Isaac Nganga
Nairobi County
Summary
Experienced leader in distributor management with a track record of over 14 years in successfully leading, onboarding, and developing distributors. Expertise in managing business revenue growth and driving sales across diverse markets. Successfully revamped and executed a new national route-to-market strategy at Aquamist, resulting in the recruitment and onboarding of 10 new distributors and a 200% growth in numeric distribution within 12 months. Doubled the market share of the bar and clubs segment to 28%. Excelled at Diageo in managing assigned distributors and developing them to gold standard level, significantly boosting the NSV contribution of premium and luxury spirits brands from 21% to 47% within three years. Led my team to drive remarkable growth in premium trade business NSV in a start-up-like environment. Successfully implemented a distributor business growth strategy at Kenya Breweries Limited, resulting in a 33% NSV growth within three years.
Overview
14
14
years of professional experience
Work History
Director of Sales & Business Development-East Africa
Richard Gray (K) Consulting
08.2024 - Current
- Strategic Responsibility: I am responsible for steering Richard Gray's growth through strategic sales execution, opportunity creation, and partnership development, ensuring Richard Gray stays competitive, profitable, and forward-looking.
- Strategically spearheaded the vision to position Richard Gray Consulting as the preeminent commercial partner in East Africa and additional regions, focusing on building trust, profitability, and respect.
- Orchestrate the cultivation of strategic alliances to bolster business opportunities and augment the firm's competitiveness in the market.
- Lead, mentor, and inspire the commercial team to elevate performance levels and explore new opportunities, transforming the unit into a data-centric, top-tier team.
- Drove a 50% increase in sales across the East African region by establishing key partnerships, penetrating new markets, and deploying cutting-edge CRM and data analytics tools for targeted outreach and customer relationship management.
- Catalyzed and achieved a 300% target growth in client acquisition through enhanced customer satisfaction levels, strategic leveraging of market insights and competitive analysis, while devising customized sales strategies tailored to East African nuances and owning P&L delivery.
Head of RTC & Commercial Operations-Kenya
Aquamist Limited-FMCG
07.2023 - 06.2024
- Strategic Responsibility: In this role, I was instrumental in aligning Aquamist's distribution and sales strategies with its overarching business objectives, ensuring sustainable growth and market leadership.
- Revamped and implemented a new national route to market strategy, leading to the successful recruitment of 10 new distributors in 2 key regions which led to a 2X numeric distribution growth within 12 months.
- Embedded commercial operations excellence in Kenya, managing the commercial budgetary requirements, P&L delivery, and ensuring Governance & Compliance adherence.
- Rolled out Channel Execution Standards for various pillars that helped define the PICOS for every pillar.
- Worked closely with the Marketing and Innovations team to introduce and scale DUMA Energy into the mass market and support visibility.
- Achieved a budget surplus of 9% by freezing unnecessary spend.
- Targeted 700 pubs, clubs, and high-end bars, resulting in a 2X market share growth in the on-trade segment by Introducing value offers, improved customer service, and enhanced sales force effectiveness, driving a 1.5X sales growth in the bar segment.
Business Development Manager-Premium Trade
Diageo-FMCG, Nairobi Region
07.2019 - 06.2022
- Strategic Responsibility: I was pivotal in driving Diageo's growth by expanding market presence through distributor management, fostering strategic partnerships and enhancing brand visibility. I was also integral to Diageo's Mission of delivering exceptional experiences through diverse portfolio of brands.
- Through experienced distributor management, I Increased Diageo's Premium and Luxury spirits brands' NSV contribution to the total division's NSV from 21% to 47% within three years by implementing right product mix, right pack and format architecture.
- Led a cross channel team of 10 direct reports, and 300 distributor team members in driving execution of trade activities ensuring Availability, Distribution, quality, visibility, promotional adherence especially around effective POS deployment and Cold Serve.
- Coached, and lead a team of super engaged Distributor sales managers, Van sales men, Key Account Managers and Reserve Account Managers to deliver business outcomes and employee engagement score of 88%. I Worked closely with HR department to ensure people development plans were supported and this led to 4 promotions within 2 years.
- Successfully led the pilot phase of project agiza (thebar.com) during COVID-19, generating incremental sales of KES 37M and increasing market share in a volatile, uncertain, complex, and ambiguous (VUCA) environment.
- Worked closely with my distributors where i orchestrated strategic partnerships with 100 high-end bars establishments, driving a 35% increase in premium product placements and facilitating a 21% regional market share growth.
Regional Sales Manager
Kenya Breweries Limited (KBL)-FMCG
07.2016 - 06.2019
- Strategic Responsibility: I was instrumental in bridging the gap between global brand strategies and local market execution, ensuring that Diageo's offerings met the evolving needs of both customers and consumers while achieving business objectives.
- Drove a comprehensive Distributor Route to market and sales strategy that resulted in a 33% increase in regional revenue within 36 months, leveraging key market insights and implementing targeted promotional campaigns.
- Cultivated strategic partnerships with Distributors and key accounts across the region, resulting in a 25% expansion in distribution network and securing exclusive shelf space for EABL's flagship products.
- Managed a team of 8 direct reports and over 200 distributor team personnel to deliver divisional performance.
Key Account Manager
Kenya Breweries Limited (KBL)
09.2011 - 06.2016
- KStrategic Responsibility: I was instrumental and central in maintaining and growing long-term mutual beneficial relationships with the company's most valuable customers such as large retail chains, distributors, and on-trade partners (e.g., hotels, bars, restaurants).
- Spearheaded premiumization agenda in KBL's most diverse region and second in NSV contribution to the overall KBL numbers.
- Developed 40 robust customer plans that helped increase premium spirits volume sales through extensive listings, experiential events, and enhanced account management standards, delivering an incremental Kshs. 49M.
- Doubled NSV growth by focusing on high NSV brand sales, accomplished through effective upselling strategies.
- Grew the market share by 2100 points over a 4.5-year period.
Education
Bachelor of Engineering - Electrical and Electronics Engineering
Egerton University
Njoro12.2010
Associate's degree - Accounting and Finance
Strathmore University
Nairobi07.2003
Skills
- Team Leadership
- P&L Management
- Competitor Analysis
- Distributor Account Management
- Marketing strategy
- Customer Service
- Commercial and Marketing Operations
- Strategic Management
- Go to Market
- Stakeholder Management
- Customer Relationship Management
- Project Management
- Crisis Management
- Sales training and leadership
- Revenue growth
- Sales funnel management
- Profitability optimization
- Revenue forecasting
- Channel development
- B to B sales
- Business development and planning
Timeline
Director of Sales & Business Development-East Africa
Richard Gray (K) Consulting
08.2024 - Current
Head of RTC & Commercial Operations-Kenya
Aquamist Limited-FMCG
07.2023 - 06.2024
Business Development Manager-Premium Trade
Diageo-FMCG, Nairobi Region
07.2019 - 06.2022
Regional Sales Manager
Kenya Breweries Limited (KBL)-FMCG
07.2016 - 06.2019
Key Account Manager
Kenya Breweries Limited (KBL)
09.2011 - 06.2016
Bachelor of Engineering - Electrical and Electronics Engineering
Egerton University
Associate's degree - Accounting and Finance
Strathmore University
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