Role Overview:

As an Area Sales Manager for General Trade in Nigeria, you will serve as the primary architect of our market presence, driving volume and brand visibility across a vast network of traditional retail outlets. You will lead a high-performing team of sales representatives and distributors, ensuring that our product portfolio is consistently available and optimally displayed. By fostering deep-rooted relationships with key trade partners and distributors, you will translate corporate sales strategies into on-ground execution, directly influencing our market share and revenue growth in one of Africas most dynamic FMCG landscapes. This role is pivotal in navigating the complexities of the Nigerian retail ecosystem to deliver sustainable business outcomes.

Key Responsibilities:

- Formulate and execute territory-specific sales plans to achieve monthly and quarterly volume targets, ensuring consistent revenue growth across the assigned region.

- Manage and optimize the distributor network by monitoring stock levels, credit cycles, and secondary sales performance to ensure seamless product availability.

- Lead, mentor, and coach a team of field sales officers to enhance their selling capabilities, territory management skills, and adherence to company sales processes.

- Drive brand visibility and shelf share by implementing effective merchandising strategies and trade promotions within the General Trade channel.

- Analyze market trends, competitor activities, and consumer insights to provide actionable feedback to the leadership team for strategic decision-making.

- Maintain rigorous financial discipline by overseeing distributor claims, trade discounts, and collection cycles to ensure a healthy cash flow for the business.

Required Skillset:

- Demonstrate deep expertise in FMCG sales operations, specifically within the Nigerian General Trade landscape, with a proven track record of managing large-scale distribution networks.

- Exhibit strong analytical capabilities to interpret sales data, identify growth gaps, and translate them into effective on-ground action plans.

- Possess exceptional interpersonal and negotiation skills to build long-term, trust-based relationships with distributors, wholesalers, and retail stakeholders.

- Showcase the ability to lead and motivate diverse, cross-functional teams in a fast-paced, on-site environment, ensuring alignment with organizational goals.

- Maintain a high degree of adaptability and resilience, with the capacity to navigate the unique logistical and operational challenges inherent in the Nigerian market.

- Hold a Degree in Business Administration, Marketing, or a related field, complemented by 5 - 10 years of progressive experience in the FMCG sector.