Area Sales Manager – Costa Tea at Givanas Group of Companies

Role Summary

The Area Sales Manager will drive the sales, distribution, and market expansion of Costa Tea across Lagos’ traditional and open market channels. The ideal candidate must possess deep tea/beverage category sales experience and demonstrate a strong operational footprint in Lagos markets, supported by verifiable Route-to-Market execution and channel growth success.

Key Responsibilities

• Lead sales performance for Costa Tea within traditional, wholesale, and distributor channels in Lagos
• Expand product availability through distribution penetration, retailer onboarding, and territory coverage optimization
• Manage and develop field sales teams to ensure effective outlet coverage and sales productivity
• Strengthen relationships with key wholesalers, sub-distributors, and market trade partners
• Execute trade activation initiatives to improve brand visibility and market dominance at the point of sale
• Track competitor activities, pricing trends, and channel dynamics to support data-driven sales planning
• Deliver on volume, distribution, market coverage, and visibility KPIs

Qualifications & Experience

• Bachelor’s degree in Business, Marketing, or a related discipline
• 5–8+ years of sales experience in the tea or beverage category
• Minimum 3+ years specifically selling tea brands in Lagos traditional/open markets
• Proven experience working with distributors, wholesalers, and open market clusters
• Demonstrated success in territory expansion and channel distribution growth
• Prior experience leading and managing field sales teams
• Strong commercial negotiation and channel management capability

Required Skills

• Distributor & Wholesaler Channel Management
• Route-to-Market & Retail Coverage Execution
• Tea/Beverage Category Sales Expertise
• Sales Team Leadership & Field Performance Coaching
• Market Expansion & Distribution Growth Strategy