AREA SALES MANAGER (ASM) AT SONIA FOODS INDUSTRIES LIMITED | SALES JOBS IN LAGOS

About Company:

Sonia Foods Industries is one of the leading tomato products processing factories in West Africa. Its headquarters is located on the Lagos-Ibadan Expressway, KM 39. The company produces Tomato Mix, Peppe & Onion Tomato Seasoning Mix, Curry Powder, and Thyme Leaves, under the brand name Sonia. The factory is located on Ikorodu Shagamu Express Road, Onigbagbe/Sotubo Village, Shagamu, Ogun State, Nigeria.

Job Description:

We are seeking a high-impact, results-driven Area Sales Manager (ASM) to lead our sales operations and drive market dominance within our assigned territory. This is a critical leadership role for a seasoned professional who understands the pulse of the FMCG market.

You will be responsible for translating our corporate sales strategy into winning field execution. From driving volume and value growth to coaching our sales teams and nurturing high-level distributor relationships, you will be the engine behind our sustainable business success. If you are a natural leader with a proven track record in the FMCG sector and a passion for winning in the market, we want you to lead our sales force.

Requirements:

Sales & Business Growth

• Strategic Execution: Develop and execute area sales plans that align with our annual targets and corporate objectives.

• Performance Driving: Oversee the achievement of volume, value, distribution, and market share targets, taking swift, corrective action when trends shift.

• Market Expansion: Ensure effective coverage, optimize route-to-market efficiency, and drive outlet expansion within your assigned territory.

Distributor & Channel Management

• Relationship Building: Strengthen distributor relationships to ensure optimal service levels, stock availability, and operational efficiency.

• KPI Oversight: Review and manage distributor KPIs, including sales growth, stock rotation, and credit management.

• Network Development: Identify and develop new distributors or sub-distributors to fill market gaps and boost penetration.

Leadership & Team Capability

• Team Management: Lead, coach, and motivate Sales Supervisors and Sales Representatives.

• Field Coaching: Conduct regular joint calls and performance reviews to ensure the sales force is meeting productivity standards.

• Development: Identify training needs and foster an environment of continuous capability improvement and professional discipline.

Market Execution & Intelligence

• In-Store Excellence: Champion high standards for in-store execution, visibility, merchandising, and promotional compliance.

• Competitive Intelligence: Monitor competitor activities, pricing, and market dynamics, feeding timely insights back to management to support strategic decisions.

• Product Launches: Provide hands-on support for new product launches, ensuring effective and rapid market penetration.

Reporting & Administration

• Management Reporting: Prepare and submit accurate daily, weekly, and monthly sales reports using approved dashboards.

• Budget Stewardship: Manage area budgets effectively, ensuring cost-efficient operations.

Qualifications and Skills:

• Education: Bachelor’s degree or HND in Business Administration, Marketing, Economics, or a related discipline. An MBA or professional certification is a significant advantage.

• Experience: * Minimum of 8 years of total sales experience in the FMCG industry.

  • At least 4 years of FMCG experience with a reputable organization.

  • Minimum of 3 years of proven experience specifically as an Area Sales Manager.

  • A strong, documented background of progression from Sales Representative to leadership roles.

• Key Competencies:

  • Leadership: Exceptional ability to coach, manage, and inspire sales teams.

  • Technical Expertise: Deep knowledge of FMCG route-to-market operations.

  • Analytical Skills: Sound planning, problem-solving, and financial acumen.

  • Negotiation: Expert-level skills in distributor management and commercial negotiation.

  • Integrity: High level of accountability, result-orientation, and adherence to ethical standards.

  • Mobility: Willingness to travel extensively within the assigned territory.

Salary

Application Closing Date: Not specified

Application Instructions:

Interested and qualified candidates should send their CV to: careers@blumedistribution.com and copy hr@blumedistribution.com using the Job Position as the subject of the email.