Head of Commercial Sales at Drinks.ng

Role Overview

• The Head of Commercial Sales will be responsible for developing and executing a holistic sales and commercial strategy that integrates our retail stores, eCommerce platform, franchise expansion, wholesale distribution, and new product development.
• This role requires a strategic leader with deep FMCG experience, a strong commercial mindset, and the ability to drive revenue growth across multiple business verticals.

Key Responsibilities

Sales Strategy & Revenue Growth

• Develop and implement a commercial sales strategy covering retail, eCommerce, franchise operations, distribution, and new product launches.
• Drive revenue growth and achieve ambitious sales targets across all business segments.
• Conduct market analysis to identify new revenue opportunities and areas for expansion.
• Ensure the pricing strategy is competitive while maximizing profitability.

Retail & Franchise Expansion

• Oversee the performance of Drinks.ng’s retail stores and drive in-store sales growth.
• Develop and execute a strategy to expand our franchise network, ensuring
• seamless integration and operational efficiency.
• Strengthen relationships with franchise partners to enhance sales performance and customer experience.

eCommerce & Digital Sales

• Optimize the performance of Drinks.ng’s eCommerce platform, driving online sales and conversion rates.
• Develop and implement omnichannel sales strategies to ensure a seamless shopping experience across online and offline platforms.
• Leverage data and analytics to enhance customer retention, personalization, and targeted marketing efforts.

Wholesale & Distribution Business

• Expand Drinks.ng’s distribution footprint, ensuring strong partnerships with wholesalers, distributors, and modern trade players.
• Strengthen relationships with hotels, bars, restaurants, and corporate clients (HoReCa sector).
• Drive operational efficiency in logistics and supply chain to ensure seamless product availability.

New Product Development & Commercialization

• Collaborate with internal teams and partners to launch and commercialize new beverage products.
• Develop go-to-market strategies for RTD products, spirits, wines, and energy drinks, ensuring strong sales penetration.
• Monitor market trends and consumer insights to identify new product opportunities and drive innovation.

Team Leadership & Performance Management

• Lead and manage a high-performing commercial sales team, ensuring clear KPIs and accountability.
• Drive a sales-driven culture through motivation, training, and performance management.
• Implement structured commission and incentive programs to enhance team productivity.

Commercial Partnerships & Negotiations

• Build and manage strategic partnerships with suppliers, key accounts, and modern trade partners.
• Lead high-level negotiations with distributors, suppliers, and retail chains to ensure favorable terms and business growth.
• Manage trade marketing budgets and initiatives to maximize in-store and online visibility.

Financial & Operational Oversight

• Work closely with finance and supply chain teams to optimize inventory management, pricing, and sales forecasting.
• Ensure sales operations align with overall business objectives, profitability targets, and cost controls.
• Monitor credit risk and enforce payment compliance policies to maintain healthy cash flow.

Key Requirements

• 10+ years of sales leadership experience in FMCG, preferably in the beverage or alcohol sector.
• Proven track record in managing and scaling retail, eCommerce, franchise, and distribution sales.
• Strong experience in wholesale distribution, modern trade, and corporate sales (HoReCa sector).
• Deep understanding of Nigerian retail dynamics, digital commerce, and consumer buying behavior.
• Excellent negotiation, financial acumen, and strategic planning skills.
• Strong leadership and people management skills, with the ability to motivate and drive high-performing teams.
• Data-driven mindset, with expertise in sales analytics, forecasting, and performance measurement.