About the Organisation

Uganda Breweries Limited (UBL), a subsidiary of the global beverage giant Diageo, is a leading beverage manufacturer in Uganda, renowned for producing high-quality alcoholic and non-alcoholic drinks, including well-known brands such as Bell Lager, Nile Special, and Guinness Uganda. Established in 1946, UBL has grown from a modest brewery to a major player in Uganda’s beverage market, with a strong presence in export markets.

The company’s mission is to enhance lives and contribute to economic growth through innovative, high-quality products. UBL fosters a dynamic, people-centered work environment that promotes diversity, inclusion, and teamwork, offering employees opportunities for professional growth and flexible work arrangements. Guided by core values of integrity, respect, and excellence, UBL is committed to corporate social responsibility, supporting health initiatives, environmental sustainability, and youth empowerment. For more information, visit www.ugandabreweries.com.

Job Summary

The Regional Sales Manager at Uganda Breweries Limited (Diageo) will provide leadership and guidance to the regional sales team, implementing sales plans and strategies to maximize growth and achieve key performance indicators (KPIs). This field-based role, within the Demand Sales department, involves managing distributors, driving brand growth, and enhancing market share in a competitive and complex beverage market.

The Regional Sales Manager will serve as the primary liaison between UBL and its distributors, ensuring excellent execution across all channels and supporting long-term business growth.

Roles, Duties, and Responsibilities

Managing Distributors and Trade

Establish processes to ensure customer profitability and sustainable distributor business operations
Monitor distributor performance and ensure compliance with regulations and operational standards
Develop and implement distributor management programs (BPMs) to enhance capabilities
Build and maintain an efficient distribution network to ensure product availability
Provide distributors and customers with information on new or improved products to boost sales
Foster strong relationships with key customers across all channels
Ensure cooler deployment, maintenance, and compliance with company policies
Conduct ad hoc route audits to verify coverage as per TMDR/MDR travel plans
Perform at least three night visits per week to monitor operations

Contact and Coverage

Optimize routes to market to improve distribution and market share
Embed omni-channel and e-commerce platforms (e.g., Diageo One, DTEU) to meet specified goals
Ensure distributors have the necessary tools to achieve UBL business objectives
Implement daily route coverage and VSM management, ensuring 100% Journey Planning, JPA, and route frequency
Achieve full coverage, at least 80% CD striking rate, and meet call frequency goals

Data Management and Correctness

Maintain an accurate and updated outlet universe, adjusting resources as needed
Ensure accurate data for outlet segmentation and regional needs
Align DMS stock positions with actual stock in distributor warehouses (maximum 5% variance)
Ensure all CDs use DMS for selling and marketing efforts
Achieve 100% TRAX tracking of the targeted retail universe monthly

People and Capability Growth

Train and develop the sales team to maintain motivation and retention
Support the sales team in meeting quarterly and annual sales targets
Enhance selling skills of UBL sales team, merchandisers, and VSM crews to meet QDVPP criteria
Ensure all VSMs in the region complete VSM Academy training
Verify daily van loading to ensure the correct balance of brands for routes

Trade Marketing, Promotions, and Events

Drive high standards of execution across the region
Develop plans for retail and stockist stores to establish and promote brands
Execute centrally coordinated TBA and brand-led promotional activities per the brief
Ensure accurate recording of assets (e.g., coolers, POS) in the DMS per outlet

General Responsibilities

Establish and ensure compliance with sales administration procedures
Maintain a safe work environment that meets safety standards
Conduct frequent market visits to monitor route coverage, competitor activities, and identify opportunities
Manage the region’s P&L and control costs to ensure profitability
Develop sales plans and budgets to exceed annual sales targets
Monitor the sales budget to optimize resource allocation

Qualifications, Education, and Competencies

Bachelor’s degree in a business-related field
At least 5 years of sales experience in a fast-paced FMCG industry, including at least 2 years in a management role
Extensive experience managing people and/or working in a commercial setting in the consumer products industry
Strong relationship management and influencing skills
Proven success in a high-demand sales organization
Experience leading a medium-sized team
Demonstrated history of driving sales results
Inspirational leadership and coaching skills
High financial and P&L literacy, with strong planning and project management abilities
Skills in performance management, change management, selling, solution-finding, training, and development