Sales Lead - Equipment and Commodity

About the Company

Farm Warehouse is an online marketplace that connects farmers and other stakeholders in the agricultural value chain in Nigeria with the products and services they need to succeed. Our platform offers a wide range of agricultural products, including fertilizers, seeds, animal feed, farming tools, and machinery, as well as training and consultancy services. We are committed to promoting sustainable agriculture and helping to improve the livelihoods of farmers and their communities.

Overview of the Role

We are looking for a Produce Sales Manager who would be responsible for sales of aggregated commodities produced from the hubs, with a strong focus on sales performance and efficiency. The role involves gathering and interpreting data, generating insights, and working closely with the sales team to optimize strategies, track KPIs, and support revenue growth. The role involves ensuring efficient inventory management, logistics coordination, and alignment with customer and market demands. The ideal candidate will combine strong analytical abilities with an understanding of sales operations and customer management.

We are seeking a high-performing Sales Lead – Equipment & Commodity to drive revenue growth, market expansion, and customer acquisition for our equipment and commodities. This role is ideal for a seasoned FMCG sales professional with a strong track record in route-to-market execution, key account management, distributor development, and commercial strategy.

The successful candidate will lead the end-to-end sales process, from demand generation to deal closure, and will have an understanding of sales operations and customer management. You will leverage data, market intelligence, and customer insights to deliver sales targets and sustainable growth.

Key Responsibilities

• Develop and implement a comprehensive sales strategy for equipment and ensure timely off-take of processed commodities to achieve revenue and profitability targets.
• Identify, onboard, and manage high-value customers, potential individual buyers, traders, distributors, and institutional off-takers.
• Drive volume growth through effective route-to-market (RTM) models, distributor networks, and institutional sales.
• Collect, analyze, and interpret sales data to track performance of corporate accounts and distribution hubs.
• Monitor sales of aggregated commodities and prepare periodic reports for management.
• Monitor and evaluate competitors’ activities, pricing, and market trends.
• Drive the sales team in identifying growth opportunities, pricing strategies, and customer acquisition initiatives.
• Track and analyze local and international commodity market trends, pricing indices, and demand-supply dynamics.
• Provide regular reports and forecasts on equipment and commodity price movements and sales performance.
• Recommend optimal pricing strategies to maximize profit margins.
• Identify inefficiencies in sales and hub operations and recommend process improvements.
• Collaborate with supply chain, procurement, and sales teams to optimize delivery timelines and cost-effectiveness.
• Work closely with operations and logistics teams to align supply availability with sales commitments.
• Identify potential risks in commodity sales (price volatility, buyer defaults, logistical constraints).
• Build and manage strong relationships with key accounts and distribution partners.
• Optimize channel performance to ensure product availability, visibility, and off-take across priority markets.
• Monitor market trends, competitor activities, pricing benchmarks, and demand–supply dynamics.
• Translate insights into winning commercial and pricing strategies.
• Identify new market opportunities, expansion territories, and implement customer retention and growth strategies.
• Own sales forecasting, pipeline management, performance tracking, and lead periodic business reviews and performance reports.
• Use data to drive decision-making on product mix, pricing, promotions, and customer segmentation.
• Mitigate commercial risks including price volatility, slow-moving inventory, and customer defaults.

Qualifications & Skills

Education:

• Bachelor's degree in Business Administration, Sales & Marketing, Economics, or related field.

Experience:

• 3-5 years of progressive sales experience, preferably in agriculture.
• Strong background in sales operations, FMCG, commodities, agricultural inputs, or equipment sales.
• Proven track record of consistently delivering on ambitious revenue and volume targets.
• Experience managing distributors, key accounts, and multi-channel sales structures.

Skills:

• Proficiency in Microsoft Excel, Power BI, or other data analysis/visualization tools.
• Knowledge of CRM systems is an advantage.
• Strong numerical, data interpretation, and problem-solving skills.
• Excellent communication and presentation abilities.
• Strong acumen and understanding of sales strategies
• Detail-oriented with strong organizational and time management skills.
• Ability to work independently and collaboratively across departments.

Why Join:

• Opportunity to shape and scale a purpose-driven brand.
• Professional development and career growth opportunities.
• Hybrid work opportunity.

Interested and qualified candidates should send their CV to hr@farmwarehouse.org using the Job Title as the subject of the email.

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