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Area Sales Manager - Accra
Position : Area Sales Manager - Accra
To develop and execute sales strategies within the assigned territory (ACCRA) to achieve revenue growth, expand market presence, and establish strong relationships with distributors, retailers, and key stakeholders. The Area Sales Manager will also ensure the effective promotion of the company’s peanut products, oversee operational efficiency, and drive brand loyalty in the region.
Responsibilities :
Sales Strategy Development and Execution
- Develop and implement territory-specific sales plans to achieve or exceed sales targets.
- Monitor and analyze sales data to identify trends, opportunities, and areas for improvement.
Market Penetration and Expansion
- Identify new market opportunities and develop strategies to increase market share.
- Ensure product availability and visibility in key markets, including retail outlets, supermarkets, and local markets.
Distributor and Retailer Management
- Build and maintain strong relationships with distributors and retailers to ensure consistent supply and product availability.
- Monitor distributor performance and provide support to improve sales performance.
Product Promotion and Brand Awareness
- Coordinate with the marketing team to implement promotional campaigns and in-store activations.
- Educate retailers and consumers about the company’s products and benefits.
Sales Monitoring and Reporting
- Track daily, weekly, and monthly sales performance and report findings to the Regional Sales Manager.
- Provide insights into market conditions, competitor activities, and customer feedback.
Inventory and Distribution Oversight
- Ensure optimal inventory levels at distributor and retail outlets to avoid stockouts or overstocking.
- Coordinate with the logistics team to streamline the supply chain and ensure timely product delivery.
Customer Relationship Management
- Address customer concerns, queries, and complaints promptly to maintain high customer satisfaction.
- Foster long-term relationships with key clients and stakeholders.
Compliance and Standards
- Ensure compliance with company policies, food safety standards, and local regulatory requirements.
- Conduct regular audits of sales processes and operational practices in the field.
Team Coordination and Training
- Work closely with sales representatives and provide guidance to enhance their performance.
- Organize training sessions for sales teams, distributors, and retailers on product knowledge and sales techniques.
Market Research
- Conduct field visits to gather insights on consumer preferences, buying patterns, and competitor activity.
- Use market intelligence to refine sales strategies and ensure competitive positioning.
Supervisory duties
- Sales Team Management
- Lead and supervise a team of sales representatives within the assigned territory.
- Assign sales targets and ensure individual team members meet or exceed their objectives.
- Performance Monitoring and Evaluation
- Conduct regular performance reviews for sales staff to assess achievements and areas for improvement.
- Provide constructive feedback and implement corrective actions where necessary.
- Training and Development
- Organize training sessions to enhance the skills and knowledge of the sales team.
- Ensure team members are well-versed in product knowledge, sales techniques, and company policies.
- Field Support
- Accompany sales representatives on field visits to provide guidance and evaluate their performance in real-world scenarios.
- Offer hands-on support during major client meetings or negotiations.
- Conflict Resolution
- Address and resolve conflicts within the team or with clients/distributors to maintain a positive working environment.
- Act as a mediator for disputes involving team members or external stakeholders.
- Team Motivation and Engagement
- Foster a positive and collaborative team culture by recognizing achievements and celebrating successes.
- Provide regular communication to keep the team informed and aligned with company goals.
- Resource Allocation
- Ensure team members have the tools, materials, and support needed to execute their roles effectively.
- Manage work schedules, territory assignments, and coverage to optimize efficiency.
- Compliance Oversight
- Ensure sales representatives adhere to company policies, ethical standards, and local regulations.
- Monitor team activities to identify and address any non-compliance issues.
- Reporting and Communication
- Consolidate reports from sales representatives and present findings to the Regional Sales Manager.
- Relay important updates, feedback, and decisions from senior management to the team.
- Succession Planning
- Identify and nurture high-potential team members for future leadership roles.
- Work with HR to facilitate career development and advancement opportunities within the team.
General duties
Any other duties assigned
- KEY PERFORMANCE MEASURES
- Sales Performance
- Achievement of monthly, quarterly, and annual sales targets.
- Growth in revenue and market share within the assigned territory.
- Market Expansion
- Number of new retail outlets, distributors, or markets onboarded.
- Increase in product penetration and visibility in key areas.
- Distributor & Retailer Performance
- Sales growth and performance metrics of distributors and retailers in the territory.
- Retention rate of key distributors and accounts.
- Customer Satisfaction
- Positive feedback and high satisfaction scores from customers and stakeholders.
- Reduction in customer complaints or issues related to sales and distribution.
- Team Performance
- Percentage of sales representatives meeting or exceeding their targets.
- Training completion rates and performance improvement post-training.
- Inventory and Distribution Management
- Optimal stock levels maintained at distributor and retail locations.
- Timeliness and accuracy of product deliveries in the territory.
- Operational Efficiency
- Reduction in operational costs related to sales, distribution, and promotions.
