Benson Muchiri

Strategic and commercially driven Sales and Business Development Leader with 15+ years of experience in sales strategy, business development, customer acquisition, key account management, market expansion and commercial leadership across Kenya and East Africa. Proven experience leading sales teams, developing national and regional growth strategies, managing customers and distributors, strengthening retention and using pipeline, KPI and market data to drive decisions. Commercial results include 35% YoY business growth, 30% sales growth, 25% revenue growth and 25% new-business growth.

Strong background in CRM, forecasting, negotiation, stakeholder management, customer engagement and cross-functional execution.

EAST AFRICA SALES & MARKETING MANAGER at Marura Proteen – East Africa (2025-08 – Present)

• Develop regional sales and business-development strategies and annual plans, contributing to 35% year-on-year business growth.
• Identify new markets, institutional opportunities, customer segments and cross-border business opportunities.
• Build and manage relationships with government projects, agro-dealers, stockists, commercial customers and strategic partners.
• Negotiate commercial agreements, pricing structures, supply terms and partnership arrangements.
• Engage government institutions, industry associations and key commercial stakeholders to strengthen market presence.
• Coordinate Sales, Marketing, Technical, Supply Chain and Logistics teams to deliver commercial commitments and customer solutions.
• Represent the organization at industry events, trade shows and stakeholder engagements.

COUNTRY SALES & MARKETING MANAGER at Sanergy Ltd. (Regen Organics – Farm Star) (2019-12 – 2025-08)

• Led a team of 10 Sales Representatives across customer acquisition, market development and account growth.
• Delivered 30% sales growth within the first year, increased revenue by 25% and expanded the customer base by 15%.
• Worked with Kakamega County Government on development of an organic fertilizer plant in Matawa, Mumias.
• Developed stakeholder relationships across Nyandarua, Murang'a, Kirinyaga, Embu, Meru and Laikipia to support supply and market development.
• Supported opportunities related to the Kenya fertilizer subsidy programme and supply of organic fertilizer.
• Worked with Equity Bank to develop an ecosystem for financing agro-dealers, enabling purchases of organic fertilizer from Sanergy.
• Built and maintained strategic customer and stakeholder relationships, improving customer retention by 20%.
• Used sales performance information and market intelligence to support forecasting, account planning and commercial decisions.

REGIONAL BUSINESS DEVELOPMENT MANAGER at Tough Stuff International (2011-01 – 2016-06)

• Led regional business development, strategic partnerships, customer acquisition and market expansion.
• Generated 25% growth in new business through strategic customer and partner development.
• Built relationships with NGOs and development organizations including World Vision, Christian Aid, Norwegian Refugee Council and Catholic Relief.
• Worked with the Ashden Fund on a solar project serving rural communities and managed project/business-development activities.
• Prepared a proposal for World Vision to support acquisition of solar solutions for rural communities.
• Negotiated commercial and supplier agreements, reducing costs by 20% and improving profit margins by 15%.
• Managed and developed a team of 5 Sales Representatives.

SALES MANAGER at Farm Feeds

• Managed sales and business-development activities within the animal-feed sector.
• Built relationships with farmers, distributors, agro-dealers and livestock-sector stakeholders.
• Supported market development and customer acquisition across Kenya.
• Participated in farmer training programmes across Kenya, supporting product knowledge, adoption and customer engagement.

Bachelor of Commerce in Commerce – University of Nairobi (2000)