Direct and Controlled Channels Manager

Direct and Controlled Channels Manager

The Direct and Controlled Channels Manager is a role responsible for developing, managing, and optimizing the organization's direct sales channels(Orange Shops) and controlled distribution channels(Retail, Banks & Aggregators) to drive revenue growth, market penetration, customer acquisition, and customer retention. The role translates the organization's sales strategy into effective channel execution, ensuring that all direct and controlled channels deliver against agreed sales targets, service standards, operational requirements, and profitability objectives. The role provides leadership and oversight of assigned channels, strengthens channel performance through effective planning and resource management, and ensures consistent execution of commercial initiatives across the organization's sales network

The main duties include but are not limited to:

Define the strategy of the Orange Shops network and manage/steer the related commercial plans

Bear the responsibility of the performance, P&L, resources allocation, QoS of the network

Manage/steer functionally all shops in close relationship with the Director of the field operations

Manage/steer directly the VIP sales operations to achieve sales and customer service objectives

Define and update on yearly basis the development strategy of the network

Define and update on yearly basis the master plan of the network and conduct the related shops transformation action plan

Decline from the development strategy the commercial plans translated into operational action plans and manage their implementation,

Bear the responsibility of the overall performance, the P&L of the network and the related budget defining the revenue targets and resources

Conduct the market technology watch to propose retail innovations aiming to strengthen Orange shops leadership

Allocate shop targets and analyze daily, weekly and monthly performance

Manage the stocks and devices range for the channel in close interface with Performance & Tools, marketing and supply chain teams based on sales forecasts and trends

Manage and steer directly the VIP program targeting high value customers

Manage functionally the Orange shops in close relationship with the Director of the field operations in charge of the operational direct management

Liaise with the Sales support manager to build consistent action plans embedding training, coaching, animation, merchandising,

Monitor the Quality of Service (QoS) measurement tools and action plans targeting to be consistently and sustainably the best in class distributor in Botswana

Liaise with the Performance and Tools manager (P&T) to develop a daily, weekly, monthly accurate and comprehensive reporting

Manage the shops staff commission and monitor the commission

calculation/payment liaising with the P&T and the HR team

Manage staff and functions development accordingly with the network development strategy in close relationship with the HR team

Manage the shops processes matrix, review processes periodically and secure their implementation through KPI management, internal and external audit

Channel Strategy and Business Planning

Translate the overall sales strategy into channel-specific business plans, sales objectives, and execution priorities.

Develop and implement strategies to grow revenue, expand the customer base, improve market coverage, and increase channel productivity.

Identify opportunities to strengthen existing channels and develop new direct or controlled channel capabilities in line with business objectives.

Establish channel-specific sales targets, budgets, performance standards, and operational plans.

Monitor market developments, customer behavior, competitor activity, and channel trends to identify opportunities and risks.

Recommend improvements to channel structures, processes, systems, and resource allocation to enhance commercial performance.

Direct Channel Management

Manage the performance of the organization's direct sales channels, including company-owned sales outlets, direct sales teams, tele sales, digital sales, or other applicable direct-to-customer channels.

Ensure direct channels achieve agreed sales, revenue, customer acquisition, retention, and service targets.

Drive consistent implementation of sales campaigns, product launches, pricing initiatives, and promotional activities across direct channels.

Improve sales conversion, customer engagement, cross-selling, and upselling

through effective sales management practices.

Ensure that direct channels deliver a consistent customer experience and uphold the organization's brand and service standards.

Identify and address barriers to sales productivity, customer satisfaction, and channel growth.

Controlled Channel Management

Manage and oversee controlled channels, including company-managed distribution points, appointed agents, exclusive or controlled dealers, franchise operations, or other designated channel partners, as applicable.

Ensure controlled channels operate in accordance with approved commercial agreements, operating procedures, brand standards, pricing policies, and service requirements.

Establish clear performance expectations and accountability frameworks for controlled channel operators and their teams.

Monitor sales performance, product availability, stock management, customer service, and compliance across controlled channels.

Conduct regular channel reviews and implement corrective actions where performance falls below agreed standards.

Strengthen channel relationships and collaboration to improve coverage, sales effectiveness, and customer access.

