Job Description : Sales Representative

Reports to: Regional Sales Manager


Full Time

About us

From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing’s changed. We’re the world’s leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It’s why we trust them with our legacy. And it’s why we reward them with the career-defining opportunities that they deserve. Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world’s very best people. Feel inspired? Then this may be the opportunity for you.


At Diageo, we do Sales differently. We are the leading beverage alcohol company in every region of the world, boasting internationally-recognised brands such as Baileys, Guinness, Smirnoff, and Johnnie Walker. This is your opportunity to create new ways to share and celebrate our truly iconic products across the globe!

We offer a perfect blend of local and global roles, covering everything from digital to customer service, our immersive store experiences to international operations. Wherever you are, you’ll need to be able to forge lasting relationships, bring commitment and energy to improve our performance, and a genuine entrepreneurial spirit in tune with our company’s proud legacy.

At Diageo, character is everything; so, if you share our sense of adventure, you’ll have the chance to learn a huge range of skills & disciplines and build an exceptional career with us.

About the Role

THis role is located within the UBL Demand Sales business. The Sales Representative role will be critical to the overall UBL short, medium and long-term strategy in developing and driving our trade strategy and operational excellence within retail outlets and distributors. The jobholder is expected to have a high ability to build and develop trade relationships with outlet owners and staff / customers with high levels of respect/contact required.

The jobholder works closely with the Regional Sales Manager   and Head of Sales. This position is field based and the job holder is expected to manage 300 outlets achieving Quality, Distribution, Visibility, Pricing and Promotion.



Territory operations budget

Equipment: Company Vehicle

Promotion implementation expenditure within budget

Market Complexity:

EABL (U) demand has 54% volume share of beer market.  EABL (U) demand is the No.1 FMCG Company in Uganda and also markets IDU brands. EABL operates in a very competitive environment that has seen the entrant of new players in the total alcohol category. This necessitates the need for pro-active business approach. The national distribution structure within the Ugandan alcohol market is key to EABL’s delivery of both volume growth and market share.

Market situation is changing rapidly due to the economic situation, declining disposable incomes and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated.  This requires proactive selling to maximise company market share. Trade is evolving and being more sophisticated especially at retail level.

Leadership Responsibilities:

The job holder is required to ensure optimum brand visibility and maximized sales through close liaison with Regional Sales Manager, minimise the effects of all competitor brands within ethical guideline, report key field information to ABP and agree follow up plans, administer workload as directed and operate efficiently in management of time and budgets.

Purpose of Role:

Achieves maximum sales profitability, growth and account penetration within an assigned territory by effectively selling the company’s products.    Personally contacts and secures new business accounts/customers.

Top Accountabilities:

  • Deliver Volume & NSV targets by being in charge of Total Territory Market and ensuring availability and Visibility of our brands as per segment

  • Carry out correct outlet segmentation and territory data capture

  • Deliver Execution Standards by driving price adherence per segmentation, Visibility through POS Management & Cold serve

  • Coolers Management & tracking in territory (Deployment, Redeployment, Update contracts, Maintenance & withdrawal in case of Misuse

  • Management & accountability of all promotions and support materials in the territory

  • Maintain up-to-date territory File as well as develop a strategy and approach to be maintained in the territory file

  • Daily Management of CD route coverage through VSMs-Right Route plans & journey planning to cover all outlets in the territory with the correct frequency by the VSMs and self

  • Carry out daily VAN loading reviews to ensure VSMs have loaded the correct mix of brands per route to be covered

  •  Maintain 100% utilization of DMS by CD in all selling and marketing activities within the territory

  • Carryout adhoc VSM route audits to ensure that all outlets & routes are being covered as per Journey Plan

  • Taking lead & supporting Innovations listings as when they are launched

  • Ensure compliance with safety requirements at the work environment

Qualifications, Experience and Skills required


  • A business related Diploma.


  • At least 2 years experience in a similar role particularly with Consumer packaged goods

  • Direct experience working with customers at outlet level

  • Experience and tact dealing with difficult customers

  • Structured sales call management

  • Building and developing relationships with customers

  • Excellent records management


  • Commercial understanding / business management

  • Strong numerical skills

  • Excellent computer skills

  • Communication Skills

  • Flexibility and ability to work long hours and on weekends

  • Ability to persuade and motivate

  • Self-management and discipline

  • Drive for results

Diversity statement

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Character Is Everything

Worker Type : Regular

Primary Location: Portbell Brewery

Job Posting Start Date :  2021-01-08-08:00