Job Title: Regional Sales Manager

Level: Mid level management

Directly Reports To: Divisional Sales Manager

About us

EABL operates in a multicultural, multinational, and multicurrency environment. As a diverse and robust regional company, EABL's operations span several subsidiaries: Kenya Breweries Limited, Uganda Breweries Limited, International Distillers Uganda Limited, Serengeti Breweries Limited, UDV (K) Ltd, and East African Maltings Limited. Uganda Breweries Limited (UBL) is further divided into two segments: Supply, which handles the production of beer and spirits, and Demand, which focuses on marketing and driving consumer engagement.

This role is part of the Demand business segment, specifically within the sales team. The Regional Sales Manager (RSM) plays a critical role in UBL's short-, medium-, and long-term strategies by developing and executing trade strategies and ensuring operational excellence with distributors and along the route to market (RTM).

The RSM serves as the primary point of contact between UBL and its distributors, managing both the “push” and “pull” strategies to drive volume and brand growth.

This field-based position requires close collaboration with the Divisional Sales Manager (DSM), Customer Marketing (CM), and the middle and senior management of distributors, with a key focus on effectively implementing distributor business plans. The role also involves working with distributors to build their institutional capacity for sustainable, mutual business growth.

About the role

Financial:

As per AOP

Market Complexity:

UBL is a dominant player in the Total Beverage Alcohol business with 48-50% volume share of the beer market and ~65% value share of the spirit’s market.  UBL operates in a very competitive environment that has seen new entrants such as Heineken and Pernod enter the alcohol industry. The nature of competitors is complex with both illegal and established players operating within a market that has regulatory challenges. The market situation is changing rapidly due to the economic situation, declining disposable income and opening up of the economic trading blocs allowing in flow of products from other markets.

The trade is evolving and becoming more sophisticated especially at retail level. Retailers are becoming more demanding as they become more profit driven and as competitors fight for share. Consumers are becoming more sophisticated which requires more innovative ways of convincing LAD to choose our brands. All channels are important in distribution and availing our products to consumers. Trade partnerships are crucial in ensuring that service to consumers exceeds their expectations. The omni-channel is also growing fast.

Leadership Responsibilities:

The RSM is directly accountable for managing a multi-channel region, including route-to-market, off-trade, and on-trade channels. This role involves significant leadership and people management, as the RSM leads a team of 3 to 8 sales representatives.

The RSM is responsible for ensuring execution excellence at the store level across all channels and delivering priority brand activities. This involves building the team's capabilities to execute plans effectively. The RSM must collaborate with senior functional leaders (e.g., marketing, finance, supply chain, OTC, distribution) and monitor distributor performance, taking corrective actions as needed. Developing and proposing action plans for regional improvements and growth is also a key responsibility.

As a strategic partner to distributors, the RSM should cultivate relationships that drive business growth while meeting company KPIs and fostering a supportive environment for the team.

The RSM must also identify new