Sales & Marketing Manager

Key Responsibilities

•  Develop and execute the company’s sales and marketing strategy aligned with ATD’s growth objectives.
• Drive sales growth across existing and new product lines including salt, snacks, and future FMCG categories.
• Build and expand route-to-market coverage through wholesalers, distributors, retailers, key accounts, and regional trade partners.
• Set monthly, quarterly, and annual sales targets by product, region, channel, and customer segment.
• Lead market penetration efforts to improve product availability, visibility, placement, and sell-through in priority markets.
• Recruit, manage, coach, and supervise sales representatives, merchandisers, and field activation teams as needed.
• Build strong relationships with distributors, wholesalers, supermarkets, traditional trade outlets, and institutional buyers.
• Develop pricing, trade terms, and promotional recommendations in collaboration with finance and leadership.
• Monitor competitor activity, pricing movements, market trends, and customer behavior to support commercial decisions
• Plan and execute brand-building initiatives including trade activations, in-market promotions, product launches, and customer engagement campaigns.
• Work with branding and design teams to ensure consistent and compelling product positioning, packaging presentation, and promotional materials.
• Track sales performance, outlet coverage, strike rate, repeat orders, distribution gaps, and campaign effectiveness.
• Provide regular commercial reports and dashboards covering sales performance, channel insights, market feedback, and key risks/opportunities.
• Support new product launches with market entry plans, sampling, trade onboarding, and customer education Identify underperforming SKUs, territories, or customers and propose corrective action plans.
• Ensure disciplined use of trade spend, promotional budgets, and sales incentives to protect profitability.
• Collaborate closely with operations, warehousing, finance, and leadership to align demand planning, stock availability, and market execution.

Success Metrics / KPIs

• Monthly and quarterly sales target achievement
• Growth in outlet coverage and active buying customers
• Increase in product availability, visibility, and shelf presence
• Improvement in repeat orders and customer retention
• Growth in distributor/wholesaler network and territory penetration
• Market share gains in target regions and channels
• Effective use of trade marketing spend and promotions
• Quality and timeliness of commercial reporting and market insights

Required Qualifications

• Bachelor’s degree in Marketing, Business Administration, Sales, Economics, or related field
• Minimum of 4–7 years relevant experience in sales, marketing, or commercial management
• Prior experience in FMCG, food products, distribution, retail trade, or a fast-growing SME is strongly preferred
• Proven track record of meeting or exceeding sales targets
• Experience managing distributors, wholesalers, or field sales teams is a strong advantage

Required Skills & Competencies

• Strong sales leadership and execution capability
• Deep understanding of route-to-market, trade channels, and distribution growth
• Strong negotiation and relationship management skills
• Ability to drive product placement, market expansion, and outlet penetration
• Commercially minded with strong awareness of pricing, margins, and trade-offs
• Good understanding of branding, trade marketing, promotions, and customer engagement
• Strong analytical skills with ability to interpret sales data and market trends
• Excellent communication, presentation, and persuasion skills
• Ability to work in a startup or growth-stage environment with speed and discipline
• High ownership mindset, resilience, and bias for action
• Proficiency in Microsoft Excel, reporting tools, and basic digital marketing coordination

Ideal Candidate Profile

• Aggressive but disciplined commercial operator who can win in tough, price-sensitive markets
• Strong in both sales execution and practical marketing, not just theory
• Comfortable building sales systems and distribution from the ground up
• Able to balance growth, relationships, and margin protection
• Values honesty, accountability, teamwork, and field-driven execution

What We Offer

• Opportunity to help build a high-growth Ghanaian consumer products compan
• Leadership role with direct impact on business performance and strategic decisions
• Supportive, accountable, and values-driven work environment
• Opportunity to build systems and grow with the business
• Competitive compensation based on experience and fit

How to Apply: Interested candidates should submit their CV and a brief cover note highlighting relevant experience in finance, cash flow management, controls, and commercial decision support. Only shortlisted candidates will be contacted.

Location: Tamale, Ghana

Salary: Attractive