Product Line Sales Manager – Maize

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

The successful candidate will translate the commercial strategy into practical field sales plans, lead the Sales Representatives team, expand distribution and protect margins in a highly competitive and price-sensitive market.

Key Responsibilities

Sales Planning & Target Setting

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

Distribution & Channel Management

• Build and manage a distributor network and direct sales coverage.
• Drive sales across wholesalers, kiosks, supermarkets, retailers and institutional customers.
• Ensure effective route-to-market execution and consistent product availability.
• Maintain strong product presence and merchandising standards at outlet level.
• Identify new regions, outlets and untapped market opportunities.

Team Leadership & Field Management

• Lead, train, coach and motivate the Sales Representatives team.
• Conduct joint field visits and provide hands-on coaching.
• Implement territory plans, sales call routines and reporting standards.
• Monitor individual and team performance and address underperformance.
• Drive the team towards agreed sales and distribution targets.

Pricing, Trade Spend & Promotions

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

Market Intelligence & Reporting

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

Operational Coordination

• Liaise with Supply Chain and Production teams on demand forecasts and stock availability.
• Coordinate with Marketing to ensure promotions and brand activations are effectively executed.
• Work with Finance and other commercial teams on sales performance, pricing and profitability.

Key Performance Indicators

• Maize flour sales volume and revenue against target.
• Market share and distribution coverage.
• Gross margin and trade spend ROI.
• Sales Representatives' productivity and target achievement.
• Forecast accuracy.
• Channel and route-to-market expansion.

Qualifications

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

Experience & Skills

• 6–8 years' experience in FMCG sales, preferably in maize flour.
• At least 2–3 years' experience managing field sales teams.
• Experience in high-volume and price-sensitive consumer product categories.
• Strong people management, coaching and team leadership skills.
• Proven ability to drive field sales teams towards ambitious volume targets.
• Strong distributor management and route-to-market experience.
• Excellent negotiation, communication and relationship management skills.
• Strong analytical, forecasting and reporting skills.
• Ability to work in a fast-paced, target-driven environment.

Desirable Experience

• Experience in grain milling or distribution-heavy consumer staples.
• Knowledge of applicable staple-food pricing regulations.
• Experience managing wholesale, retail and institutional sales channels.