Jacob Oduori
AREA TRADE DEVELOPMENT LEAD
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About
Results-driven Area Trade Development Lead with 10+ years of progressive experience in FMCG sales, trade marketing, and distribution management across the Mountain, Eastern, Rift Valley, and Western regions of Kenya. Proven ability to deliver 30–40% revenue growth, expand territories, launch high-performing products, and build strong distributor networks. Skilled in B2B and B2C channel management, including retail, HORECA, and general trade.
Recognized for transforming underperforming territories into high-growth regions through structured sales execution, team leadership, and route-to-market optimization.
Experience
Area Trade Development Lead - Kenchic Limited - Mountain/Eastern Region
(2023-03)
- Developed and executed regional sales strategy, exceeding annual sales targets by 30% and increasing regional revenue by 35%.
- Opened the Eastern region by onboarding 75+ new accounts, generating KES 4M additional quarterly revenue.
- Spearheaded the launch of Smoked 24pcs, leading national performance with 3 tons of weekly sales volume.
- Built and strengthened distributor network, improving market penetration and stock availability.
- Increased customer retention rate by 35% through structured JBPs and long-term contracts.
- Managed regional budgets, controlled expenses, and improved operational efficiencies.
Trade Development Representative - Kenchic Limited - Rift Valley/Western Region
(2017-09 - 2022-12)
- Surpassed annual sales targets by 32%, contributing to 40% cumulative revenue growth over 5 years.
- Expanded customer base by 120% through aggressive territory expansion and account development.
- Opened Kitale, Bungoma, Mumias, and Busia markets, generating KES 3.5M incremental quarterly revenue.
- Introduced an additional distribution truck, increasing weekly sales volume by 4 tons.
- Strengthened trade marketing execution, ensuring 100% brand availability and improved stock rotation compliance.
- Optimized route planning, improving customer coverage and revenue productivity.
Key Account Executive - Wrigley Kenya Ltd - Mountain Region
(2014-09 - 2017-08)
- Managed key distributor and modern trade accounts, consistently exceeding sales quotas.
- Increased campaign ROI through performance analysis and data-driven strategies.
- Strengthened account portfolios and improved revenue contribution across territory.
- Designed and implemented regional sales and marketing initiatives aligned to growth targets.
Team Leader - Swivel Marketing Ltd
(2012-01 - 2014-07)
- Led field marketing teams, improving project delivery timelines and execution quality.
- Coached and mentored team members to enhance productivity and client satisfaction.
- Managed client campaigns, ensuring performance compliance and service excellence.
Education
Bachelor of Business Management - Marketing Option - Moi University (2019 - 2022)
Diploma in Cooperative Management - KNEC (2015)
Certificate in Sales & Marketing (2014)
Certificate in Project Management (2013)
