The Role
Manages distributor sales performance, sell-out targets, inventory health, retail coverage, B2B account development, and salesforce productivity in Uganda. Responsibilities include forecasting, stock and assortment planning, trade promotions, market intelligence, retailer and institutional relationship management, team coaching, and commercial reporting. The role drives sustainable market growth through distributor and secondary-sales management.
Summary Generated by Built In
Job Title: Distributor Business Representative
Location: Uganda
Our client, an established organization in the consumer durables sector, is seeking to recruit a commercially driven and results-oriented Distributor Business Representative to manage and grow its business through appointed distribution partners in Uganda.
The successful candidate will be responsible for driving distributor sell-out, maintaining healthy distributor stock, expanding retail coverage, developing the B2B channel and ensuring sustainable and profitable market growth.
1. KEY RESPONSIBILITIES AND ACCOUNTABILITIES
1.1 Sell-Out and Commercial Delivery
• Develop and execute channel and route-to-market strategies to achieve agreed distributor sell-out (secondary sales) targets.
• Set, cascade and monitor sell-out targets across the distributor's sales team, territories and channels, and drive corrective action where performance deviates from plan.
• Support distributor purchases (sell-in) through accurate forecasting and healthy stock rotation, ensuring purchases are aligned with genuine market demand.
• Plan and execute trade promotions, product-focus drives and demand-generation activities to accelerate stock movement into and through the trade.
• Monitor sales performance, identify commercial opportunities and implement appropriate initiatives to improve sales volumes and market penetration.
1.2 Stock Health and Inventory Management
• Monitor distributor inventory levels, stock cover and ageing on an ongoing basis, ensuring stock is maintained within agreed cover corridors and ageing thresholds.
• Identify slow-moving, aged and at-risk stock early and initiate appropriate interventions, including redistribution, promotions and focused sell-out activities.
• Maintain healthy availability of priority and hero SKUs and minimise out-of-stock situations on fast-moving product lines.
• Provide inputs into replenishment planning and recommend primary orders that sustain availability without creating overstock.
• Conduct regular stock reviews and follow up on agreed inventory management actions.
1.3 Coverage and Customer Development
• Grow the active numeric footprint by recruiting new productive retail accounts and expanding qualifying outlet coverage across the assigned market.
• Ensure newly recruited accounts meet the minimum qualifying purchase value and are developed to reorder within the defined period.
• Drive purchase frequency across the active outlet base, working towards consistent purchasing activity throughout the quarter.
• Identify new market opportunities, underserved territories and potential trade accounts to strengthen distribution coverage.
• Build and maintain productive relationships with retailers, wholesalers and other trade partners.
1.4 B2B Channel Development
• Develop the business-to-business (B2B) channel across relevant product categories, building a qualified pipeline of institutional, project and trade accounts.
• Grow the number of active B2B accounts and B2B revenue in line with agreed commercial objectives.
• Manage B2B opportunities from identification through to closure and after-sales follow-up, coordinating with relevant internal stakeholders on pricing and fulfilment.
• Develop strategic relationships with institutional, corporate and project-based customers.
• Identify emerging opportunities within the B2B market and develop appropriate strategies to convert prospective accounts into active customers.
1.5 Distributor Sales Force Management
• Set routes, journey plans, territories and targets for the distributor's sales representatives and monitor their productivity and target achievement.
• Coach, support and build the capability of the distributor's sales team, increasing the proportion of representatives achieving their individual targets.
• Ensure the distributor's sales force operates with the discipline, tools and product knowledge required to represent the product portfolio effectively.
• Monitor field execution, customer coverage and salesforce productivity, implementing corrective actions where necessary.
• Work jointly with distributor management to strengthen sales execution and accountability.
1.6 Assortment and Category Management
• Ensure the distributor carries the required must-stock assortment across categories and price tiers, balancing entry-price products with profit-generating large-appliance ranges.
• Manage the priority-category mix actually sold, ensuring the business grows across categories rather than concentrating on the easiest-moving product lines.
• Provide category and range recommendations based on market performance, distribution gaps and emerging opportunities.
• Monitor product availability, category performance and customer preferences to support effective assortment planning.
1.7 Reporting, Forecasting and Market Intelligence
• Submit accurate and timely sell-out, stock and PSI (Purchase, Sales and Inventory) data in line with the established reporting calendar.
• Provide rolling demand forecasts and inputs into the planning process, ensuring agreed actions arising from business reviews are implemented.
• Compile and submit monthly market-intelligence reports covering competitor pricing, new product launches, channel developments and significant market opportunities or risks.
• Monitor commercial performance and provide management with relevant market insights to support decision-making.
• Maintain accurate sales and inventory records and ensure the integrity of submitted business information.
Requirements
2. QUALIFICATIONS AND EXPERIENCE
• Diploma or Bachelor's degree in Business, Commerce, Marketing or a related field.
• 2–4 years' experience in white goods, consumer durables or FMCG sales, including distributor and secondary-sales management.
• Demonstrated experience supervising or managing a sales team and managing stock, cover and assortment.
• Ugandan national with strong knowledge of the local retail and distribution landscape, including institutional sales.
• Experience in B2B, project and institutional selling will be an added advantage.
• Strong commercial numeracy, analytical and reporting skills.
• Proficiency in Microsoft Office applications, particularly Excel, and familiarity with ERP or sales reporting systems.
3. SKILLS AND BEHAVIOURAL COMPETENCIES
• Distributor and secondary-sales management.
• Inventory and stock-health management, including cover, ageing and out-of-stock control.
• Channel, coverage and assortment planning across price tiers.
• B2B, project and institutional selling.
• Sales-team coaching and capability building.
• Commercial numeracy, PSI analysis and reporting discipline.
• Results orientation, with a clear bias for sell-out over sell-in.
• Ownership and accountability, particularly for stock health and ageing.
• Integrity and discipline in reporting and market conduct.
• Strong interpersonal and relationship-management skills.
• Active, field-based work ethic and ability to work with limited supervision.
• Commitment to building the business across product categories and not focusing on volume alone.
Skills Required
- Diploma or Bachelor's degree in Business, Commerce, Marketing, or a related field
- 2-4 years of experience in white goods, consumer durables, or FMCG sales, including distributor and secondary-sales management
- Experience supervising or managing a sales team
- Experience managing stock, cover, and assortment
- Ugandan national with strong knowledge of the local retail and distribution landscape, including institutional sales
- Experience in B2B, project, and institutional selling
- Strong commercial numeracy, analytical, and reporting skills
- Proficiency in Microsoft Office applications, particularly Excel
- Familiarity with ERP or sales reporting systems
- Distributor and secondary-sales management skills
- Inventory and stock-health management, including cover, ageing, and out-of-stock control
- Channel, coverage, and assortment planning across price tiers
- B2B, project, and institutional selling skills
- Sales-team coaching and capability-building skills
- Commercial numeracy, PSI analysis, and reporting discipline
- Strong interpersonal and relationship-management skills
- Active, field-based work ethic and ability to work with limited supervision
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