Head of Distribution

Head of Distribution

Position Summary

The Head of Distribution is responsible for developing, implementing, and optimizing the company's Route-to-Market (RTM) strategy to ensure efficient product availability, regulatory compliance, and profitable market expansion across all distribution channels. The role leads distributor management, commercial execution, logistics coordination, and field operations to achieve volume, revenue, and market share objectives.

Key Responsibilities

1. Distribution Strategy & Route-to-Market

• Develop and execute distribution strategies aligned with company objectives.
• Design and optimize RTM models including direct distribution, distributors, sub-distributors, and wholesalers.
• Expand numeric and weighted distribution across urban and rural markets.
• Ensure product availability at all priority retail touchpoints, including retail outlets, kiosks, and street vendors.
• Optimize territory coverage, distributor footprint, and market penetration.
• Identify new market opportunities and support expansion initiatives.

2. Sales & Commercial Performance

• Deliver agreed volume, revenue, profitability, and market share targets.
• Develop and implement channel-specific strategies for General Trade, Modern Trade, HORECA, and other relevant channels.
• Monitor market trends, pricing structures, trade margins, and competitor activities.
• Drive execution excellence, visibility, and merchandising standards at the point of sale.
• Support the development and execution of trade marketing initiatives.

3. Distributor & Partner Management

• Recruit, assess, and manage distributor and partner performance.
• Establish and monitor distributor KPIs, including:
  • Market coverage
  • Distribution reach
  • Stock availability
  • Sales growth
  • Execution quality
• Negotiate commercial agreements, service levels, and incentive schemes.
• Ensure distributor alignment with company strategy, policies, and compliance requirements.
• Conduct regular business reviews and performance evaluations.

4. Supply Chain & Logistics Management

• Oversee warehousing, inventory management, and transportation operations.
• Maintain optimal inventory levels to prevent stock-outs and minimize excess inventory.
• Improve order fulfillment rates and delivery performance.
• Coordinate closely with Supply Chain, Procurement, and Finance teams.
• Drive efficiency improvements throughout the distribution network.

5. Data Analytics & Performance Management

• Define, monitor, and report key distribution metrics, including:
  • Numeric Distribution
  • Weighted Distribution
  • Sell-In and Sell-Out Performance
  • Stock Cover
  • Distributor Productivity
  • Service Levels
• Utilize data analytics tools to identify opportunities and performance gaps.
• Prepare monthly and quarterly management reports.
• Drive continuous improvement through fact-based decision making.

6. Regulatory Compliance & Risk Management

• Ensure full compliance with applicable tobacco regulations and company policies.
• Monitor and mitigate risks related to illicit trade, product diversion, and financial exposure.
• Maintain strong governance and control standards throughout the distribution network.
• Collaborate with Legal and Regulatory Affairs teams on compliance matters.

7. Leadership & Team Management

• Lead, coach, and develop regional distribution and field sales teams.
• Establish clear performance objectives and accountability measures.
• Conduct performance reviews and succession planning activities.
• Build organizational capability through training, coaching, and mentoring.
• Foster a high-performance, customer-focused culture.

Qualifications

Education

• Bachelor's Degree in Business Administration, Supply Chain Management, Logistics, Marketing, Commerce, or a related field.
• Master's Degree (MBA or equivalent) is an advantage.

Required Experience

• 8–15 years of progressive experience in FMCG, tobacco, beverage, or related distribution-driven industries.
• Proven experience leading multi-channel distribution operations.
• Strong understanding of Cameroon market dynamics and trade environment.
• Demonstrated success in managing large distributor networks and RTM transformation initiatives.
• Experience leading geographically dispersed teams.

Essential Knowledge

• Route-to-Market strategy and execution
• Distribution management and channel development
• Commercial planning and pricing management
• Logistics and supply chain operations
• Regulatory and compliance requirements within the tobacco industry
• Risk management and controls
• Market intelligence and competitive analysis

Essential Skills

• Strong commercial mindset
• Strategic thinking and execution excellence
• Leadership and people management
• Analytical and problem-solving skills
• Negotiation and stakeholder management
• Excellent communication and interpersonal skills
• Organizational and planning abilities
• Ability to work under pressure and manage multiple priorities
• Advanced proficiency in Microsoft Office Suite, particularly Excel and PowerPoint

Preferred Skills

• Advanced Route-to-Market optimization expertise
• Distributor network design and development
• Financial planning and commercial analysis
• Data analytics and business intelligence tools
• Supply chain integration and logistics optimization
• Change management and transformation leadership
• Market intelligence and competitive strategy

Technical Competencies

• Route-to-Market Design
• Distribution Network Optimization
• Commercial & Financial Acumen
• Logistics & Supply Chain Management
• Performance Analytics & KPI Management
• Regulatory Compliance Management
• Strategic Planning & Execution

Leadership Competencies

• Strategic Leadership
• Results Orientation
• Accountability
• Resilience and Adaptability
• Influencing and Negotiation
• Stakeholder Management
• Decision Making Under Uncertainty
• Team Development and Coaching
• Change Leadership