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.
Awards
Most Improved Performer Award Distell WineMasters Ltd, sole recipient of both awards in the same cycle, Kenya region
Top Performer Award Bamburi Cement PLC and Distell WineMasters Ltd
