• Application Deadline:
• Position: National Sales Manager



• Job Type Full Time



• Qualification BA/BSc/HND



• Experience 10 years



• Location Lagos




• Job Field Sales / Marketing / Retail / Business Development 
  
  

Job Objectives

• Spearhead strategy development initiatives for the wholesale business, ensuring alignment with the company’s overall corporate strategy.


• Direct and manage the overall wholesale, retail, innovation, and e-commerce business operations.


• Develop and implement sales programs in line with board-approved strategic objectives.


• Actively participate in day-to-day sales management, including regional office visits to drive revenue and expense performance.


• Drive growth and profitability of company-owned retail outlets.


• Formulate and execute retail strategy to achieve overall company objectives.

Duties & Responsibilities

Strategic Leadership:

• Own and drive the overall business goals and revenue objectives for Retail, Wholesale, Innovation, and E-commerce units.


• Develop and implement growth strategies across all sales business units.


• Drive analytics adoption in retail and e-commerce as a competitive advantage.


• Utilize data and market intelligence to forecast sales and set performance targets.


• Oversee Route-to-Market implementation for wholesale and retail operations.

Operational Oversight:

• Direct and supervise Sales Managers (solid reporting line) and other sales personnel (dotted reporting line).


• Assign territories and accounts to Sales Managers and the wholesale sales team.


• Manage negotiations with key customers and resolve major client issues.


• Oversee e-commerce front-end and back-end operational direction.


• Ensure strong collaboration with marketing to increase retail traffic (footfall and digital visibility).


• Oversee assignment and re-assignment of Retail Outlet Managers, ensuring strategic outlet placement.

Financial & Performance Management:

• Full P&L accountability for the Sales function.


• Drive revenue growth and contribution margin targets.


• Monitor sell-in and sell-out performance across channels.


• Ensure operational profitability through cost and margin management.


• Oversee SPIF payouts and trade incentive programs.

Talent & Culture:

• Support recruitment, training, and development of Sales Managers and teams.


• Partner with HR to implement a strategic talent pipeline aligned with retail turnover patterns.


• Instill a strong sales and service culture across all business units.


• Ensure adoption of standard sales methodologies to guarantee a uniform customer experience.

Key Performance Indicators (KPIs)

• Sales Plan vs Actual


• % Overall Revenue Growth


• Net Sales & Sales Volume


• Retail Value Proposition Effectiveness


• Retail Capacity Utilization Rate


• Units per Door per Week


• % Slow Moving & Non-Moving Inventory


• Online Sales Volume & Value vs Total Sales


• % Revenue from New Products


• % Revenue from New Territories


• Market Share Value


• Customer Satisfaction & Retention


• Operational Profit (COGS/Cost of Sales)


• Sell-in & Sell-out Velocity


• Execution of Sales & Marketing Strategy


• Innovation of New Segments & Services.

Minimum Education Qualifications

• 
  

  Master’s Degree in Business Administration, Marketing, or related fields.

  
  

Required Experience:

• 10+ years of progressive, successful sales experience.


• Minimum of 3 years in Sales Management leading a sales force.


• Retail chain management experience (FMCG, CPG, Cosmetics, Health & Personal Care preferred).


• Strong experience in E-commerce operations management.


• Indirect & Channel Sales Management experience (FMCG preferred).


• Experience implementing Route-to-Market strategies.


• Organized Retail (Key Accounts) experience.


• Proficiency with CRM systems and salesforce automation tools.

Required Competencies:

• Strategic Thinking


• Business Acumen


• Results-Driven Leadership


• Performance Management


• Problem Solving & Analytical Skills


• Customer Focus


• Technical & Digital Capability


• Organizational & Planning Skills


• Communication & Negotiation Proficiency


• Team Leadership & Collaboration


• Initiative & Ownership.

Reporting Relationships

• Functionally Reports To: Chief Operating Officer


• Administratively Reports To: Chief Operating Officer


• Supervises: This position leads the entire Retail and Wholesale Sales Units, as well as the Innovation & E-commerce Business Unit, including:
  
  
  
  • Head of Retail Operations
  
  
  • Head of Innovation
  
  
  • Head of E-commerce
  
  
  • Regional Sales Managers
  
  
  • Wholesale & Retail Sales Team Members.