Area Sales Manager

Job Responsibilities

1. Territory Sales Target Management

• Be accountable for delivering sales performance within the assigned territory (e.g., Greater Accra, Kumasi, etc.)
• Develop and execute monthly, quarterly, and annual sales plans
• Monitor key KPIs, including Turnover, Distribution, and Market Share

2. Distribution & Channel Management (Key Focus)

• Manage and develop local distributors and wholesalers
• Drive penetration in traditional trade channels (open markets, kiosks, wholesale markets)
• Expand modern trade channels, such as Shoprite Ghana and Melcom
• Ensure strong product availability and visibility across key outlets

3. Sales Team Management

• Lead and manage field sales teams, including Sales Representatives and Distributor Sales Representatives (DSRs)
• Set clear targets and track execution performance
• Conduct regular training (product knowledge, selling skills, route planning)
• Build and sustain a high-performance team culture

4. Route-to-Market (RTM) & Coverage Management

• Optimize sales routes and RTM strategies
• Improve numeric and weighted distribution coverage
• Strengthen last-mile execution capabilities

5. Market Execution & Brand Activation

• Ensure in-store execution of merchandising and visibility standards
• Implement consumer and trade promotions effectively
• Gather market intelligence (consumer insights, competitor activities)
• Respond to local competition (e.g., PZ Cussons)

6. Data Analysis & Business Insights

• Analyze sales performance (sell-in and sell-out data)
• Monitor inventory levels to prevent stock-outs or overstocking
• Provide sales forecasts and actionable improvement plans

Qualifications

Education

• Bachelor’s degree or above (Business Administration, Marketing, Economics, or related fields preferred)

Experience

• 5–8 years of sales experience (preferably in FMCG)
• Minimum 2 years of team management experience
• Strong understanding of Ghana’s distributor-driven sales model
• Experience in multinational companies is a plus (e.g., Nestlé, Procter & Gamble)

Core Competencies

• Strong execution capability: ability to deliver results in resource-constrained environments
• Solid distribution management skills with understanding of wholesale and retail networks
• Strong negotiation and stakeholder management skills
• Data-driven decision-making ability
• Strong market awareness: understanding of local consumer behavior (price sensitivity, pack size preferences, etc.)

Local Requirements (Critical)

• Familiarity with key regional markets in Ghana, such as Kumasi and Takoradi
• Willingness and ability to travel frequently across regions
• Good understanding of traditional trade channels and open market dynamics

<