Sales & Marketing Manager

Reporting To: Director

Department: Commercial / Sales & Marketing

Location: Kiambu

COMPANY OVERVIEW

Our client is an established commercial floriculture enterprise in Kiambu County specialising in the cultivation and export of premium-quality roses to international cut flower markets.

JOB PURPOSE & SUMMARY

The Sales & Marketing Manager will drive commercial strategy international market expansion revenue growth and product diversification for the company. Reporting directly to the Director the ideal candidate will lead year-round supply negotiations build high-value buyer relationships establish competitive pricing frameworks and diversify the companys portfolio into value-added categories such as Pre-Assembled / Pack-at-Source (PAS) bouquets.

KEY RESPONSIBILITIES & DUTIES

A. Commercial Strategy Pricing & Contract Management

• Year-Round Contract Negotiation: Lead negotiations with international buyers supermarkets wholesalers to secure year-round supply agreements optimal volumes and favorable pricing terms.
• Dynamic Pricing Frameworks: Formulate and adjust competitive pricing strategies based on production costs seasonal demand peaks (e.g. Valentines Day Mothers Day Womens Day) competitor intelligence and market fluctuations.
• Sales Forecasting & Revenue Optimization: Develop data-driven sales forecasts in coordination with production teams to maximize farm profitability optimize stem-length realizations and minimize packhouse rejections.
• Annual Commercial Budgeting: Develop annual commercial budgets and monitor performance against revenue and profitability targets.
• Customer & Product Profitability: Drive profitability across customers markets rose varieties and product categories.

B. Market Development & Global Expansion

• New Market Penetration: Identify research and execute market-entry strategies into high-yield emerging and traditional export markets across Europe the Middle East EuroAsia/ Asia and North America.
• Customer Pipeline Development & Conversion: Build and convert customer pipelines into profitable sales and long-term contracts personally driving key opportunities through to closure.
• Trend & Consumer Insights: Monitor global floriculture trends shifting consumer preferences purchasing behaviors and competitor activities to position the company as a supplier of choice.
• Fairtrade Commercial Development: Grow the companys share of Fairtrade sales and maximise premiums through strategic buyer engagement and market development.

C. Product Diversification & Portfolio Management

• Value-Added Offerings: Drive product innovation by introducing new product categories such as expanding into Pack-at-Source (PAS) bouquets etc.
• Variety Management & Trial Feedback: Collaborate with agronomy and farm production teams to evaluate market appetite for existing and trial rose varieties aligning planting schedules with future commercial demand.

D. Buyer Relationship & Client Account Management

• Key Account Management: Serve as the primary commercial contact for global buyers - nurturing strong long-term B2B relationships built on trust quality consistency and reliable delivery.
• Order-to-Dispatch Communication: Oversee the end-to-end sales communication process ensuring customer orders are accurately processed packhouse dispatches are aligned and client feedback is systematically integrated into farm operations.
• Credit Control Collections & Claims: Work closely with the Finance Office to manage customer credit follow up on collections and resolve claims while minimising financial losses.

E. Strategic Management Reporting & Digital Integration

• Executive Advisory: Provide regular analytical reports and strategic recommendations to the Director regarding market shifts sales performance revenue margins and strategic risks.
• Systems Utilization: Leverage farm ERPs sales databases CRM platforms and market analytics tools to track sales pipelines buyer performance and operational KPIs.

F. Team Leadership & Cultural Development

• People Development: Lead coach and mentor the sales and marketing team setting clear individual targets performance expectations and accountability for pipeline development customer conversion revenue margins and collections whilst promoting professional growth accountability and a high-performance culture.
• Hands-On Commercial Leadership: Personally lead strategic negotiations pursue priority customer opportunities and support the team in converting complex or high-value deals while building the capability and discipline required for sustainable commercial growth.
• Cross-Functional Collaboration: Work closely with Farm Managers Agronomy Packhouse Quality Assurance Cold-Chain Logistics and Finance to align commercial commitments with production capacity quality specifications dispatch schedules cost management and cash collection.

5. KEY PERFORMANCE INDICATORS (KPIs)

What success looks like

• Revenue and budget performance

Achievement of annual and quarterly revenue targets with performance measured against the approved commercial budget

• Profitability and margin growth

Gross margin or contribution by customer market variety and product category against agreed targets.

• Pipeline development and conversion

Qualified pipeline value conversion rates new accounts secured time to conversion and revenue generated from newly acquired customers.

• Customer acquisition and retention

Growth in active profitable accounts retention of strategic buyers and revenue growth within existing accounts.

• Order fulfilment and claims

On-time in-full delivery performance rejection rates claim frequency claim resolution time and financial losses arising from claims.

• Credit control and collections

Overdue receivables debtor days collection performance against agreed terms and customer credit exposure.

• Team performance

Achievement of individual and team sales targets pipeline conversion reporting discipline and account management standards.

6. QUALIFICATIONS & EXPERIENCE

Education & Professional Background

• Education:

- Bachelors degree in Agribusiness Business Administration International Trade Marketing Horticulture or a related field.

• Work Experience:

- Minimum of 7 years of progressive experience in a Sales & Marketing Manager role specifically within the cut flower / floriculture export industry.

• Export & Standards Expertise:

- Proven track record in international perishables export markets with deep familiarity with certified industry standards (e.g. Fairtrade MPS KFC ETI).

Technical Competencies

• Deep operational knowledge of the global flower supply chain Dutch auctions (Royal FloraHolland) direct supermarket programs and cold-chain logistics.
• Practical understanding of rose varieties head sizes stem lengths (40cm - 80cm) vaselife requirements and packhouse procedures.
• Proficiency in Dansoft will be an added advantage (or a comparable ERP System)

Core Competencies & Personal Attributes

• Strategic & Analytical Thinker: Ability to translate complex market data into actionable business strategies and accurate sales forecasts.
• Commercial Acumen & Negotiation: High-level executive presence with strong contract negotiation and deal-closing capabilities.
• High Technology Quotient (TQ): Quick to adopt digital tools data-driven reporting platforms and modern communication tools.
• Agile & Creative Mindset: Proactive problem solver capable of adapting commercial strategy to sudden weather cargo or economic market shifts.

This is a hands-on commercial leadership role accountable for personally developing and converting key customer opportunities delivering profitable sales targets and building a disciplined accountable sales and marketing function.