Job Summary:

To lead the commercial agenda — sales, pricing, channel development, customer management, and market expansion — across our clients poultry and feed portfolio, with a primary focus on the Kenyan market and forward positioning for potential future export and regional expansion. The role is accountable for top-line revenue growth, gross margin delivery, debtor health, market share, and brand positioning, and acts as the primary commercial interface between the business, customers, and distributors across both the DOC - poultry segment and the commercial feed segment.

Duties:

The Employee shall be responsible for the following functions of the Company:

Sales & Revenue Delivery

• Own the annual sales budget and deliver monthly, quarterly, and annual revenue, volume, and margin targets across both business lines:
  • Poultry: day-old chicks (DOCs), hatching eggs.
  • Feed: all feed variants, and specialty feed for third-party commercial farms.
• Translate commercial strategy into regional and channel-level sales plans with clear SKU, customer, and geographic targets.
• Drive new customer acquisition, existing account growth, and SKU penetration across Nairobi, Central, Rift Valley, Western, Coast, and Eastern regions.
• Lead key account management for top-tier customers — commercial farmers, poultry aggregators, and institutional buyers.

Pricing & Margin Management

• Own the price list architecture across channels, customer tiers, and SKUs for both poultry and feed.
• Lead monthly price reviews in response to input cost movements (maize, soya, DCP, premixes, FX, energy, logistics), ensuring gross margin targets are protected.
• Approve trade discounts, rebates, and promotional spend within delegated authority; escalate beyond threshold to the CEO/CFO.
• Drive product mix optimisation toward higher-margin SKUs and specialty feed lines.

Channel & Route-to-Market

• Design and manage the route-to-market model — direct distribution, distributors, dealers, agro-vets, van sales, and e-commerce partners.
• Optimise distributor/dealer coverage, credit terms, and performance scorecards.
• Lead trade marketing execution: visibility, merchandising, shelf share, farmer field days, demo farms, and promotional cycles.

Customer & Farmer Engagement

• Build deep relationships with commercial and emerging farmers, providing technical support jointly with the veterinary and nutrition teams.
• Drive farmer loyalty programmes, extension services, and aggregator partnerships to secure feed and DOC offtake.
• Lead customer satisfaction tracking and NPS where relevant.

Debtor Health & Credit Control

• Own commercial debtor performance — DSO (target ≤ 30 days), overdue %, and bad debt provisioning.
• Chair the monthly debtors review with Finance, driving collection actions for aged receivables.
• Approve customer credit limits within delegated authority jointly with the CFO.

Market Intelligence & Strategy

• Track competitor pricing, promotions, new product launches, and market share shifts across poultry and feed (key competitors: Kenchic, Kenbrid, Sigma, Unga, Pembe, Tarime, Yara, Farmer's Choice in adjacent categories).
• Deliver monthly commercial intelligence reports to the executive team and board.
• Identify category white spaces, new product opportunities, and adjacent market entry options (e.g., further-processed poultry, specialty feed, private label).
• Scope and monitor export and regional expansion opportunities beyond Kenya (EAC, COMESA, and the Gulf) across DOCs, hatching eggs, and feed — covering regulatory requirements, logistics feasibility, and potential customer or distributor partners — to build an options pipeline ahead of any future strategic decision to expand outside Kenya, notwithstanding that this is not an immediate priority.

Brand & Marketing

• Partner with Marketing (or own the function where no separate Marketing Manager exists) to drive brand equity, ATL/BTL activation, digital presence, and farmer/consumer engagement.
• Manage marketing budget and ROI reporting.

Cross-functional Liaison

• Interface daily with Production/Operations (feedmill, hatchery, breeder farms, broiler farms, processing) on demand planning, forecast accuracy, and order fulfilment.
• Work with Finance on credit control, pricing, profitability analysis, and monthly commercial reporting.
• Work with Supply Chain and Logistics on cold chain integrity, delivery performance, and fleet utilisation.

People & Leadership

• Lead, coach, and develop the commercial team across sales, key accounts, trade marketing, and customer service.
• Set KPIs, run monthly performance reviews, and build a succession pipeline.
• Design, implement and monitor Commission based incentives for Regional sales teams

PERSON SPECIFICATION

Qualifications

• Bachelor's degree in Business, Marketing, Economics, Agribusiness, Animal Science, or related field. MBA or equivalent postgraduate qualification is a strong advantage.
• Professional certification in sales/marketing (CIM, MSK) preferred.

Experience

• Minimum 10 years in commercial/sales leadership, with at least 5 years at senior management level in poultry feed sector.
• Proven track record in a similar capacity managing multi-channel sales (modern trade, general trade, Agro-vet/dealer networks, institutional) in Kenya.
• Demonstrated experience selling into the commercial farming community — DOCs and Feed
• Experience managing debtors, pricing, and trade spend in a high-volume, margin-sensitive environment.
• Exposure to poultry value chain product commercialisation is a strong advantage.

