B2C performance using clear dashboards and KPIs. • Provide accurate weekly and monthly sales reports, forecasts, and variance analysis. • Ensure adherence to company policies, pricing approvals, and discount controls. • Support audit, compliance, and governance requirements related to B2C sales operations. Page 2 of 3 Mombasa Road, Sabaki, Mlolongo | P.O. Box 2972100202|Nairobi, Kenya.

Tel: 0722638383 |Email: the employer’s official contact|Web: Key Performance Indicators (KPIs) • B2C revenue and volume growth • Lead Conversion rates • Average order value and Margin performance • Customer satisfaction and complaint resolution metrics • Sales team productivity and capability improvement Qualifications & Experience • Bachelor’s degree in Business Administration, Marketing, Sales, or a related field. • At least 7 years’ experience in sales, with at least 4–5 years in a B2C leadership role with a strong background in the construction, manufacturing, retail or FMCG industry. • Proven experience managing multi-branch or geographically distributed sales teams. • Strong commercial acumen with hands-on execution capability.

Key Competencies & Skills • Strategic thinking with strong execution discipline • People leadership and performance management • Customer-centric mindset • Strong analytical and reporting skills • Excellent communication and stakeholder management • Ability to work cross-functionally with Marketing, Operations, Finance, and Supply Chain • High integrity and strong governance orientation Personal Attributes • Results-driven and action-oriented • Resilient and adaptable in a fast-paced environment • Confident decision-maker with attention to detail • Hands-on leader who can operate at both strategic and operational levels