Direct To End User (DTEU) Lead

Job Title:

Direct To End User (DTEU) Lead

About the Function & Team:

Kenya Breweries Limited (KBL), part of East African Breweries Limited (EABL), is the market leader in the Total Beverage Alcohol category and proud custodian of iconic global and local brands including Johnnie Walker, Smirnoff, Baileys, Don Julio, Tanqueray, Singleton, Captain Morgan, Guinness, White Cap & Tusker Lager.

At KBL, our commercial success is powered by how we connect with consumers wherever they are and however they choose to celebrate. Under the Fahari agenda and KBL's F30 ambition, we are building future-fit growth through advantaged Route-To-Consumer (RTC), world-class execution, digital transformation, and emerging commercial models.

The Emerging Channels team works cross-functionally across Commercial, Marketing, Advocacy, E-commerce, Commercial Operations, IT, Finance, and external partners to deliver scalable, culturally relevant, and commercially viable consumer experiences.

The DTEU Lead plays a key role within this team by ensuring high-quality execution, operational rigor, and flawless delivery of Direct-To-End-User initiatives.

Context/Scope:

EABL is the region's leading premium drinks company operating across East Africa through:Kenya Breweries Limited (KBL), Serengeti Breweries Limited (SBL) and Uganda Breweries Limited (UBL).

KBL operates across supply (production of beer and spirits) and demand (marketing, commercial execution, and driving products to consumers)

KBL's Commercial Strategy is anchored on:

• On-Trade Transformation through occasion-based outlet segmentation and Brand Building Consumer Experiences

• Revenue Growth Management to deliver quality growth supported by smart trade investment

• Process Transformation underpinned by digital transformation

• Shopper Marketing focused on delivering best-in-class shopper experiences and building emerging channels

• Commercial Capability & Engagement through building a high-performing and diverse team.

KBL operates in a highly competitive and constantly evolving Total Beverage Alcohol environment and consumers increasingly demand convenience, personalization, premium experiences, and seamless digital engagement across their consumption journey. Emerging Channels play a meaningful role in meeting these needs by enabling direct-to-consumer access, new occasions, and improved brand experiences.

Within this context, Direct-To-End-User (DTEU) platforms such as gifting, concierge services, bundled experiences, and dial-a-party solutions are key drivers of accessibility, convenience, and incremental growth.

This role focuses on delivering DTEU initiatives by ensuring strong operational delivery, seamless fulfillment, and high-quality consumer experience across all platforms and partners.

Purpose of Role:

The DTEU Executive is accountable for driving Direct-To-End-User initiatives and platforms to drive consumer engagement, convenience, and incremental commercial growth.

The role translates strategy into action by delivering seamless execution of DTEU propositions, ensuring operational excellence across ordering, fulfillment, and delivery, and maintaining high-quality consumer experiences across all touchpoints.

The role is expected to:

• Complete DTEU plans and initiatives in line with Emerging Channels strategy
• Ensure seamless end-to-end consumer experience across DTEU platforms
• Drive outstanding operational performance in ordering, fulfillment, and delivery
• Support delivery of net sales value, sales quantity, and customer interaction through DTEU

• Supports delivery of NSV, volume, and margin targets through DTEU initiatives
• Delivers DTEU investments in line with approved plans to deliver return on investment
• Contributes to Emerging Channels growth and performance targets
• Contribute to the delivery of an optimized brand portfolio across DTEU platforms, driving premiumisation, high NSV brands, and margin growth

• Increasing demand for convenience-led and digital consumption
• High consumer expectations on speed, service, and experience
• Dependence on third-party platforms and logistics providers
• Need for seamless integration across commercial, digital, and operational teams

• Build strong understanding of DTEU consumers, occasions, and market trends to identify growth opportunities
• Plan and implement DTEU initiatives (campaigns, gifting, bundles, events, and experiences) to drive NSV
• Manage end-to-end operations including order fulfilment, stock coordination, and delivery performance
• Ensure excellent product availability, clear communication, and consistent execution across all platforms
• Deliver high-quality, flawless, and premium consumer experiences across all touchpoints
• Collaborate cross-functionally and manage external partners to ensure aligned and efficient execution
• Track and optimise performance across key metrics (sales, conversion, service levels, return on investment)
• Manage budgets, monitor cost efficiency, and ensure accurate reporting and governance

• Seamless execution of DTEU platforms with high service levels and consumer happiness
• Growth in DTEU-driven NSV, volume, and consumer engagement
• High operational efficiency across fulfilment and delivery processes
• Consistent, premium-quality consumer experiences across all touchpoints
• Strong partner coordination and execution alignment
• Measurable return on investment and continuous improvement across DTEU initiatives

• Ensure compliance with KBL Code of Business Conduct, policies, and governance frameworks
• Adhere to legal, regulatory, and safety requirements across all DTEU activities
• Ensure proper management of budgets, assets, and trade materials
• Maintain audit readiness and compliance with internal control frameworks
• Ensure responsible and compliant consumer engagement

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

• 2-4 years' experience in FMCG, e-commerce, sales, or commercial roles
• Exposure to D2C, delivery platforms, or digital commerce advantageous
• Strong execution and operational management capability
• Strong collaborator coordination and communication skills
• Ability to manage multiple priorities and timelines
• Strong analytical and problem-solving capability
• Interest in digital, consumer experience, and emerging trends