Area Sales Manager - General Trade - FMCG

Role Overview:

We are seeking a high-performing Area Sales Manager to lead our General Trade operations across Nigeria. In this role, you will be the primary driver of our market presence, managing the end-to-end distribution network to ensure our products reach every corner of your assigned territory. You will work closely with distributors, retail partners, and internal supply chain teams to execute sales strategies that align with our aggressive growth targets. By optimizing stock availability and fostering strong relationships with trade partners, you will directly influence our market share and ensure the brand remains a top choice for consumers in a highly competitive FMCG landscape.

Key Responsibilities:

- Drive primary and secondary sales targets by implementing robust distribution strategies that maximize product availability across the General Trade channel.

- Manage and mentor a team of sales representatives and distributors to ensure consistent performance and adherence to company sales policies.

- Execute sales planning initiatives by analyzing regional market trends and competitor activities to identify new growth opportunities.

- Monitor distributor health and inventory levels to prevent stock-outs and ensure efficient supply chain operations across the territory.

- Build and maintain long-term relationships with key retailers and wholesalers to secure brand visibility and shelf space dominance.

Required Skillset:

- Demonstrate a deep understanding of General Trade dynamics and FMCG distribution models, specifically within the Nigerian market.

- Exhibit strong analytical capabilities to translate sales data into actionable plans that optimize territory performance.

- Possess excellent negotiation and interpersonal skills to influence distributor partners and resolve operational challenges effectively.

- Communicate complex sales strategies clearly to cross-functional teams and stakeholders to ensure organizational alignment.

- Maintain a high degree of adaptability and resilience, thriving in a fast-paced, on-site environment that requires frequent travel across the region.

- Hold a Bachelor's degree in Business Administration, Marketing, or a related field, with a proven track record of managing sales operations for 2 - 5 years.