- Effective implementation of sales plans and promotional activities.
- Compliance and Standards
- Adherence to company policies, ethical guidelines, and local regulations.
- Number of compliance breaches or incidents reported.
- Promotional Activities
- Success of marketing campaigns and in-store activations measured by sales lift and customer engagement.
- Increase in brand recognition and loyalty within the territory.
- Reporting and Insights
- Timeliness and accuracy of sales reports submitted to management.
- Actionable insights provided based on market trends and competitor analysis.
- Budget Management
- Staying within allocated budgets for sales and marketing activities.
- Return on investment (ROI) for promotional efforts and initiatives.
- KEY RELATIONSHIPS
- Internal
- Regional Sales Manager
- Sales Representatives
- Marketing Team
- Supply Chain/Logistics Team
- Customer Service Team
- Finance Team
- Human Resources Team
- Operations Team
- Production Team
- Executive Leadership
- KEY RELATIONSHIPS
- External
- Distributors
- Retailers
- End Customers
- Suppliers
- Regulatory Authorities
- Industry Associations
- Logistics Providers
- Advertising and Media Agencies
- Key Account Clients
- Consultants
- LEVEL OF AUTHORITY
- Authority to make decisions related to sales strategies, promotional activities, and territory-specific sales plans within assigned budget limits.
- Responsible for managing the allocated sales budget for the territory, including promotional costs, sales activities, and team-related expenses.
- Responsible for managing the allocated sales budget for the territory, including promotional costs, sales activities, and team-related expenses.
- COMMITTEES TO SERVE ON
- Sales Strategy and Planning Committee
- Budget and Financial Review Committee
- Marketing and Promotions Committee
- Product Development Feedback Committee
- Compliance and Ethics Committee
- Customer Service and Satisfaction Committee
- Sales Training and Development Committee
- Operational Efficiency and Process Improvement Committee
- Regional Business Development Committee
- Key Account Management Committee
COMPETENCIES
- Strong knowledge of sales processes, techniques, and strategies for driving revenue growth in the food manufacturing industry.
- Understanding of the local market dynamics, including customer preferences, competitor activity, and industry trends in the peanut and food products sector.
- Ability to build and maintain strong relationships with distributors, retailers, and key customers to drive long-term business success.
- Skilled in negotiating contracts, prices, and terms with distributors, retailers, and key accounts to achieve mutually beneficial outcomes.
- Effective in leading, motivating, and developing a high-performing sales team. Ability to manage diverse individuals, set clear goals, and drive accountability.
- Excellent verbal and written communication skills for presenting ideas, negotiating with partners, and liaising with internal teams and senior management.
- Ability to analyze sales data, identify trends, and make informed decisions to optimize sales performance and market penetration.
Qualification
- A Bachelor's degree in Business Administration, Marketing, Sales, or a related field.
- A Master's degree (MBA) or equivalent qualification is a plus.
- Minimum of 5-7 years of experience in sales or business development, with at least 2-3 years in a managerial or supervisory role.
- Experience in the food manufacturing, FMCG, or related industries is preferred, particularly in managing sales for consumer products like peanuts or snacks.
- Strong understanding of sales strategies, territory management, and market dynamics specific to the local Ghanaian market.
- Familiarity with distribution channels, retail environments, and customer behavior in the food products industry.
- A valid driver’s license is preferred due to frequent travel within the assigned territory.
- Excellent negotiation and presentation skills.
- Proficiency in Microsoft Office Suite and CRM software.
- Specific Working Experience
- Minimum of 5-7 years of experience in sales or business development, with at least 2-3 years in a managerial or supervisory role.
- Personality Attributes
- Business / commercial minded orientation
- Commitment
- Honesty
- Integrity
- Proactive
Required profile for job ad : Area Sales Manager - Accra
To develop and execute sales strategies within the assigned territory (ACCRA) to achieve revenue growth, expand market presence, and establish strong relationships with distributors, retailers, and key stakeholders. The Area Sales Manager will also ensure the effective promotion of the company’s peanut products, oversee operational efficiency, and drive brand loyalty in the region.
Job criteria for job ad : Area Sales Manager - Accra
- Job category : Marketing, communication
- Industries : Consumer goods
- Employment type : Permanent contract
- Region : Greater Accra
- City : Accra
- Experience level : 5 to 10 years - More than 10 years
- Educational level : Bachelor - Master
- Number of Position(s) : 10
- Supply
- Sales Strategy
- Purchases
- Advertising
- Sales
- Product Development
- Customer Service
- Marketing
- Negotiation
- Marketing Communication
- Positioning
- Sales Techniques
- CRM
- Media
- Distribution
- Customer Relationship
- Supply Chain
- Key Account Management
- Communication
- Team Management
Please report any irregularities by using the candidate contact form and selecting the subject "Report a job ad".

