Dynamic Sales & Marketing Executive - East Africa Growth Leader

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ABDIDEK SHEIKH YAKUB

Cell: +254********* +252-**-******* Email: *******.*****@*****.***

Dynamic and results-driven Sales and Marketing Executive with 18+ years of progressive experience leading revenue growth, market expansion, and business development across East Africa and the Horn of Africa. Proven track record in developing and executing high-impact sales strategies, building and managing high-performing teams, and establishing profitable partnerships in diverse markets, including Kenya, Somalia, and Somaliland. Highly skilled in identifying market opportunities, negotiating key accounts, and implementing efficient route- to-market models that consistently deliver measurable business outcomes. Recognized for exceeding sales targets, strengthening distributor networks, and launching brands that achieve top market positions. Strategic leader with strong expertise in P&L management, market intelligence, brand development, and operational excellence.

• Strategic Sales Planning & Execution – Designing and implementing sales strategies to drive revenue growth and market penetration across multiple regions.

• Business Development – Identifying and securing new business opportunities, key accounts, and partnerships to expand market share.

• Route-to-Market & Distribution Management – Developing efficient distribution models, optimizing logistics, and ensuring product availability in diverse markets.

• Key Account Management – Negotiating and maintaining relationships with wholesalers, distributors, retailers, and institutional clients.

• Team Leadership & Performance Management – Building, mentoring, and managing high-performing sales teams to achieve targets and operational excellence.

• Market Analysis & Competitive Intelligence – Monitoring market trends, competitor activity, and pricing to inform strategic decisions.

• P&L Management & Revenue Forecasting – Managing budgets, controlling costs, and ensuring profitable operations at the country and regional level.

• Brand Development & Positioning – Driving brand visibility, product launches, and marketing campaigns to establish market leadership.

• Customer Relationship Management – Developing strong client relationships to enhance loyalty, retention, and repeat business.

• Negotiation & Contract Management – Securing long-term agreements and strategic partnerships to support sustainable growth.

• Operational Excellence – Streamlining processes, improving efficiencies, and implementing systems to support scalable growth.

COUNTRY SALES MANAGER

Golden Africa- Somalia August 2024-- September 2025 Duties and Responsibilities

• Developed and executed national sales strategies for edible oils and FMCG commodities, aligning with regional growth objectives.

• Led the establishment of sales and distribution operations across Somalia, including key hubs such as Mogadishu, Hargeisa, and Berbera.

• Built and maintained strong relationships with distributors, wholesalers, government entities, and institutional buyers.

• Monitored market dynamics, pricing, and competitor activity to guide strategic decision-making.

• Managed country-level P&L, ensuring consistent revenue growth and cost optimization. PROFESSIONAL SUMMARY

KEY SKILLS AND COMPETENCIES

PROFESSIONAL EXPERIENCE

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• Coordinated with logistics, supply chain, and warehouse teams to ensure timely product availability and customer satisfaction.

• Oversaw compliance with company policies, credit controls, and pricing structures. Achievements:

• Successfully launched Golden Africa’s presence in Somalia, establishing distribution networks in over 10 major cities.

• Grew monthly sales volume by 40% within six months through aggressive market penetration and distributor engagement.

• Negotiated and secured long-term supply agreements with leading wholesalers and retail chains, increasing market visibility.

• Introduced structured route-to-market systems, improving product availability and efficiency across major regions.

• Built and trained a local sales team of 15 professionals, improving territory management and customer retention.

• Strengthened brand recognition for Golden Africa products, positioning them among top three imported edible oil brands in Somalia.

COUNTRY SUPERVISOR. SOMALIA

Laboratory and Allied Limited, Kenya February 2023- to July 2024 Duties and Responsibilities

• Oversaw the daily operations of the company's branch in Somalia to ensure efficient and effective activities.

• Developed and implemented strategies aimed at increasing the company's revenue and market share in Somalia.

• Established and maintained strong relationships with customers, suppliers, and other stakeholders to promote customer satisfaction and loyalty.

• Managed a team of employees by conducting hiring, training, and performance management.

• Conducted regular performance evaluations and provided constructive feedback to employees to enhance their growth and development.

• Ensured that all employees adhered to the company's policies, procedures, and standards.

• Monitored and reported on key performance indicators to track the company's progress toward its goals and objectives.

• Identified and mitigated risks that impacted the company's operations and profitability.

• Represented the company at industry events, conferences, and other networking opportunities.

• Collaborated with other departments within the company to ensure that all activities were aligned with the company's overall goals and objectives.

• Achievements:

• Achieved a 20% reduction in employee turnover by introducing an employee recognition program, which improved employee satisfaction and retention.

