Job Title:

Distribution Manager



Reports To:

Sales Director


Serengeti Breweries Limited is a fully integrated beverage business in Diageo Africa (supply and demand for beer, spirits and soft drinks). It is a subsidiary of East Africa Breweries Limited, the largest business unit in Diageo Africa and the largest listed Company on the NSE in Kenya. 
SBL was incorporated in 1988 but commenced commercial operations in 1996 with one brewery in Dar es Salaam. The company was acquired by EABL in 2010 and has three breweries located in Dar es Salaam, Mwanza and Moshi. SBL key beer brands include Serengeti, Tusker and Senator, as well as distribution of global Diageo spirit brands.


To support SBL to achieve its set business objectives


This role impacts on SBL and distributor profitability through distributor management, business development and financial management.

Market Complexity:

SBL operates in a competitive environment and in a vast geography. The main player in the beer industry is Tanzania Breweries Ltd. (TBL), a subsidiary of SABMiller, who until recently were a third party manufacturer of EABL brands Tusker, Pilsner and Guinness. As a result of the cessation of the agreement between TBL and EABL, there is heightened competitive activity in that market.
Inflation rates remain high in Tanzania (7.5% expected in F11) and average income per capita is less than 1 USD per day. The GDP growth is estimated at 6.4% and is expected to grow to 7.1% as investment, trade and tourism pick up. There is growing consumer affluence and consumerism, giving rise to greater opportunities in our product categories.

Leadership Responsibilities:

This individual will champion our Rural to Consumer (RTC) strategy though distributor management and development, distributor profitability, and build rural and urban distribution capabilities. The candidate will manage distributors territories, and develop and lead plans to assist ailing distributors

Purpose of Role:

To establish and manage distributor KPI’s and manage distributors weekly and monthly primary sales to achieve SBL and distributors primary sales targets
TOP 3-5
  • Plan and manage distributors primary sales to achieve their targets
  • Making sure that distributors KPI’s are understood and adhered to by all distributors
  • Develop and support urban and rural distribution initiatives
  • Manage distributor areas and establish punitive measures for those operating outside their areas
  • Lead initiatives to assist poor performing distributors to revive their businesses

Qualifications and Experience Required:

  • University degree, preferably in business administration.
Personal Attributes:
  • Excellent in interpersonal communication,
  • Ability to attract and work with credible partners
  • Ability to take business-related initiatives to produce positive business results.
  • Proven track record in leading successful FMCG distribution team
  • Able to lead or work effectively in cross-functional teams
Skills Set:
  • Leadership skills
  • Salesmanship skills
  • Communication skills
  • Presentation skills
  • Negotiation skills
  • Analytical and computer using skills


Barriers to Success in Role (Optional):

·Inability to build good interpersonal relationship with sales team members and key partners

·Low organisational and time management skills

  • Failure to convince and attract key stakeholder
  • Inability to communicate effectively and influence behaviour change
  • Insufficient drive and resilience to achieve desired results