Raymond Anthony has taken up the position of Head of Commercial Operations at Serengeti Breweries Limited (SBL) in Dar es Salaam, Tanzania, effective October 2026. The appointment, announced on 17 October, moves Anthony into a senior commercial leadership role at the brewer after three years and nine months as its Innovation Sales Manager.
Anthony returns to a function he has previously worked in at the company, having held the position of Decision Support Manager at Serengeti Breweries from February to June 2015. His career spans sales, finance, customer development and operations, including roles at Unilever Tanzania and Simusolar Inc.
From Sales to Commercial Leadership
Anthony joined Serengeti Breweries as Innovation Sales Manager in January 2023, a position he held until September 2026. His promotion brings experience in sales management and commercial operations into a role that sits at the intersection of the company’s route to market, revenue generation and business execution. The company has not publicly disclosed the specific responsibilities or performance targets attached to his new position.
His experience at Serengeti Breweries also includes an earlier stint as Decision Support Manager in 2015. That role preceded his move to Barclays Africa Group Limited, where he worked as a Finance Business Partner in Dar es Salaam from June 2015 to March 2016.
Finance and Distribution Experience
Anthony spent more than five years at Unilever between 2016 and 2021, progressing through finance, customer development and sales management positions in Tanzania. His responsibilities included Finance Lead for Tanzania, Customer Development Finance Officer, CD Excellence and Operations Manager, and Area Sales Manager for Dar es Salaam and Key Accounts Manager.
The combination of finance and sales experience gives Anthony a background spanning commercial planning and customer-facing execution. He subsequently served as National Sales Manager at Simusolar Inc. from July 2021 to December 2022, before returning to Serengeti Breweries as Innovation Sales Manager.
Commercial Execution in Tanzania
Anthony’s appointment comes as beverage manufacturers compete for sales growth, effective distribution and stronger execution across retail and other consumption channels. Serengeti Breweries operates in Tanzania’s beer and spirits market, where commercial teams are responsible for translating brand investments and product innovation into availability and sales.
Anthony holds a bachelor’s degree in Economics and Finance from the University of Dar es Salaam, which he attended from 2007 to 2010. His progression through finance, sales and innovation roles gives him experience across several functions relevant to commercial management, although Serengeti Breweries has yet to publish further details about the priorities he will pursue in his new position.