• Implemented cost-saving measures that reduced operational expenses by 12%, contributing to the company's overall profitability.

COUNTRY MANAGER- SOMALIA & SOMALILAND

Dawa Kenya Limited January 2019 to January 2023

Duties and Responsibilities

• Provided strategic leadership by developing and implementing effective policies and procedures to improve service delivery, increase sales revenue, and ensure efficient use of resources.

• Conducted regular market analysis, identified potential customers, and developed marketing campaigns to increase brand awareness and market share.

• Managed relationships with distributors, direct sales representatives/agents, and retailers/wholesalers to increase product availability and ensure pure visibility in the area of jurisdiction.

• Developed and executed sales strategies, monitored sales performance, and provided feedback to 3

sales agents to meet monthly sales targets.

• Conducted performance evaluations, provided feedback, and trained staff to improve organizational efficiency and productivity.

• Ensured compliance with financial regulations, monitored budget utilization, and conducted audits to ensure efficient and effective use of financial and human resources. Achievements:

• Activated current trade/key accounts, increasing the company's visibility and market share in the region.

• Activated major hospitals in Somalia & Somaliland, successfully establishing relationships with key decision- makers and increasing the availability of the company's products in the healthcare sector.

• Penetrated major public health institutions and made sure the company's brands were available in pharmacies across Somalia & Somaliland, increasing product availability and accessibility to the general public.

• Introduced pharmaceutical brands to major Doctors and healthcare practitioners across Somalia and Somaliland, successfully establishing the company's brand reputation and increasing awareness of its products among medical professionals. NATIONAL SALES MANAGER

Ramaas Ltd- National distributor for Unicharm products in Kenya March 2017 – August 2018 Duties and Responsibilities

• Appointed distributors, stockiest, and wholesalers across Kenya, effectively expanding the company's reach and market penetration.

• Managed sales teams throughout Kenya, providing leadership and guidance to ensure optimal performance and achievement of sales targets.

• Monitored and analyzed competition activities, gathering insights to inform strategic decision- making and maintain a competitive edge in the market.

• Implemented effective route-to-market strategies, ensuring 100% availability of the company's products and services in my region.

• Developed and executed successful business development plans, resulting in consistent business growth in retail and institutional markets and increased market share. Achievements:

• Appointed national and territorial distributors across Kenya to expand the company's reach and ensure the availability of its products.

• Consistently achieved my global sales targets, which contributed to the growth of the company and increased its revenue.

• Activated modern trade/key accounts such as East Mart, Quick Mart, Kassmart, Ottomat, Gillanis, and Chandarana Supermarkets across Kenya, which increased product visibility and brand awareness.

• Activated all baby shops in Nairobi, along Biashara Street, Mombasa, and Kisumu, which increased the distribution channels and market share of the brand.

• Penetrated major hospitals and ensured my diaper brand was available in all maternity hospitals in Kenya, which increased the credibility and trust of the brand in the market. BUSINESS DEVELOPMENT MANAGER-NAIROBI EAST

Pepsi Cola Kenya- SBC Kenya LTD April 2015- Jan 2017 Duties and Responsibilities

• Led the process of appointing Distributors, Stockiest, and Wholesalers while maintaining the highest level of professionalism and ethics.

• Successfully executed market development plans, resulting in increased revenue and market share for the company.

• Evaluated Distributor's P&L accounts and Balance Sheets, providing insights and recommendations to improve their performance.

• Determined and evaluated the Mapping and Boundaries of our Partners, ensuring optimal 4

distribution coverage and market reach.

• Maintained a comprehensive reporting system and provided regular updates to the Managing Director on a daily basis.

• Established Ex-Factory Pricing and Mode of Transportation for our Partners, resulting in improved efficiency and cost savings.

Achievements:

• Successfully transitioned the distribution network from direct to indirect, resulting in a 50% reduction in operational costs.

• Appointed 27 distributors within three months of my appointment, expanding the company's reach and improving product availability.

• Reduced and managed operational costs of distributors by 34%, resulting in increased profitability for the company.

• Appointed 127 stockists and wholesalers, ensuring an efficient distribution network and increased sales.

• Conducted mapping and boundary assessments for all distributors and stockists in Nairobi, improving logistics and reducing delivery times.

• Introduced a one-load credit system that increased sales by 31%, contributing to the company's overall growth and success.

TERRITORY MANAGER- NORTHERN KENYA & NAIROBI EAST

Essar Telecom Kenya Ltd- YU Mobile, March 2010- January 2015 Duties and Responsibilities

• Developed and implemented effective sales and marketing strategies, analyzed market trends, and aligned the business to situational market environments, ensuring optimum returns.