Identify opportunities to optimize the footprint, productivity, and commercial contribution of controlled channels.

Sales Performance and Revenue Management

Take accountability for the achievement of agreed sales targets and key performance indicators across assigned channels.

Develop channel sales forecasts, monitor sales trends, and provide regular performance reports to the Chief Sales Officer.

Analyze sales volumes, revenue, margins, customer acquisition costs, conversion rates, and other relevant commercial indicators.

Identify performance gaps and implement time-bound action plans to address underperformance.

Ensure effective pipeline management, sales tracking, and timely reporting of results.

Recommend initiatives to improve revenue generation, sales productivity, cost efficiency, and overall channel profitability.

Monitor the effectiveness of sales campaigns and recommend adjustments based on performance data.

Budget and Resource Management

Prepare and manage channel budgets in line with approved business plans and financial targets.

Monitor channel expenditure and ensure that resources are used efficiently and responsibly.

Evaluate the financial performance and return on investment of channel initiatives, promotions, and operational improvements.

Identify opportunities to reduce operating costs without compromising sales performance or customer experience.

Ensure appropriate staffing, equipment, systems, and operational resources are available to support channel objectives.

Work closely with Finance to monitor budgets, revenue performance, cost trends, and profitability.

People Management and Development

Lead, coach, and develop supervisors, team leaders, and other assigned employees.

Translate business objectives into individual and team performance targets.

Conduct regular performance and business reviews, provide constructive feedback, and implement development plans.

Build a performance-driven culture characterized by accountability, customer focus, collaboration, and continuous improvement.

Identify skills gaps and coordinate appropriate training and development initiatives.

Support succession planning and the development of future channel leadership capability.

Promote adherence to organizational policies, ethical standards, and workplace requirements.

Customer Experience and Market Development

Ensure direct and controlled channels deliver a consistent, accessible, and customer-focused service.

Monitor customer feedback, complaints, service levels, and customer satisfaction indicators.

Work with relevant departments to resolve recurring customer issues and improve service delivery.

Identify opportunities to attract new customers, increase product adoption, improve retention, and grow customer value.

Ensure that channel activities support the organization's brand positioning and overall customer value proposition.

Use customer and market insights to inform channel improvements and commercial initiatives.

Operational Governance, Risk and Compliance

Ensure all assigned channels comply with internal policies, approved procedures, contractual obligations, and applicable laws and regulations.

Maintain appropriate controls over sales transactions, cash handling, inventory, customer information, and other channel operations, as relevant.

Monitor operational risks, control weaknesses, and compliance exceptions, ensuring timely corrective action.

Conduct regular channel performance and operational reviews, including site visits and audits where appropriate.

Ensure accurate sales records, supporting documentation, and reliable management information.

Escalate significant commercial, operational, compliance, or reputational risks to the Chief Sales Officer and relevant stakeholders.

Promote ethical sales practices and responsible customer engagement across all assigned channels.

Stakeholder Management and Collaboration

Work closely with Marketing to coordinate campaigns, promotions, product launches, and customer acquisition initiatives.

Collaborate with Operations and Distribution to ensure product availability, fulfilment efficiency, and reliable channel operations.

Partner with Finance on budgeting, forecasting, financial controls, and profitability analysis.

Coordinate with Customer Service to improve customer experience and resolve service delivery issues.

Work with IT and digital teams to improve sales systems, channel reporting, and technology-enabled selling.

Maintain effective working relationships with channel partners, internal stakeholders, and other relevant business partners.

Provide timely, accurate, and actionable channel performance updates to the Chief Sales Officer.

Skills:

Problem Solving

Effective Communication

Ownership and accountability

Autonomy/Self Driven

Collaboration

Good knowledge of retail sector

Good knowledge of process definition

Good leadership and people management skills

Strong communication and presentation skills

Good financial skills and ability to build and analyze a business case

Ability to innovate

Team player

Self starter

Goal getter

Computer Literate (Advanced Excel and PowerPoint)

Qualifications and Experience:

• Master's in Business, Sales or Marketing Masters degree in Computer Science, IT, Telecommunication or related fields.
• Minimum10 years of experience in retail & proven record of people management

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