Product Line Sales Manager – Bags

We are looking for an experienced and results-driven Sales Manager to lead the sales execution of Spenza Bags Ltd's maize flour product line. The role will be responsible for delivering volume, revenue and distribution targets across external customers and channels.

The successful candidate will translate the company's commercial strategy into field-level sales plans, manage the Sales Representatives team and drive distribution and market growth while protecting margins in a highly price-sensitive category.

Key Responsibilities

Sales Planning & Target Setting

• Develop annual and quarterly sales plans covering volume, revenue and distribution.
• Set sales targets for Sales Representatives based on territory potential and channel strategy.
• Manage the sales plan covering volume, pricing, product mix and trade spend.
• Monitor sales performance against targets and implement corrective actions where required.

Distribution & Channel Management

• Build and manage distributor networks and direct sales coverage.
• Develop sales across wholesalers, retailers, supermarkets, kiosks and institutional customers.
• Drive effective route-to-market execution and product availability.
• Ensure consistent product presence, stock availability and merchandising standards.
• Identify and develop new regions, outlets and market opportunities.

Team Leadership & Field Management

• Lead, coach and motivate the Sales Representatives team.
• Conduct joint field visits and provide hands-on sales support.
• Enforce territory plans, call routines and sales reporting standards.
• Monitor individual and team performance and address underperformance.
• Recognize and support high-performing team members.

Pricing, Trade Spend & Promotions

• Implement the approved pricing strategy while maintaining competitiveness and protecting margins.
• Plan and coordinate trade promotions and market activations.
• Evaluate promotional performance and recommend appropriate allocation of trade spend.
• Monitor market pricing and recommend adjustments where necessary.

Market Intelligence & Reporting

• Monitor competitor pricing, promotions, distribution and stock levels.
• Provide accurate sales forecasts and regular performance reports.
• Gather market feedback on product quality, packaging and consumer preferences.
• Identify emerging market trends and opportunities.

Operational Coordination

• Work closely with Supply Chain and Production teams on demand forecasting and stock availability.
• Coordinate with Marketing to ensure promotions, campaigns and brand activations are effectively implemented.
• Collaborate with Finance and Commercial teams on sales performance, pricing and profitability.

Key Performance Indicators

• Sales volume and revenue against targets.
• Market share and distribution coverage.
• Gross margin and trade spend ROI.
• Sales team productivity and target achievement.
• Forecast accuracy.
• Channel and route-to-market expansion.
• Growth in active customers and distribution points.

Qualifications

• Postgraduate diploma or certificate in Sales & Marketing, such as CIM, is an added advantage.
• Professional membership in a recognized sales or marketing body is desirable.
• Bachelor's degree in Business, Commerce, Marketing or a related field is an added advantage.

Experience & Skills

• 6–8 years' experience in FMCG sales, preferably within maize flour or consumer staples.
• At least 2–3 years' experience managing field sales teams.
• Experience working in high-volume and price-sensitive product categories.
• Strong experience in distributor management and route-to-market execution.
• Strong people management, coaching and team leadership skills.
• Proven ability to drive field-based teams towards aggressive sales targets.
• Strong negotiation, communication and relationship management skills.
• Good understanding of pricing, promotions, distribution and trade spend.
• Strong analytical and reporting skills.
• Ability to work in a fast-paced, target-driven environment.

Industry Experience

Experience in grain milling, maize flour or distribution-heavy consumer staples is highly desirable. Knowledge of applicable staple-food pricing regulations will be an added advantage.