Sales Manager

Position Summary

Apex Confectionery PLC is a new light manufacturing firm engaged in the production of sweet foods such as chewing gum, candies, toffees and lollipops. We are seeking a dynamic, results-driven Sales Manager to lead and expand its sales operation. This role requires a leader who combines commercial strategy, team management, and operational discipline—while also being capable of designing and implementing tools and systems that deepen market visibility, improve distributor engagement, and strengthen retailer and consumer connectivity.

Reports To: General Manager

Location: Kaliti Industrial Zone, Addis Ababa, Ethiopia (with regular travel to regional territories)

Key Responsibilities

Sales Leadership & Strategy

• Set and achieve monthly and quarterly sales volume targets by product line.
• Design and implement route-to-market (RTM) strategies to improve retail penetration and territory coverage.

System & Software Implementation

• Develop and roll out systems (Excel-based, software, or mobile app tools) for distributor performance tracking, retailer engagement, and market data collection.
• Continuously improve Apex’s digital route-to-market tools and follow-up mechanisms.

Sales Team Management

• Supervise and motivate a team of area sales managers and sales reps/promoters across territories.
• Set clear KPIs and conduct weekly performance reviews.
• Ensure daily retail outlet visits, wholesale engagement, and timely reporting.
• Identify training needs and lead development programs.

Market Development & Expansion

• Lead distributor acquisition efforts.
• Ensure monthly customer retention rate of 80%+.
• Drive new market penetration, particularly in up-country and rural areas.
• Personally engage in high-value territory development and relationship-building.

Data, Reporting & Execution Oversight

• Ensure high-quality and consistent submission of market intelligence reports and marketing material documentation.
• Analyze KPIs and dashboards for sales volume, product mix, sales team output, and profitability.

Promotions & Market Execution

• Support promotional campaigns to increase consumer pull and repeat purchases.

Key Performance Indicators (KPIs)

• Sales volume achievement by month and quarter
• Product mix distribution adherence
• New distributor activation and initial order size
• Distributor follow-up and sales growth
• Quality and timeliness of market data reports
• Sales team coverage and revenue per rep
• Implementation of digital/RTM tools and reporting accuracy
• Customer retention rate and field execution scores

Qualifications & Experience

• Bachelor’s degree in Business, Sales, or related field
• 5+ years of field sales and team leadership experience in FMCG
• Proven experience launching or managing sales systems or digital tools
• Familiarity with distributor networks, rural market activation, and retail promotions
• Strong Excel and tech literacy (e.g., sales trackers, mobile tools)

Skills

• Leadership and people development
• Strategic sales planning and execution
• Tech-savvy and system-oriented thinking
• Strong written and verbal communication (Amharic and English)
• Field discipline and ability to manage multiple regions
• Able to work independently and take initiative.

Compensation Package

• Base Salary: 42,000 ETB/month (net)
• Quarterly Performance Bonus: 40,000 ETB, based on KPI achievement
• Airtime allowance
• Opportunity for long-term performance-based growth

Skills Required:

• Sales / Marketing / Business / Management