Head of Sales Job at Diageo /Serengeti Breweries Limited – May 2026

Head of Sales Job at Diageo /Serengeti Breweries Limited – May 2026

Head of Sales

Diageo /Serengeti Breweries Limited

Dar es Salaam

Posted: May 5, 2026

Job requisition ID: JR1125672

Application deadline: May 16, 2026

Job posting start date: May 5, 2026

Diageo is hiring a Head of Sales – Dar to join its sales team in Dar es Salaam, Tanzania. This is a full-time leadership opportunity for an experienced sales professional with strong commercial, trade marketing, customer engagement, and people-management skills.

The role focuses on leading the development and execution of trade coverage plans, supporting sales and business strategy, driving performance across markets and channels, and ensuring effective implementation of brand programmes and commercial activities at the point of sale.

About Diageo

Diageo is one of the world’s leading premium alcohol companies, with a legacy built over more than 250 years through iconic brands such as Arthur Guinness and Johnnie Walker.

The company’s ambition is to become the best performing, most trusted, and most respected consumer products company worldwide. Diageo seeks diverse talent from across the world who are passionate about its vision and ready to contribute to its continued growth.

About Serengeti Breweries Limited (SBL)

Serengeti Breweries Limited, commonly known as SBL, was founded in 1988 as Associated Breweries Limited and later rebranded to Serengeti Breweries Limited in 2002.

SBL began commercial operations in 1996 with a brewery in Dar es Salaam and was acquired by EABL in October 2010. Today, SBL operates breweries in:

• Dar es Salaam
• Mwanza
• Moshi

Its flagship brand is Serengeti Premium Lager, alongside other well-known portfolios such as:

• Guinness
• Pilsner
• Johnnie Walker®
• Smirnoff Vodka®
• Bailey’s Irish Cream®
• Richot®
• Bond 7 Whiskey®
• Gilbeys Gin®

SBL is headquartered in Dar es Salaam and distributes several global Diageo spirit brands across the market.

Function: Sales

• The Sales team at Diageo focuses on building strong customer relationships and expanding the reach of Diageo’s much-loved brands in vibrant and growing markets.
• The team operates across different markets, channels, and areas of expertise. Through consumer insights, customer engagement, and digital platforms, the Sales function helps Diageo reach new customers, markets, and celebrations while supporting business growth.
• This role provides an opportunity to develop professionally while working with teams across the business and contributing to Diageo’s growth ambitions.

Key Accountabilities

• The Head of Sales – Dar will be responsible for leading trade coverage, commercial execution, sales strategy, and customer engagement across the assigned division.

Key responsibilities include:

• Overseeing the development and execution of the trade coverage plan for the division.
• Contributing to overall sales and business strategy development and execution.
• Ensuring seamless implementation of strategy, brand programmes, and activities at the point of sale according to consumer motivation and customer segmentation demands.
• Managing trade programme development and implementation for customer segments.
• Managing the market’s SOP process and embedding outcomes into the national SOP process.
• Building a bottom-up SOP process in the market.
• Ensuring trading terms and conditions are followed by all EABL customers.
• Ensuring the effectiveness and efficiency of the secondary supply chain, including downstream operations.
• Ensuring achievement of objectives related to:
• Product availability
• Visibility
• Volume
• Margin
• Quality, including Retail Quality Index
• Consumer price
• Ensuring the trade area works according to EABL’s Marketing Standards and all corporate guidelines.
• Ensuring the trade team is well trained and motivated.
• Driving superior trade marketing and distribution performance compared with competitors.
• Proposing goals and KPIs for direct reports and tracking ongoing results.
• Ensuring customer trading terms, including bonuses, credit, and discounts, are executed in a controlled, compliant, and ethical manner.
• Managing allocated budgets, including trade-specific programmes.
• Executing innovation in trade programme development and distribution systems to achieve competitive advantage.
• Actively contributing to corporate and brand advocacy.

Working Relationships

Internal Relationships

The successful candidate will work closely with internal teams across the business to support strategy, planning, execution, and performance management.

Internal responsibilities include:

Supporting Consumer Insights in prioritising consumer segments by clarifying EABL’s competitive position within the division.
Contributing to the development of strategic and operational trade plans for the division.
Ensuring trade programmes and distribution systems are aligned with consumer segment requirements.
Assisting Brand Teams in developing strategic and operational brand plans.
Providing insights around trade marketing and distribution strategy.
Assisting in the development of divisional strategic and operational trade plans.
Gathering insights regarding the brand portfolio.
Executing BTL programmes generated by the customer marketing organisation.
Effectively engaging business governance, performance reporting, and insights management teams.
External Relationships
The role also involves building and maintaining strong external partnerships in the market.

External responsibilities include:

Developing and managing business relationships with strategic trade partners.
Working with retail customers, distributors, wholesalers, and stockists.
Representing the company on trade marketing matters with trade associations.
Maintaining and building company goodwill and loyalty in the market.
Qualifications and Experience Required
Candidates should have strong sales leadership experience, commercial capability, and a proven track record of delivering results.

Required Qualifications and Experience

Bachelor’s degree.
At least 10 years of sales leadership experience.
Proven track record of success and delivery.
Experience across different markets and trade channels is preferred.
Functional Knowledge and Skills

The ideal candidate should have strong knowledge and skills in:

Trade and/or brand strategy development.
Trade marketing development.
Customer engagement.
Logistics and supply chain management.
Account management.
Managerial and Interpersonal Skills

The role requires strong leadership, communication, and relationship-management abilities, including:

• Motivating, coaching, and developing people.
• Developing and maintaining relationships with clients, external suppliers, and commercial partners.
• Effective communication and presentation skills.
• Selling skills.
• Negotiation and influencing skills.
• Project management skills.
• Diversity Statement
• Diageo’s purpose is to celebrate life, every day, everywhere. The company is committed to creating an inclusive culture where everyone feels valued, respected, and able to belong.

Diageo embraces diversity in the broadest possible sense and welcomes people of different:

• Gender
• Ethnicity
• Ability
• Age
• Social class
• Educational backgrounds
• Experiences
• Mindsets

The company aims to create one of the best performing, most trusted, and most respected consumer products companies in the world.

Reasonable Adjustment

Applicants who require reasonable adjustment during the recruitment process are encouraged to provide this information when submitting their application.

Application deadline: May 16, 2026

How to Apply:

CLICK HERE TO APPLY