Head of Sales & Distribution - Pan African Savings and Loans

Job Purpose

To provide strategic and commercial leadership for the Institution’s sales and distribution activities, driving customer acquisition, deposit mobilisation, loan growth, revenue generation and market expansion across all distribution channels.

The role is responsible for developing and executing the Institution’s sales strategy, optimising the distribution network, strengthening sales productivity and ensuring that branches, digital channels and agency banking channels deliver sustainable business growth and superior customer experience.

Key Responsibilities

Sales & Distribution Strategy

• Develop and execute Pan-African’s sales and distribution strategy in line with the approved business plan.

• Translate corporate growth objectives into clear sales targets, channel strategies and actionable plans.

• Lead the expansion and optimisation of the Institution’s distribution footprint.

• Identify new markets, customer segments and distribution opportunities to drive sustainable growth.

• Develop strategies to increase the Institution’s market penetration and competitive position.

Sales Performance & Business Growth

• Set, cascade and monitor sales targets across branches and distribution channels.

• Drive growth in deposits, loans, customer acquisition, product penetration and fee-based income.

• Monitor sales performance against targets and implement corrective actions where required.

• Establish a strong performance-driven sales culture across the Bank.

• Drive cross-selling, up-selling and customer retention initiatives.

• Ensure sales teams actively leverage the Institution’s products, digital platforms and alternative channels.

Distribution Channel Management

• Oversee the effectiveness and productivity of the Institution’s distribution channels.

• Optimise branch locations, formats and staffing in line with market opportunities and business potential.

• Drive the development and expansion of digital and agency banking as alternative distribution channels.

• Evaluate channel productivity, cost-to-income implications and customer reach.

• Ensure effective integration between branches, digital channels and agency banking.

• Recommend channel expansion, relocation, consolidation or restructuring based on business performance and market potential.

Sales Planning & Execution

• Lead the development of annual and periodic sales plans and budgets.

• Establish sales campaigns, acquisition drives and market activation initiatives in collaboration with Products & Segments and Marketing.

• Ensure effective execution of sales initiatives across all channels.

• Develop territory and market plans to maximise business opportunities.

• Monitor pipeline development and conversion across key customer segments.

Customer Acquisition & Relationship Management

• Drive strategies for acquiring new customers and deepening relationships with existing customers.

• Promote customer-centric sales practices across all channels.

• Monitor customer acquisition, activation, retention and product penetration.

• Work with Customer Experience and Marketing teams to identify opportunities to improve the customer journey.

• Leverage customer and market insights to strengthen sales effectiveness.

Sales Productivity & Capability

• Establish appropriate sales structures, roles, KPIs and productivity standards.

• Assess sales force productivity and recommend resource allocation based on market potential and performance.

• Work with Human Resources to recruit, develop, train and retain high-performing sales talent.

• Drive sales coaching, performance management and capability development.

• Promote the use of data and technology to improve sales productivity and monitoring.

Performance Analytics & Management Information

• Establish effective sales dashboards and performance reporting mechanisms.

• Analyse sales trends, channel productivity, customer behaviour and market performance.

• Provide regular performance reports and strategic recommendations to the Managing Director and Executive Management.

• Identify underperforming markets, products, branches and channels and develop turnaround plans.

• Use data and analytics to inform sales resource allocation and investment decisions.

Governance, Risk & Compliance

• Ensure sales activities comply with approved policies, procedures and regulatory requirements.

• Promote responsible selling practices and appropriate customer onboarding standards.

• Work closely with Risk, Compliance, Credit, Operations and Internal Audit to address sales-related risks and control weaknesses.

• Ensure sales teams maintain appropriate documentation and adhere to approved processes and limits.

• Monitor and address conduct, fraud and reputational risks arising from sales and distribution activities.

Leadership & Stakeholder Management

• Provide strategic leadership to the Sales & Distribution function.

• Set clear objectives and performance expectations for direct reports.

• Foster collaboration between Sales & Distribution, Products & Segments, Credit, Operations, Marketing, Digital, Finance, Risk and other functions.

• Represent the Bank in strategic customer, partner and market engagements.

• Build strong relationships with key customers, strategic partners and other stakeholders.

Key Performance Indicators (KPIs)

• Deposit growth and achievement of deposit targets.

• Loan growth and achievement of approved sales targets.

• Customer acquisition and active customer growth.

• Product penetration and cross-sell ratios.

• Revenue and fee income generated through distribution channels.

• Branch and channel productivity.

• Digital and agency channel growth and transaction activity.

• Sales conversion and pipeline performance.

• Customer retention and activation.

• Sales cost efficiency and productivity.

• Market share growth.

• Achievement of approved sales and distribution budgets.

• Compliance with sales policies and regulatory requirements.

Qualifications & Experience

• Bachelor’s degree in Business Administration, Banking & Finance, Marketing, Economics or a related discipline.

• Postgraduate qualification or professional certification in Business, Marketing, Banking, Sales or a related field is an advantage.

• Minimum of 8–10 years’ relevant experience in banking or financial services, with significant experience in sales, business development and distribution management.

• Proven experience leading sales teams and managing multiple distribution channels.

• Strong track record in deposit mobilisation, customer acquisition, loan growth and revenue generation.

• Experience in digital, agency or alternative banking channels is an advantage.

Core Competencies

• Sales and business development leadership

• Distribution strategy and channel management

• Commercial and financial acumen

• Customer acquisition and relationship management

• Performance and target management

• Market development

• Sales force productivity

• Data-driven decision-making

• Strategic planning and execution

• Negotiation and influencing

• Leadership and people development

• Risk and regulatory awareness

• Customer-centricity

• Communication and stakeholder management

• Innovation and change leadership

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