Technical Skills

• Strong command of sales analytics — volume, value, mix, distribution, pricing elasticity.
• Proficiency in ERP sales modules (SAP, Microsoft Dynamics, Sage), CRM platforms, and advanced Excel.
• Sound financial literacy — gross margin, contribution margin, working capital, and ROI analysis.
• Familiarity with KEBS labelling standards, Kenya Veterinary Board and DVS requirements, and halal certification where applicable.
• Understanding of poultry and feed technical fundamentals — FCR, flock performance, feed specifications — sufficient to engage credibly with commercial farmers.

Behavioural Competencies

• Commercial hunter — bias for growth, deal-making, and market expansion.
• Strong negotiator across buyers, distributors, and farmer customers.
• Data-driven decision-maker with executive presence.
• Resilient under price and margin pressure; can balance volume and profitability.
• High integrity, particularly in pricing, rebate, and credit decisions.
• Strong communicator — comfortable at board level and on the farm.

Language Skills

• Strong and effective communicator in both English and Swahili Languages

• Own the annual sales budget and deliver monthly, quarterly, and annual revenue, volume, and margin targets across both business lines: Poultry (day-old chicks (DOCs), hatching eggs) and Feed (all feed variants, and specialty feed for third-party commercial farms).
• Translate commercial strategy into regional and channel-level sales plans with clear SKU, customer, and geographic targets.
• Drive new customer acquisition, existing account growth, and SKU penetration across Nairobi, Central, Rift Valley, Western, Coast, and Eastern regions.
• Lead key account management for top-tier customers — commercial farmers, poultry aggregators, and institutional buyers.
• Own the price list architecture across channels, customer tiers, and SKUs for both poultry and feed.
• Lead monthly price reviews in response to input cost movements (maize, soya, DCP, premixes, FX, energy, logistics), ensuring gross margin targets are protected.
• Approve trade discounts, rebates, and promotional spend within delegated authority; escalate beyond threshold to the CEO/CFO.
• Drive product mix optimisation toward higher-margin SKUs and specialty feed lines.
• Design and manage the route-to-market model — direct distribution, distributors, dealers, agro-vets, van sales, and e-commerce partners.
• Optimise distributor/dealer coverage, credit terms, and performance scorecards.
• Lead trade marketing execution: visibility, merchandising, shelf share, farmer field days, demo farms, and promotional cycles.
• Build deep relationships with commercial and emerging farmers, providing technical support jointly with the veterinary and nutrition teams.
• Drive farmer loyalty programmes, extension services, and aggregator partnerships to secure feed and DOC offtake.
• Lead customer satisfaction tracking and NPS where relevant.
• Own commercial debtor performance — DSO (target ≤ 30 days), overdue %, and bad debt provisioning.
• Chair the monthly debtors review with Finance, driving collection actions for aged receivables.
• Approve customer credit limits within delegated authority jointly with the CFO.
• Track competitor pricing, promotions, new product launches, and market share shifts across poultry and feed.
• Deliver monthly commercial intelligence reports to the executive team and board.
• Identify category white spaces, new product opportunities, and adjacent market entry options.
• Scope and monitor export and regional expansion opportunities beyond Kenya.
• Partner with Marketing (or own the function where no separate Marketing Manager exists) to drive brand equity, ATL/BTL activation, digital presence, and farmer/consumer engagement.
• Manage marketing budget and ROI reporting.
• Interface daily with Production/Operations on demand planning, forecast accuracy, and order fulfilment.
• Work with Finance on credit control, pricing, profitability analysis, and monthly commercial reporting.
• Work with Supply Chain and Logistics on cold chain integrity, delivery performance, and fleet utilisation.
• Lead, coach, and develop the commercial team across sales, key accounts, trade marketing, and customer service.
• Set KPIs, run monthly performance reviews, and build a succession pipeline.
• Design, implement and monitor Commission based incentives for Regional sales teams.

• Sales analytics (volume, value, mix, distribution, pricing elasticity)
• ERP sales modules (SAP, Microsoft Dynamics, Sage)
• CRM platforms
• Advanced Excel
• Financial literacy (gross margin, contribution margin, working capital, ROI analysis)
• Understanding of poultry and feed technical fundamentals (FCR, flock performance, feed specifications)
• Negotiation skills
• Communication skills

• Bachelor's degree in Business, Marketing, Economics, Agribusiness, Animal Science, or related field.
• MBA or equivalent postgraduate qualification is a strong advantage.
• Professional certification in sales/marketing (CIM, MSK) preferred.