Denis Mutai

Seasoned Sales specialist and in Business Development with over 5 years of experience in FMCG sales and distribution.

• Skilled in Market and Competitor Research, Brand Category Management, Brand Loyalty and Curating the best Brand Engagements.

Work Experience

Acting Field Sales Representative, Eldoret East

March 2023-June 2023 

Building a cohesive work stream between myself and the distributor team serving Eldoret East

Cultivating healthy relationships with my customers in a bid to unlock commercial opportunities in my market

Recruiting outlets on to the Distributor Management System and ensuring the outlets are served by the distributor

Reviewing distributor performance and coming up with sales strategies that help deliver the Peak.

Management of assets within my territory by ensuring they are utilized in the best way possible

Listing of innovation brands in my market and assisting outlets to sell out their stocks with winning strategies.

Trade Impact Representative - Eldoret

Sheer Logic Consultancy

October 2022- Present Day

Responsibilities:

Ensure territory distribution objectives of brand availability stock holding and stock rotation is achieved

Listing and Driving numeric distribution for innovation brands with the assigned territory

Spearheading price conversations in trade to our brands are fairly priced for the consumer

Ensure placement of visibility material in outlets across the territory in a bid to influence consumer behavior

Checking on the quality of our brands I. E expiries, cooler maintenance and utilization

Gathering and communicating competitor Intel in the market in a timely fashion to ensure we stay ahead of competitors heels.

Onboarding new outlets on DMS and Diageo one in a bid to fix Route-to-Market

Supporting The Bar and onboarding qualifying outlet in a bid to fortress Omni-channels

Achievements:

• Managed to close in on RTM gaps in the North-Rift Territory buy onboarding 109 outlets on The Distributor Management System which translated in 26% contribution to overall NSV in Q4.
• My efforts all contributed to growth on innovation brands in the Ready To Drink/Ready To Serve and Premium and Reserve Gin and Whisky category by 6% in Eldoret East through premiumization of key outlets
• Providing key Intel on counterfeit Brands and actors that didn’t promote responsible drinking hence contribution to recovery market share in the lower mainstream category.

Diageo 1 Account Representative 

Tradco Services Limited

February 2022 - Present

Diageo One Account Representative

Role: Distributor Onboarding and Support; Market Research; Value Stream Mapping; Consumer Behavior Research; Trend Analysis Inventory Management; Product Layout Management; and Competitor Analysis and Reporting.

Achievements

• Delivered 95% reordering levels via Diageo 1 with a cumulative Net sale value of 7.1million in the past two months.
• Secured 46% listing of reserve and premium brands in focus in 70% of outlets within my territory.
• Managed merchandising for over 31 outlets in the North territory delivering 98% coverage in my universe weekly, driving uptake of Diageo 1 orders, and numeric distribution for innovation brands.
• Developed 2 promotion campaigns to counter loss of market share on the Tusker and Guinness brands leading to an increase in uptake of 7% and 4% respectively in all the outlets in my territory.

Education

BA Human and Social Sciences Daystar University 2016

(Integrated Community Development)

Diploma in Human and Social Sciences Daystar University 2013

(Community Development)

Professional Development

Basic First Aid and Fire Safety The Kenya Red Cross Training Institute 2012