Grace Karugu

Results-driven Sales and Business Development professional with 4+ years of experience spanning telesales, business development, and sales leadership across ICT, retail, and automotive-parts sectors.

Currently Sales

Manager at Elimn Limited, leading sales operations, recruitment, HR, and team performance across two consumer brands (Eagle Lights and Diamond Rims), with a proven track record of building sales infrastructure, growing partner and technician networks, managing high-performing teams, and driving revenue growth. Skilled at pipeline management, CRM systems, partner/reseller network development, and consultative B2B and B2C selling. Bilingual in English and Kiswahili, with strong relationship-building and negotiation skills.

Sales Manager (Team Lead) at Elimn Limited (Eagle Lights & Diamond Rims) (2026-06 – Present)

Sales leadership Business development & networks Operations, HR & reporting

• Lead the sales teams for two consumer brands, Eagle Lights (automotive LED/HID lighting) and Diamond Rims (rim refinishing and wheel services), with full accountability for Eagle Lights. Monthly targets are KES 1.5M (Eagle Lights) and KES 1.8M (Diamond Rims), cascaded into individual targets for each associate.
• Run the daily sales cycle end-to-end: lead morning briefings to review prior-day performance and set targets, ensure every incoming lead is assigned and contacted within 5–15 minutes, and track calls, follow-ups, quotations, and revenue in real time.
• Hold monthly team sales meetings to set targets, surface product, stock and follow-up issues, and agree a plan. Deliver hands-on coaching on products, selling scripts, closing techniques and objection handling.
• Drive down backlogs of pending quotations, dormant leads, and customers awaiting installation or stock. Collect cash from debtors, grow top accounts, and chase unpaid invoices.
• Manage the CRM lead pipeline (New, Attempted, Prospecting, Appointment Scheduled, Won/Lost), enforcing call-note logging and correct stage movement to improve lead-to-sale conversion.
• Partner with the lead technician on sales ideas, product feedback and fitment questions.
• Recruited and signed 10 vetted technicians in a single month, widening installation coverage and the network that brings in referrals and sales.
• Manage and grow a commission-based referral network (Digital Warriors) alongside reseller and technician networks, with daily outreach and activity reporting, and a weekly target of verified technician signings backed by proof of track record.
• Develop new B2B growth channels: a fleet product for schools, a partnership with ride-hailing operators (Uber/Bolt), and pitches to companies with truck and lorry fleets.
• Lead recruitment and onboarding company-wide, sourcing, interviewing, and hiring for Sales, Accounts, Customer Service, and Technician roles to keep a 19-person, multi-department team fully staffed.
• Built and manage a leave tracking system for the 19-person team across Sales, Accounts, Reception, and Technician departments, aligned to company leave policy.
• Developed customer-facing operational documentation (terms and conditions, warranty policy, and after-service scripts) to strengthen customer experience and retention.
• Took on store management and storekeeper duties, including leading a three-day stock-take, and led adoption of the Nguzo and Nia task-management tools by training team members.
• Produce weekly and daily performance reports for CEO-level review, covering sales-by-person breakdowns, trends, what worked and what didn't, lead progress and forward plans.

Business Development Executive at ABNO Software International (2026-02 – 2026-06)

• Managed end-to-end customer lifecycle from prospecting and outreach through to onboarding and long-term retention for the Intellimis school management ERP.
• Conducted product demonstrations, translating complex software solutions into clear customer value across a large pipeline spanning Kenyan TVETs, private schools, TTCs, and colleges.
• Maintained detailed CRM records of all customer interactions, follow-ups, and application progress, ensuring pipeline accuracy and conversion tracking.
• Identified cross-sell and upsell opportunities to maximise revenue per client, and relayed customer feedback and market intelligence to management.

Sales & Marketing Executive at Linen Empire (2025-02 – 2026-01)

• Prospected and converted new customers across digital and physical channels, consistently building and advancing a strong sales pipeline.
• Followed up on leads, quotations, and inquiries to maximise conversion rates and minimise drop-off.
• Resolved customer concerns and objections professionally, maintaining high satisfaction and retention scores.
• Collected and reported customer feedback and competitor intelligence to management to guide strategic improvements.

Senior Telesales Associate / Acting Manager at Copia Kenya (2020 – 2024)

• Conducted high-volume outbound and inbound calls, consistently achieving and exceeding assigned sales and revenue targets (up to 110% of KPIs).
• Identified customer needs and recommended suitable products and solutions, driving lead conversion and upselling opportunities.
• Led a team of 15 agents, monitoring KPIs including response rate, resolution rate, and customer satisfaction scores.
• Addressed customer concerns and objections professionally, implementing root cause analysis to reduce recurring issues.
• Prepared and submitted weekly sales performance and service delivery reports to senior management.
• Onboarded and continuously trained agents on product knowledge, sales techniques, and compliance, and was promoted to Acting Manager in recognition of sustained leadership excellence.

Diploma in Information & Communication Technology (ICT) – Nairobi Institute of Business Studies (2016 – 2019)