Business Development Manager - Key Strategic Outlets

Job Title: Business Development Manager - Key Strategic Outlets
Location: Coast Region, Kenya
Reports To: DSM Coast
Function: Commercial / Sales

Context & Scope

Diageo is the world's leading premium drinks company with an iconic portfolio of brands including Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray, and Guinness. Our purpose - Celebrating life, every day, everywhere - is central to how we perform, how we create value, and how we build a diverse and inclusive culture.

Kenya Breweries Limited (KBL), part of the Diageo family, has bold ambitions to grow Net Sales Value (NSV) to $1B. This is underpinned by a focused growth strategy, world-class innovation, digital transformation, and a robust route-to-consumer model.

Through Project Fahari, we strive to elevate spirits into the most aspirational and versatile category. Our vision is to triple penetration, quintuple NSV, and reach 35% numeric distribution by FY30 through strong brand experiences and cultural partnerships.

• Develop and implement tailored Joint Business Plans with key strategic customers.
• Lead the Key Accounts Management program with distributors, maximizing value across the RTM chain.
• Identify emerging trade and consumer trends and translate them into impactful market activations.
• Define execution standards based on Diageo's 365 Essentials and ensure adherence across all touchpoints.

• Conduct detailed outlet segmentation and territory planning.
• Leverage in-depth knowledge of brand and category performance to drive persuasive selling.
• Cultivate strong customer relationships, rooted in mutual growth and performance delivery.

• Track and manage performance against key KPIs: volume, NSV, market share, distribution, and ROI.
• Drive execution excellence and compliance with AOP targets and promotional standards.
• Review customer performance using data-driven insights to optimize investment and resource allocation.

• Coach and mentor internal teams and third-party sales reps to Diageo's commercial standards (DWWS, AID, BOOST, GROW).
• Champion a performance-driven culture through regular trade accompaniments and capability building.

• Uphold Diageo's global standards, ensuring full compliance with health and safety, business conduct, and local regulatory frameworks.

• Bachelor's degree in business, Marketing, Sales, or a related field.

• 3-6 years of progressive experience in business development, key account management, or trade marketing.
• Strong commercial acumen with a track record of delivering NSV and customer value.
• Demonstrated ability to lead teams and influence cross-functional stakeholders.
• Experience in a matrixed FMCG or alcoholic beverages' environment is preferred.