JAPHETH OBIYA
About Candidate
I build commercial engines, the systems, teams, and execution discipline that turn market potential into consistent, measurable revenue.
Across 14 years in FMCG, construction materials, and B2B distribution in East Africa, I have delivered 15–25%+ above target annually through a clear structured go-to-market execution, distributor discipline, and strategic accounts that compound in value over time.
What I bring:
At Bamburi Cement, I managed KES 500M+ portfolios, reduced receivables by 90%, and expanded the customer base by 40% – transforming a relationship-led territory into a data-driven, CRM-backed commercial operation. At Distell, I secured 5 new key regional distributors, drove 50% brand awareness growth, and consistently exceeded targets by 90% through disciplined Salesforce pipeline management.
How I work:
I lead through coaching and accountability – 90% team retention, 100% team goal attainment. I implement playbooks, performance routines, and commercial systems (Salesforce, SAP S/4 HANA, SFA, Senri) that make execution visible, surface gaps early, and keep course correction fast. I actively apply AI tools to sharpen forecasting accuracy and elevate commercial team performance.
What this builds:
Organisations where revenue is predictable, teams are self-improving, and distributors and customers stop being transactions and start being strategic partners.
Open to:
Commercial Excellence, Senior Sales Leadership, or Sales Operations roles in B2B, construction, agribusiness, manufacturing,telco or high-growth markets across Africa.
MBA · McKinsey & Company Leadership Essentials · Nairobi-based, pan-Africa ready.
Location
Education
MBA - Strategic Management
BBA - Marketing
Work & Experience
Manage a KES 500M annual territory covering 60 plus major accounts for East Africa's largest cement manufacturer. • Delivered 15 to 25 percent above annual sales targets for 8 consecutive years, generating KES 75M in incremental revenue through disciplined territory planning and account development. • Expanded the customer base by 40 percent while sustaining a 95 percent customer satisfaction rating through structured account management. • Doubled retail account revenue from KES 50M to KES 100M within 24 months by redesigning the go to market approach for construction retailers. • Reduced customer receivables by 90 percent, compressing payment days from 90 to under 7, through disciplined credit governance. • Implemented CRM automation using SAP S4 HANA and Senri, improving lead conversion by 20 percent and achieving 95 percent forecast accuracy. • Coached and developed a sales and trade representative team, achieving 90 percent retention and 200 percent collective quota attainment.
Managed a distributor led portfolio across 25 counties for a leading African beverages company. • Achieved 190 percent of sales quota for 4 consecutive years, ranking in the top 10 percent nationally among 50 plus account managers. • Secured 5 new key regional distributors and drove 50 percent brand awareness growth, extending reach across all 25 counties. • Improved lead conversion rates from 20 percent to 30 percent by implementing Salesforce CRM for pipeline management and forecasting. • Negotiated multi year agreements with 15 plus key accounts using value based selling, improving portfolio margin by 12 percent. • Executed go to market strategies for 3 new product launches, achieving 120 percent of first year sales targets. • Recognized as Top Performer and Most Improved Performer, the only account manager in the Kenya region to receive both distinctions in the same cycle.
Built a high growth FMCG territory across retail, wholesale, and institutional channels. • Consistently achieved 220 percent of sales quota through disciplined territory coverage and proactive prospecting. • Expanded the customer base by 45 percent, adding 50 plus net new accounts across retail and wholesale channels. • Implemented joint business planning with key distributors, improving territory performance by 35 percent and reducing out of stock incidents by 40 percent. • Identified 5 untapped growth segments through market analysis, generating KES 12M in incremental revenue.
