The Project

Within the Special Initiative "Decent Work for a Just Transition", implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, sequa implements the SME Support Scheme, which targets growth-oriented SMEs in Rwanda. The project aims to facilitate business growth and decent job creation by increasing the competitiveness, productivity, and market readiness of Rwandan SMEs. The SME Support Scheme supports medium-sized enterprises, including Kigali Tents Tech Ltd. (KTT), a manufacturing and service company specializing in locally made tents, tarpaulins, shades, parasols, rentals, repairs, and customized outdoor structures.

The scope of this assignment is to strengthen Kigali Tents Tech’s sales and marketing systems by improving customer segmentation, Customer Relationship Management (CRM), and quotation follow-up, institutional/tender pipeline management, market positioning for locally manufactured tents, shades, rentals, and customized outdoor structures, and internal sales team capacity.

Your Tasks / Responsibilities

• Conduct a comprehensive assessment of KTT's current sales performance, sales channels, customer segments, pricing strategies, competitive positioning, customer retention, and untapped market opportunities across the events, hospitality, institutional, corporate, household, and regional markets.
• Undertake a detailed market and competitor analysis covering products, pricing, customer preferences, market trends, competitive advantages, and opportunities for product differentiation and market expansion.
• Develop a comprehensive Sales and Marketing Strategy with SMART objectives, Key Performance Indicators (KPIs), customer segmentation, pricing strategies, channel priorities, market positioning, branding initiatives, phased implementation roadmap, aligned with the company's growth objectives.
• Develop a structured sales plan covering lead generation, quotation follow-up, tender/institutional pipeline management, conversion tracking, and customer relationship management, annual, quarterly, and monthly sales plans with realistic sales targets, forecasting methods, implementation schedules, and performance monitoring mechanisms.
• Strengthen KTT's corporate brand by improving brand identity, corporate messaging, company profile, product catalogs, promotional materials, social media marketing, website enhancement, Search Engine Optimization (SEO), online lead generation, and marketing communication tools.
• Train and mentor the sales and marketing team on modern sales techniques, B2B and institutional selling, CRM utilization, pricing strategies, sales reporting, digital marketing, quotation management, customer retention, negotiation skills, and performance measurement.
• Support identification and engagement of strategic customers, institutional buyers, event-sector actors, hospitality businesses, and other partners.

Your Qualifications / Skills

• Education/training: Master’s degree preferred, or at minimum a Bachelor’s degree in Marketing, Business Administration, Sales Management, Strategic Management, Entrepreneurship, International Trade, or a related field. Training in CRM, B2B sales, tender management, or digital marketing is an asset.
• Languages: Full proficiency in English and fluency in Kinyarwanda is a strong advantage.
• Other Skills: Strong understanding of B2B and institutional sales in Rwanda; ability to design practical CRM tools, quotation trackers, customer pipelines and sales dashboards; strong skills in customer segmentation, positioning, go-to-market execution and SME business development. Knowledge of events, hospitality or tent markets is an asset.

Your Working Experience

• General professional experience: Minimum 5 years of progressive professional experience in sales, marketing, business development, commercial management, CRM, or related business advisory services, with demonstrated experience in improving business growth and sales performance.
• Specific professional experience: Experience developing sales and marketing strategies for SMEs or manufacturing/service companies; proven ability to set up CRM systems, quotation/follow-up tools, sales dashboards and institutional/tender pipelines; experience in B2B/B2G sales, customer management and market positioning is an asset.
• Regional experience: Experience working with or advising SMEs in emerging markets, preferably in Rwanda or East Africa.

• Conduct a comprehensive assessment of KTT's current sales performance, sales channels, customer segments, pricing strategies, competitive positioning, customer retention, and untapped market opportunities across the events, hospitality, institutional, corporate, household, and regional markets.
• Undertake a detailed market and competitor analysis covering products, pricing, customer preferences, market trends, competitive advantages, and opportunities for product differentiation and market expansion.
• Develop a comprehensive Sales and Marketing Strategy with SMART objectives, Key Performance Indicators (KPIs), customer segmentation, pricing strategies, channel priorities, market positioning, branding initiatives, phased implementation roadmap, aligned with the company's growth objectives.
• Develop a structured sales plan covering lead generation, quotation follow-up, tender/institutional pipeline management, conversion tracking, and customer relationship management, annual, quarterly, and monthly sales plans with realistic sales targets, forecasting methods, implementation schedules, and performance monitoring mechanisms.
• Strengthen KTT's corporate brand by improving brand identity, corporate messaging, company profile, product catalogs, promotional materials, social media marketing, website enhancement, Search Engine Optimization (SEO), online lead generation, and marketing communication tools.
• Train and mentor the sales and marketing team on modern sales techniques, B2B and institutional selling, CRM utilization, pricing strategies, sales reporting, digital marketing, quotation management, customer retention, negotiation skills, and performance measurement.
• Support identification and engagement of strategic customers, institutional buyers, event-sector actors, hospitality businesses, and other partners.

• Strong understanding of B2B and institutional sales in Rwanda; ability to design practical CRM tools, quotation trackers, customer pipelines and sales dashboards; strong skills in customer segmentation, positioning, go-to-market execution and SME business development. Knowledge of events, hospitality or tent markets is an asset.

• Master’s degree preferred, or at minimum a Bachelor’s degree in Marketing, Business Administration, Sales Management, Strategic Management, Entrepreneurship, International Trade, or a related field. Training in CRM, B2B sales, tender management, or digital marketing is an asset.
• Full proficiency in English and fluency in Kinyarwanda is a strong advantage.