Enterprise Sales Intelligence Architecture & Commercial Analytics: Route-to-Market Optimization for FMCG Beverage Distribution

This project encompasses the data analytics and pipeline engineering operations executed for Mobilemary, an authorized commercial distributor operating under East African Breweries Limited (EABL) / Kenya Breweries Limited (KBL). Focused on optimizing beverage distribution dynamics and commercial sales performance across regional territories, the initiative integrates end-to-end data pipelines, automated reporting templates, and interactive Business Intelligence (BI) dashboards to convert high-volume transactional data into actionable strategic insights. The data infrastructure ingests, cleans, and transforms daily primary and secondary sales records, inventory turnover rates, and outlet fulfillment metrics. Custom analytics dashboards—built across Power BI, Looker Studio, and advanced spreadsheet architectures—deliver real-time visibility into key performance indicators (KPIs), including sales velocity by brand, category mix performance (beers, spirits, and RTDs), distributor account receivables, and route productivity. By engineering automated sales tracking workflows and standardized reporting templates, the platform provides executive leadership with data-driven sales forecasts, optimizes stock replenishment cycles, and guides route-to-market (RTM) decision-making across commercial distribution routes.