FMCG SALES MANAGER (Liberia)

Position Overview The Sales Manager is responsible for driving regional revenue, volume growth, and market expansion across General Trade, Modern Trade, and Wholesale channels. This role leads the execution of Route-to-Market (RTM) strategies, distributor network management, trade marketing initiatives, and cross-functional team leadership. The ideal candidate will combine strong commercial acumen, distributor financial management, and hands-on coaching to build a high-performing sales force. Key Responsibilities Sales Execution & Route-to-Market (RTM) Develop and execute regional sales plans to meet and exceed monthly, quarterly, and annual volume and revenue targets. Optimize the distributor network by identifying, appointing, and managing high-performing channel partners. Implement disciplined beat/route planning for the field force to maximize active outlet coverage and strike rates. Ensure optimal product penetration and range selling (Lines per Call) to prevent over-reliance on a single flagship SKU. Increase the display area of our products in the store and occupy the largest display area. Distributor & Channel Management Manage relationships across diverse retail environments: General Trade (traditional retail/mom-and-pop stores), Modern Trade (supermarkets/hypermarkets), and Wholesale. Developing and maintaining an effective Customer Relations and database Monitor distributor health closely, tracking distributor days of stock, credit compliance, and order fill rates to prevent stock-outs. Drive secondary sales (movement from distributor to retail shelves) rather than simply pushing primary inventory into warehouses. Collects all complaints from Customers and Officers on various issues and at times help Management to solve the pressing ones. Trade Marketing & Merchandising Collaborate with the marketing team to execute in-store promotional campaigns, trade schemes, and market activation. Enforce high visual merchandising standards and maximize share of shelf/On-Shelf Availability (OSA) at point-of-sale. Manage and track the efficiency of trade spend and promotional budgets to ensure high ROI. Investigate and finish market Survey Form and keep it updated Team Leadership & Capability Building Lead, mentor, and manage a team of Area Sales Managers, Sales Executives, and Merchandisers. Conduct field accompaniments and coaching sessions to improve team strike rates, objection handling, and relationship management. Establish clear KPIs, track daily sales force automation (SFA) data, and run structured performance reviews. Evaluate Sales supervisor and customer service supervisor’s performance； Manage and coordinates the work between each sales supervisor and each team. Train sales officers on their duties and expectation. Supervise and coordinate activities of workers engaged in department operation activities Other work tasks arranged by the leader Qualifications & Experience Experience: 5+ years of proven sales experience within the FMCG industry (e.g., food, beverage, personal care, home care), Relationship management, with at least 2–3 years in a people management or supervisory role. Education: Bachelor’s degree in Business Administration, Marketing, Economics, or a related field. Ability: Management ability, Communication ability, data analysis, sales ability, market research ability Technical Skills: Deep familiarity with Sales Force Automation (SFA) tools, Distribution Management Systems (DMS), and advanced Microsoft Excel for market data analysis. Analysis ability, planning ability, Market Research and leaning skill, Microsoft Office Skills Mobility: Ability and willingness to travel extensively within the assigned region (often 50-70% field-based). Key Performance Indicators (KPIs) Primary and Secondary Sales Target Achievement (% vs. Target) Numeric and Weighted Distribution Growth (Outlet Coverage) Sales Force Productivity (Strike Rate / Effectively Covered Outlets) Lines Per Call / SKU Range Penetration Distributor Inventory Health (Target: 12–18 Days of Stock)