The Sales Head - Africa is responsible for leading and growing an international sports brand across Distribution, MBO (Multi-Brand Outlets), and SIS (Shop-in-Shop) channels across Africa, with a primary focus on East Africa. This is a pioneering role responsible for establishing and scaling the brand's retail and distribution footprint across the region.
The role drives sell-in and sell-out performance, expands retail presence, builds strong partnerships with distributors and retailers, and ensures operational excellence across all partner stores. This position is suitable for a senior commercial leader with strong existing industry connections across distribution, MBO, and SIS channels within the African sports retail ecosystem.
Key Responsibilities
Distribution Channel Management
Develop and execute the distribution strategy for Africa.
Identify, appoint, onboard, and manage regional distributors.
Ensure effective market coverage across African markets.
Track distributor performance, inventory hygiene, and secondary sales.
Conduct monthly and quarterly business reviews with distributors.
MBO (Multi-Brand Outlets) Management
Expand presence across top national and international MBO partners.
Negotiate margins, pricing, payment terms, and assortments with MBO accounts.
Drive ideal assortment planning across running, football, lifestyle footwear, and accessories.
Monitor competitor activity and recommend corrective actions.
Drive VM execution, retail staff training, and brand visibility
SIS (Shop-in-Shop) Management
Identify retail chains and locations suitable for SIS formats.
Lead end-to-end SIS setup, including space negotiation, fixture installation, product mix planning, and visual merchandising.
Monitor SIS sales performance and improve productivity.
Sales Operations & Performance
Achieve monthly, quarterly, and annual sell-in and sell-out targets.
Manage product launches, pricing, promotions, and stock rotation.
Prepare sales forecasts and align with supply chain teams.
Conduct regular market visits for execution checks and feedback.
Team Leadership & Training
Lead and mentor sales executives, merchandisers, and SIS staff.
Conduct regular product and sales training for distributors and retail teams.
Develop a high-performance culture, supported by clear KPIs and structured reviews.
Business Development & Market Expansion
Identify new retail opportunities in malls, sports hubs, and urban centres.
Drive expansion into emerging towns and high-potential cities.
Lead competitive strategies to increase market share.
Reporting & Data Analysis
Prepare daily, weekly, and monthly sales and market reports.
Analyse sell-through, stock ageing, and regional trends.
Provide insights on best sellers, slow movers, and customer behaviour.
Manage key accounts, distributors, and retail partners.
Minimum Qualifications & Requirements
Bachelor's degree in Business, Sales, Marketing, or a related field.
Minimum 10+ years' sales experience, preferably in sports footwear, sports apparel, accessories, or sports equipment.
Strong knowledge of the African retail and distribution ecosystem.
Experience handling distributors, MBOs, and SIS formats.
Proven record of achieving sales targets.