Yoyo Foods - General Manager - Sales & Marketing

Job Purpose:

To lead and execute high-impact sales and marketing strategies that drive sustainable growth, profitability, and market leadership in the African FMCG landscape. The General Manager will be responsible for expanding market presence across diverse geographies, managing multicultural teams, and navigating complex distribution networks while adapting to rapidly changing consumer behaviors and economic conditions.

Key Responsibilities:

Sales Leadership:

- Lead sales operations across modern trade, traditional trade, wholesalers, distributors, and emerging channels (e.g., e-commerce, mobile commerce).

- Build and manage strong distributor and retail relationships across multiple African markets.

- Optimize go-to-market strategies, pricing, and promotional planning per market needs.

Marketing Strategy:

- Localize global marketing campaigns to suit African consumer preferences and cultural nuances.

- Conduct and analyze consumer research to inform brand positioning, packaging, and pricing strategies.

- Lead ATL and BTL campaigns, digital activations, and community engagement initiatives.

- Drive innovation in product development based on market demand and regional trends.

Market Expansion:

- Identify and evaluate new market opportunities across Africa.

- Lead market entry strategies including feasibility studies, competitor analysis, and regulatory assessments.

- Oversee the launch of new products and ensure effective demand generation.

Team & Leadership:

- Recruit, train, and lead cross-functional and multicultural sales and marketing teams.

- Foster a high-performance culture with a strong focus on KPIs, ownership, and accountability.

- Ensure compliance with local business practices, labor laws, and company policies.

Business Analytics & Reporting:

- Use market and sales data to drive decisions and measure performance.

- Report regularly to regional and global leadership on performance, market trends, risks, and opportunities.

Key Requirements:

- Masters in Business, Marketing, or related field; MBA preferred.

- Minimum 10 years experience in FMCG sales and marketing, including at least 5 years in a senior leadership role preferably within African markets.

- Deep understanding of the African FMCG sector, including distribution models, trade channels, and consumer behavior.

- Preferred experience in working across multiple countries or regions in Africa.

- Strong leadership, negotiation, and stakeholder management skills.

- Ability to work in dynamic, resource-constrained, and fast-paced environments.

Key Competencies:

- Strategic Thinking

- People & Culture Leadership

- Market Insight & Adaptability

- Execution & Operational Excellence

- Entrepreneurial Mindset

- Customer-Centric Approach

- Resilience & Agility