Area Sales Manager (ASM) - FMCG (Foods) at Sonia Foods Industries

Job Description

• We are seeking a highly driven and experienced Area Sales Manager (ASM) with a strong background in FMCG foods to manage our sales operations in Lagos Mainland.
• The ideal candidate must have proven expertise in open market sales, VSR (Van Sales Representative) operations, and strong knowledge of the local territory.
• The ASM will be responsible for achieving sales targets, expanding market presence, managing a team of sales reps, and building strong trade relationships across open markets.

Key Responsibilities

• Lead, supervise, and coach a team of VSRs and Field Sales Representatives to achieve daily, weekly, and monthly sales targets.
• Drive numeric and weighted distribution in open market retail channels.
• Develop and implement territory sales strategies aligned with company goals.
• Monitor and ensure effective execution of route-to-market strategies.
• Manage key distributors, open market partners, and retail stakeholders to grow market share.
• Track sales performance metrics and ensure proper reporting on sales activities.
• Identify and develop new business opportunities within the assigned area.
• Conduct regular trade visits, market audits, and competitor analysis to inform decision-making.
• Ensure adequate stock levels and timely replenishment in distributor and retail channels.
• Ensure adherence to pricing, discounting, and credit policies.

Qualifications & Experience

• Bachelor’s Degree in Business Administration, Marketing, or related field.
• Minimum of 7 years of sales experience in FMCG (preferably food category).
• Strong experience managing open markets and VSR operations.
• Deep understanding of Lagos Mainland retail trade dynamics and customer behaviour.
• Proven leadership experience managing field sales teams and distributors.
• Good analytical and numerical skills, with proficiency in sales reporting tools.
• Strong interpersonal, communication, and negotiation skills.
• Must be result-oriented, self-motivated, and able to work independently under pressure.
• Must reside in or be willing to work on the Lagos Mainland.

Preferred Skills:

• Proficiency in MS Office (especially Excel and PowerPoint)
• Familiarity with sales automation tools and market data analysis
• Ability to speak Yoruba or other local languages is an added advantage.