Our Client:

A global supply chain and distribution organization is building a large-scale consumer goods distribution platform across Nigeria and is undertaking a major transformation of its national route-to-market architecture.

As part of its next phase of growth, the organization is transitioning toward a structured pre-sales and distributor-led distribution model designed to significantly expand retail coverage, improve execution efficiency, and build a scalable national commercial infrastructure.

To lead this transformation, the company is seeking a General Manager - Route to Market, based in Lagos, with responsibility for redesigning and implementing the distribution model across the Nigerian market.

This role reports directly to the Managing Director and will be instrumental in building one of the most scalable retail distribution systems in West Africa.

Your Role:

Route-to-Market Transformation

- Lead the design and implementation of the company's national route-to-market strategy across Nigeria

- Transition the organization from a ready-stock van distribution model to a structured pre-sales and distributor-led distribution system

- Develop scalable commercial infrastructure to support long-term distribution growth and market expansion

Distribution Network Development

- Build and strengthen a high-performing distributor ecosystem capable of delivering consistent market execution across Nigeria

- Lead distributor onboarding, territory allocation, and performance management frameworks

- Strengthen distributor engagement and ensure efficient last-mile delivery across retail channels

Retail Coverage & Market Execution

- Develop structured retail coverage models for traditional trade, including territory design, beat planning, and outlet segmentation

- Drive improved retail penetration across neighbourhood stores, grocery outlets, and traditional retail channels

- Conduct regular market visits to monitor field execution and ensure consistent product availability at retail level

Sales Operations & Productivity

- Establish disciplined sales operations frameworks, including route planning, sales productivity metrics, and territory optimization

- Implement structured order booking and pre-sales processes across the field sales organization

- Improve sales team productivity through optimized outlet coverage and route planning

Systems & Digital Enablement

- Introduce sales force automation (SFA) and distribution management systems (DMS) to improve visibility across the distribution network

- Develop reporting dashboards and performance monitoring tools for distributors and sales teams

- Utilize data-driven insights to enhance retail coverage planning and distribution efficiency

Cross-Functional Leadership

- Work closely with supply chain, logistics, finance, and commercial teams to ensure alignment between distribution infrastructure and business objectives

- Lead and mentor large field teams and distributor partners to ensure strong execution and market discipline

Qualifications & Experience:

- 15+ years of experience within FMCG or consumer goods distribution environments

- Proven experience designing or transforming route-to-market models in large emerging markets

- Strong expertise in traditional trade distribution and distributor-led delivery systems

- Hands-on experience implementing pre-sales distribution structures and territory optimization models

- Demonstrated track record managing large distributor networks and national retail coverage systems

- Experience implementing Distribution Management Systems (DMS) and Sales Force Automation (SFA) tools

- Strong understanding of retail behaviour within fragmented traditional trade environments

- Exposure to markets such as India, Africa, Southeast Asia, or other large emerging markets is highly valued

Skills & Leadership Capabilities:

- Deep understanding of traditional trade distribution models and order booking systems

- Strong operational leadership and transformation capability

- Ability to operate effectively in complex and fast-moving market environments

- Strong planning, execution, and problem-solving skills

- Excellent communication and stakeholder management capabilities

Location & Package:

- Location: Lagos, Nigeria (national role covering the entire Nigerian market)

- The role offers very competitive USD-based savings package/ Competitive expatriate salary

- Accommodation, car and other expat privileges

- Medical insurance

- Annual leave with return ticket to home country

- Performance-based incentives/ Bonus