Sales Manager

Key Responsibilities

Sales Strategy & Execution

• Develop and implement effective sales strategies aligned to business targets and market opportunities.
• Lead route-to-market planning, distribution efficiency, and trade activation initiatives.
• Monitor competitor activity and identify opportunities for differentiation and market share growth.
• Prepare accurate sales forecasts, reports, and pipeline reviews for senior leadership.

Team Leadership & Development

• Directly manage, coach, and motivate the sales team to achieve individual and collective targets.
• Design and deliver training programmes to improve product knowledge, sales technique, and team productivity.
• Conduct regular performance reviews, set SMART objectives, and provide ongoing feedback.
• Foster a positive, high-performance team culture with clear accountability.

Client & Distributor Management

• Manage relationships with Key Distributors and Super Key Distributors to ensure availability and distribution targets are met.
• Negotiate deals, contracts, and pricing with clients in line with business policy.
• Handle customer relations issues promptly, ensuring high satisfaction and retention.
• Identify and develop new business opportunities to expand the customer base.

Reporting & Planning

• Prepare and present regular sales reports, including progress against targets and market insights.
• Participate in management meetings and contribute to commercial planning and budgeting.
• Maintain accurate records of customer accounts, sales activity, and credit management.

Cross-Functional Collaboration

• Collaborate with marketing to design and execute promotional campaigns and brand activation.
• Work with operations and logistics to ensure orders are fulfilled accurately and on time.
• Provide market feedback to inform product and pricing decisions.

KPI Framework — How Performance Is Measured

The Sales Manager’s performance is assessed against the following Key Performance Indicators. Targets are set by the CEO at the start of each quarter and reviewed monthly.

Revenue & Sales Performance

• Achieve 100% of the monthly and quarterly revenue targets set by the CEO.
• Deliver consistent quarter-on-quarter revenue growth across the full sales portfolio.
• Acquire a minimum number of new customer accounts each quarter, as agreed with the CEO.
• Drive aggressive movement of slow-moving and near-expiry stock through planned promotions and targeted sales activity.

Team Leadership & Development

• Ensure a minimum of 85% of the sales team meets their individual targets each month.
• Conduct structured performance reviews for every team member on the agreed schedule without exception.
• Deliver at least one formal training or coaching session per month to improve product knowledge, sales technique, and team accountability.
• Maintain a high-performance team culture with clear individual accountability and consistent standards of conduct.

Client & Distributor Management

•  Retain a minimum of 95% of active Key Distributors and Super Key Distributors quarter on quarter.
• Identify and onboard new distributors or key accounts each quarter in line with agreed targets.
• Resolve all customer and distributor complaints promptly and ensure zero unresolved issues carried beyond the agreed resolution window.

Reporting & Planning

• Submit the weekly sales report to the CEO every week without exception.
• Deliver monthly sales forecasts with a variance of no more than 10% against actual performance.
• Maintain accurate, up-to-date records of all customer accounts, sales activity, and credit positions at all times.

Review Cadence

• Weekly: Monday check-in with the CEO covering pipeline, target tracking, and any escalations.
• Monthly: Full KPI review with the CEO and HR Manager.
• Quarterly: Formal structured review. Goals set for the next quarter.
• Annually: Full-year appraisal in December covering performance, salary review, and career development.

Person Specification

Essential Requirements

• Minimum 5 years of sales experience, with at least 2 years in a senior or managerial role.
• Proven track record of meeting or exceeding sales targets in an FMCG, distribution, or related environment.
• Demonstrated experience managing distributors and key accounts.
• Strong leadership and team development skills, including training and performance management.
• Excellent negotiation, communication, and relationship-building skills.
• Ability to develop strategic sales plans and translate them into operational action.

Desirable Attributes

• Experience in the beverages, consumer goods, or distribution sector.
• Proficiency in data analysis and sales reporting tools.
• Degree in Business, Marketing, or a related field.
• Familiarity with credit management and route-to-market principles.

What We Offer

• Competitive salary and performance-based incentives.
• Opportunity to lead a growing commercial team in a dynamic sector.
• Clear career progression pathway.
• Collaborative and supportive working environment.

Location: Accra

Salary: Attractive