sarah mwara

Directed nationwide retail operations and key account relationships, doubling national retail sales within 12 months and sustaining KES 50M monthly turnover through commercial initiatives and distribution optimisation.

Owned regional P&L across retail, on-trade and distribution, growing market share from 52% to 60% and delivering 14% volume growth while sustaining monthly turnover of KES 50M through distributor performance models and territory reorganisation.

Built key account plans and expanded SKU range from 5 to 20, tripling monthly revenue from KES 10M to KES 30M by improving route execution and promotions.

Developed a 5-year regional marketing roadmap and improved cash flow by introducing demand forecasting and structured credit collection, increasing distribution efficiency and profitability.

Built and led a regional sales team, consistently exceeding targets by expanding access into underserved retail segments and implementing performance-driven coaching and merchandising that sustained multi-year growth.

Executed in-store merchandising and promotional programs, optimized shelf placement and conducted store audits to improve visibility and campaign effectiveness across assigned retail locations.

Pursuing a Bachelor of Arts in International Relations with a marketing major; studies focused on international relations and marketing principles to support commercial leadership roles.

Completed a Diploma in Sales and Marketing Management providing practical skills in sales, marketing, and commercial operations.