Job Summary

• The Regional Sales Manager (ASM) will be responsible for driving sales performance, market penetration, and brand visibility for the company’s range of alcoholic beverages within the Benin and South-South region.
• The role involves managing distributors, wholesalers, and key on-trade/off-trade accounts, ensuring achievement of volume, distribution, and profitability targets.

Key Responsibilities

• Implement area sales strategies in line with national objectives to achieve monthly, quarterly, and annual targets.
• Drive numeric and weighted distribution across retail and wholesale outlets.
• Manage and grow sales through direct trade, key accounts, and distributor partnerships.
• Monitor daily and weekly sales performance, providing accurate and timely reports to management.
• Identify, appoint, and manage distributors and sub-distributors within the Benin region.
• Ensure efficient route-to-market (RTM) execution for product availability and visibility.
• Negotiate trade margins, credit terms, and promotional agreements with partners.
• Supervise distributors’ sales representatives to ensure effective coverage and merchandising.
• Collaborate with the marketing team to plan and execute trade activations, in-bar promotions, and events.
• Monitor competitor activities, pricing, and market trends to recommend proactive strategies.
• Ensure effective branding and merchandising in all outlets in line with company standards.
• Build and maintain strong relationships with key trade customers and opinion leaders.
• Address customer complaints promptly and professionally.
• Organize trade engagement sessions and loyalty programs to strengthen partnerships.

Qualifications & Requirements

• Bachelor’s degree in Marketing, Business Administration, or related field.
• Minimum of 5–7 years’ sales experience in the alcoholic beverage, brewery, or FMCG sector, with at least 2 years in a supervisory or managerial role.
• Strong knowledge of the Benin and South-South market dynamics, including distributor networks and on-trade channels.
• Proven track record in achieving sales targets and market expansion.
• Excellent communication, negotiation, and relationship management skills.
• Proficiency in MS Excel, PowerPoint, and CRM tools.

Key Competencies:

• Leadership and team motivation
• Strong commercial and negotiation skills
• Market and channel understanding (on-trade/off-trade)
• Analytical and reporting ability
• Result-driven and self-motivated
• Excellent interpersonal and communication skills

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