Product Line Sales Manager – Wheat Flour

We are looking for an experienced and commercially focused Sales Manager to lead sales of the company's wheat flour product line across retail and business-to-business channels. The role will focus on growing sales among bakeries, food-service businesses and other institutional customers while maintaining strong retail distribution.

The successful candidate will manage the Sales Representatives team, develop key accounts and drive growth through strong customer relationships, reliable supply and quality service.

Key Responsibilities

Sales Planning & Key Account Development

• Develop annual and quarterly sales plans for wheat flour across retail and B2B channels.
• Set sales targets for Sales Representatives based on territories and channel potential.
• Manage key bakery, food-service and industrial accounts.
• Develop and maintain contracts, supply agreements and joint business plans with key customers.
• Manage the wheat flour product-line performance, including volume, pricing, product mix and trade spend.
• Identify new business opportunities and grow existing accounts.

Team Leadership & Field Management

• Lead, coach and develop Sales Representatives covering retail, institutional and bakery territories.
• Conduct joint customer visits and provide sales coaching.
• Monitor sales calls, territory coverage and reporting.
• Build the team's technical selling knowledge, particularly in bakery applications.
• Monitor individual and team performance against targets.

Channel Strategy & Distribution

• Optimize coverage across modern trade, general trade and direct bakery distribution.
• Grow penetration among bakeries, food-service businesses and institutional customers.
• Manage and monitor distributor performance.
• Ensure product availability, shelf presence and price compliance.
• Identify opportunities to expand distribution into new markets and customer segments.

Pricing & Trade Terms

• Implement the approved pricing strategy while maintaining competitiveness and protecting margins.
• Develop customer retention and volume incentive programs.
• Negotiate commercial terms with key customers and distributors.
• Monitor pricing and profitability across different customer segments.

Market Intelligence & Forecasting

• Monitor competitor brands, pricing and market activities.
• Track institutional customer activity and relevant market trends.
• Monitor raw grain price movements and their potential impact on margins.
• Prepare accurate demand forecasts and monthly sales performance reports.

Cross-Functional Coordination

• Work closely with Supply Chain and Production teams to ensure consistent product quality and availability.
• Coordinate with Marketing on branding, packaging and bakery-sector promotions.
• Work with Finance on customer accounts, pricing and profitability.
• Provide feedback from customers to relevant internal teams.

Key Performance Indicators

• Wheat flour sales volume and revenue against target.
• Growth and retention of key accounts and institutional customers.
• Market share and distribution coverage.
• Gross margin and trade spend ROI.
• Sales team productivity and target achievement.
• Forecast accuracy.
• Growth in bakery and food-service accounts.

Qualifications

• Postgraduate Diploma or Certificate in Sales & Marketing, such as CIM.
• Qualification or experience in Food Science, Agribusiness or a related field is an added advantage.
• Bachelor's degree in Business, Commerce, Marketing or a related field is desirable.

Experience & Skills

• 6–8 years' experience in FMCG, wheat flour or food-ingredient sales.
• At least 2–3 years' experience managing field sales teams and B2B key accounts.
• Strong experience in business-to-business sales and key account management.
• Strong negotiation, relationship-building and people-management skills.
• Proven ability to develop and retain major customers.
• Strong understanding of distribution, pricing and trade terms.
• Excellent communication and presentation skills.
• Strong analytical, forecasting and reporting abilities.
• Ability to work in a fast-paced, target-driven environment.

Desirable Experience

• Experience selling wheat flour or bakery ingredients to industrial or artisanal bakeries.
• Experience working with food manufacturers, food-service businesses or institutional customers.
• Familiarity with food-grade quality standards and supply requirements.
• Experience managing distributor networks and direct bakery distribution.