Job Summary
We are seeking an experienced and visionary Head of Sales / General Manager – Sales to lead our entire sales function and drive revenue growth across all channels and territories. This is a role that combines strategic leadership with hands-on execution, requiring a results-driven executive who can build high-performing teams, expand market share, and deliver sustainable profitability.
The ideal candidate will be responsible for setting the sales strategy, managing the sales P&L, optimizing distribution networks, and ensuring alignment between sales, marketing, supply chain, and finance functions. As GM-Sales, you will act as the commercial architect of the business, shaping how we win in the marketplace.
Key Responsibilities
Strategic Leadership & Business Growth
- Develop and execute the company’s sales strategy to achieve aggressive revenue, volume, and market share targets.
- Set long-term goals for market penetration, customer acquisition, and brand positioning.
- Analyze market trends, competitor activity, and customer insights to inform go-to-market strategies.
- Lead annual and quarterly business planning processes in collaboration with Finance and Marketing.
- Drive innovation in route-to-market (RTM), pricing models, and channel mix.
Sales Operations & Performance Management
- Oversee all sales activities across Modern Trade, Open Trade, Distributors, E-commerce, and Direct Channels.
- Monitor KPIs such as sales performance, sell-in/sell-out, stock turnover, coverage, and conversion rates.
- Implement CRM systems and data analytics tools to improve forecasting accuracy and decision-making.
- Ensure seamless coordination between field sales, trade marketing, logistics, and inventory teams.
P&L & Financial Accountability
- Own the Sales P&L, including revenue, cost of sales, trade spend, promotions, and field expenses.
- Work closely with Finance to prepare budgets, monitor variances, and optimize ROI on sales investments.
- Approve promotional plans, discounts, and key account deals within financial guidelines.
- Identify cost-saving opportunities without compromising growth or service quality.
Team Leadership & Talent Development
- Recruit, lead, mentor, and develop a high-performance sales leadership team.
- Establish clear performance expectations, conduct regular reviews, and implement coaching programs.
- Foster a culture of accountability, collaboration, and continuous improvement.
- Design incentive schemes and commission structures that motivate performance and retention.
Key Account & Stakeholder Management
- Build and maintain strategic relationships with major customers, distributors, and partners.
- Lead negotiations on contracts, shelf space, listing fees, and joint business planning (JBP).
- Represent the company at industry events, board meetings, and client presentations.
Cross-Functional Collaboration
- Collaborate with Supply Chain to ensure product availability and reduce out-of-stocks.
- Work with HR on workforce planning, training, and succession development.
Experience:
- Minimum of 8–10 years in progressive sales roles, with at least 4 years in a senior leadership capacity.
- Proven experience managing multi-million-naira sales portfolios.
- Demonstrated success in FMCG, Consumer Durables, Technology, or Industrial sectors.
- Experience working in complex, multi-channel environments.
Skills & Competencies:
- Strong strategic thinking and problem-solving skills
- Excellent command of sales metrics, forecasting, and financial analysis
- Outstanding leadership, communication, and negotiation abilities
- Proficiency in Microsoft Excel, PowerPoint, CRM software, and BI tools
- Ability to operate effectively under pressure and meet deadlines
- High integrity, resilience, and change management capability
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