Modern Trade Sales Manager at a Healthcare Consumer Good Company

Key Responsibilities

Account Management and Revenue

• Develop and execute annual and quarterly sales plans for all modern trade key accounts.
• Deliver monthly, quarterly and annual volume, revenue and margin targets.
• Build strong, senior-level relationships with buyers, category managers and store managers.
• Negotiate and manage trade terms, listing fees, rebates, promotional funding and payment terms.
• Identify and open new modern trade accounts and new store listings.

Distribution and In-Store Execution

• Drive numeric and weighted distribution, shelf share, planogram compliance and correct pricing.
• Ensure consistent product availability and resolve out-of-stock, supply and invoicing issues quickly.
• Oversee merchandising standards, displays, secondary placements and in-store promotions.
• Conduct regular store visits and audits to track execution against agreed standards.

Trade Marketing and Promotions

• Plan and run account-specific promotions, in-store activations and seasonal campaigns with the marketing team.
• Track promotional ROI and adjust spend toward the best-performing activities.

Team Leadership

• Lead, coach and evaluate the modern trade team (key account executives, merchandisers, sales representatives).
• Set clear targets, run weekly performance reviews and build a culture of accountability.

Planning, Reporting and Collaboration

• Maintain accurate forecasts and communicate demand plans to supply chain and finance.
• Monitor receivables and work with finance to keep overdue balances within agreed limits.
• Analyse sales data, competitor activity and market trends, and report insights and recommendations to leadership.
• Work closely with marketing, supply chain, finance and distributor partners.

Preferred Qualifications:

• Bachelor’s Degree in Business Administration, Marketing, or a related field.
• 5+ years of sales experience in FMCG, beverages, food or consumer goods, with at least 3 years managing modern trade or key accounts.
• Proven track record of meeting or exceeding sales targets and managing a sales team.
• Existing relationships with major supermarket, pharmacy and retail chains in Nigeria are a strong advantage.

Skills and Competencies

• Strong negotiation and commercial acumen
• Solid understanding of trade terms, category management, planograms and retail execution
• Strong analytical skills; confident with Excel and sales reporting tools
• Excellent communication and relationship-building skills
• Leadership, coaching and people-management ability
• Self-driven, organised and able to work across multiple accounts and locations
• Willingness to travel within Lagos and to other cities as required