Job Role

The Head of Sales is responsible for leading the sales function, developing sales plans, managing customer and distributor relationships, and driving revenue growth. The role requires practical FMCG experience, strong market knowledge, and the ability to lead a sales team to achieve agreed targets.

2. PURPOSE OF THE ROLE

• Drive sales growth and achievement of revenue and volume targets.
• Expand market coverage, distribution, and customer reach.
• Lead and support the sales team to improve productivity and performance.
• Strengthen relationships with distributors, retailers, wholesalers, and key accounts.
• Provide accurate sales forecasts and performance reports to management.

3. DUTIES AND RESPONSIBILITIES

A. Sales Strategy & Target Management

• Develop and implement sales plans aligned with business objectives.
• Set sales targets by product, territory, channel, and team member.
• Monitor sales performance and implement corrective actions where targets are not met.
• Review market trends, competitor activity, and customer feedback to identify growth opportunities.

B. Team Leadership & Performance

• Supervise, coach, and motivate sales representatives and other sales staff.
• Conduct regular sales reviews and field visits to assess execution and provide support.
• Track team KPIs, attendance, productivity, and achievement of targets.
• Identify training needs and support continuous improvement of the sales team.

C. Distribution & Key Account Management

• Build and maintain productive relationships with distributors, wholesalers, retailers, and key accounts.
• Identify opportunities to expand product availability and distribution coverage.
• Support negotiations on pricing, promotions, visibility, and commercial terms within approved guidelines.
• Coordinate with relevant teams to address customer complaints and service issues.

D. Reporting & Cross-Functional Coordination

• Prepare and present sales forecasts, pipeline updates, territory reports, and performance dashboards.
• Monitor stock availability and coordinate with operations to reduce stock-outs and delays.
• Work with marketing on campaigns, promotions, and product visibility initiatives.
• Ensure sales activities and records comply with company policies and approved procedures.

Qualification

4. QUALIFICATIONS

• Diploma or Bachelor’s degree in Sales, Marketing, Business Administration, or a related field is preferred.
• Demonstrable experience in sales within the Fast-Moving Consumer Goods (FMCG) sector is mandatory.
• Previous experience leading or supervising a sales team is required; the appropriate experience level should be confirmed by the employer.
• Experience managing distributors, retail channels, wholesalers, or key accounts is an advantage.
• Ability to travel for field visits and market engagement as required.

5. COMPETENCIES

• Sales planning, forecasting, and target management
• Territory and key account management
• Sales reporting, KPI tracking, and data interpretation
• Negotiation and customer relationship management
• Microsoft Office or relevant sales reporting tools
• Strong communication and negotiation
• Commercial awareness and results orientation