Regional Sales Manager

Responsibilities:

Sales & Business Development

• Deliver regional sales volume and revenue targets for cereals and snacks.
• Develop and execute sales strategies to expand numeric and weighted distribution across Lagos and South-West Nigeria.
• Drive penetration in both modern trade (supermarkets, hypermarkets) and open/general trade channels.
• Manage distributor recruitment, development, and performance across the region.
• Establish and deliver on joint business plans (JBPs) with key customers and distributors.

Distribution & Coverage Expansion

• Ensure products are available in all major urban and semi-urban centers across the region.
• Monitor stock levels, demand forecasting, and supply chain performance to prevent stock-outs or expiries.
• Develop efficient sales routes and market coverage strategies through van sales and distributor-led channels.
• Strengthen relationships with distributors, wholesalers, and modern trade partners.

Trade Marketing & Brand Visibility

• Ensure proper execution of trade marketing activities, promotions, and consumer activations.
• Drive visibility standards across supermarkets, open markets, and retail outlets.
• Implement point-of-sale (POS) materials, branded displays, and in-store activations.
• Coordinate with marketing teams to localize campaigns and track effectiveness.

People Leadership & Performance Management

• Lead, coach, and supervise Territory Sales Managers (TSMs), Van Sales Representatives (VSRs), and merchandisers.
• Build a high-performance sales culture across the regional team.
• Set clear Key Performance Indicators for the team and ensure regular performance monitoring.
• Identify training needs and implement capacity-building initiatives.

Market Intelligence & Strategy Execution

• Monitor competitor activities, market trends, and consumer behaviors within Lagos and South-West Nigeria.
• Provide timely market feedback and strategic recommendations to the Head of Sales.
• Support the design and execution of regional growth strategies, pricing policies, and promotional plans.
• Track and analyze regional sales data, ensuring data-driven decision-making.

Financial & Compliance Responsibilities

• Ensure adherence to approved budgets, credit control policies, and trade terms.
• Drive profitability through efficient pricing, cost control, and effective distributor management.
• Guarantee compliance with company standards, sales policies, and operational processes

Requirements:

• Bachelor’s degree in Business Administration, Marketing, Economics, or related field (MBA/MSc is an added advantage).
• 8–12 years’ experience in FMCG sales, with at least 3–5 years in a managerial role.
• Proven track record of managing multi-state territories and achieving sales growth.
• Strong experience in managing distributors, modern trade accounts, and open/general trade channels.
• Strong knowledge of FMCG distribution dynamics (wholesale, retail, open market, and modern trade).
• Proficiency in sales reporting tools, ERP/CRM systems, and MS Office (Excel, PowerPoint, Word).
• Excellent understanding of market mapping, route-to-market (RTM) strategies, and demand planning.
• Strategic thinker with strong business acumen.
• Excellent leadership and people management skills with the ability to lead multi-layered teams.
• Strong negotiation and relationship management with distributors and key accounts.
• High energy, resilience, and adaptability to fast-changing market conditions.
• Excellent communication, presentation, and stakeholder management skills.
• Strong analytical, problem-solving, and decision-making abilities.