• Successfully drove consistent business growth in retail and institutions by increasing market share and generating indirect sales revenue.

• Achieved monthly targets by effectively managing distributors and implementing various sales programs in my assigned region.

• Ensured 100% availability of the company's products and services in my region through effective route-to- market strategies.

• Conducted market research, gathered and analyzed competitor information on pricing, new market entrants, and anticipated competitor actions, and provided recommendations for proactive actions.

• Effectively implemented retail programs to meet sales objectives, monitored and supervised distributor sales agents, and provided training and empowerment to maximize their potential.

• Managed relationships with distributors, direct sales representatives, and retailers to ensure high customer satisfaction levels.

• Ensured pure visibility in my area of jurisdiction and came up with innovative ideas to improve market share.

Achievements:

• Achieved 50% growth in high-learning institutions by introducing new products and opening more outlets, resulting in increased revenue and market share.

• Grew the subscriber base from 2,000 to 16,000 in just two years, expanding the customer base and increasing revenue.

• Recognized as the best territory manager in 2011-2012 and awarded the "Top Achievers" award in the entire Nairobi East region in 2012-2013, indicating outstanding leadership and management skills.

• Actively championed the SSO-Simcard selling outlets recruitment drive in the entire Athi Region in 2012, resulting in increased revenue and market share.

• Achieved a 500% increase in revenue volume, from KES 4,000,000 to KES 20,000,000 in the first two years, demonstrating exceptional business acumen.

• Received a rating of '5', the highest rating possible in Essar Group, for outstanding performance during 2011- 2012 and 2012-2013, reflecting exceptional dedication and commitment to achieving 5

company objectives.

KEY ACCOUNTS SALES REPRESENTATIVE

NACIF General Trading Company- Mombasa, Kenya May 2007- Nov 2009 Duties and Responsibilities

• Developed accounts: Achieved profitable growth by increasing sales volumes and recruiting new accounts.

• Implemented merchandising standards: Ensured compliance with recommended retail pricing, maintained cleanliness of products and assets, and monitored adherence to merchandising guidelines.

• Generated orders: Directly involved in order generation to achieve sales targets and ensure absolute availability of products in outlets.

• Managed company assets: Monitored proper use and good working condition of assets, reported any incidents, and educated retailers on recommended usage Achievements:

• Achieved a 25% increase in Nakumatt sales from 2007 to 2008 by expanding Points of Sale (POS) by 30% across the Coast region.

• Coordinated merchandising efforts for Nakumatt, resulting in a 99% score for the in- trade Market Opportunity (ITMO) score. Nakumatt scored the first position in merchandising in 2007.

• Introduced a motivational package, particularly with soaps for outlets, resulting in increased customer loyalty and volumes in major retail outlets and beauty stores. NATIONAL SALES AND DISTRIBUTION MANAGER

Airtel Distributor- Nairobi January 2005– March 2007 Duties and Responsibilities

• Managed logistics and coordinated sales and marketing of products in the Nairobi region, ensuring adherence to the company's policies, including recommended retail pricing.

• Initiated and implemented feasible proposals aimed at increasing distribution depth, coordinated the promotion of company products, and organized customer sensitization programs.

• Managed the sales team, including empowering them through sales-focused training, ensuring the timely collection of outstanding debts, and monitoring adherence to payment terms.

• Gathered relevant and accurate market intelligence on the ground, identified key customers, and proposed appropriate actions to satisfy customers' needs and preferences.

• Presented the operational budget of the area to the management for approval and gave comprehensive periodic reports to the management.

Achievements:

• Achieved a remarkable 300% growth in sales volume, increasing revenue from Kshs 4 million to Kshs 12 million between 2005 and 2007.

• Consistently met or exceeded monthly targets for airtime and activations, demonstrating exceptional sales skills and contributing to the growth of the business.

• Successfully expanded the business by opening new branches, resulting in increased sales volumes and revenue.

• Established and implemented a comprehensive sales team training program, empowering the team and enhancing their productivity.

• 2008: Master of Business Administration (MBA), Strategic Management - University of Nairobi

• 2004: Bachelor of Commerce (B. Com)- Marketing Option- University of Nairobi

• 1998: Kenya Certificate of Secondary Education (KSCE)- Mandera Secondary School EDUCATION

REFEREES

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1. Pio John Ndegwa

Sales Manager, Deylin Ultimate Springs Ltd.

Email: *********@*****.***

2. Ben Ireri,

General Manager - Retail business- APA

GROUP, Tel: +254-***-***-***,

Email: ********@*****.***

3. Naftal Nyamao

Business Development Manager, Pwani Oil Products Ltd Email: ******.******@*****.***

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