Company: Brown Foods Group
Location: Addis Ababa & Traveling with upcountry
Reporting To: Commercial Director
Salary= Attractive + commission
The Sales Manager is responsible for driving market execution excellence, managing sales channels, and leading a high-performing field sales team to deliver volume, value, distribution, and availability targets.
Reporting to the Commercial Director, the role has a strong field and execution focus, ensuring that company strategy is translated into visible results in the market across all active channels. The Sales Manager plays a critical role in building distribution, enforcing execution standards, and developing sales team capability while supporting the company’s growth ambitions.
Business Scope & Products
The Sales Manager will manage sales execution for the Maize Processing Factory, covering:
Maize Grits
Swiss Bühler high-quality maize grits targeting breweries and snack industries
Fortified Maize Flour (Vit B1, B3, B5, B7, B9, B12 & Zinc)
Retail packs: 500g, 1kg, 3kg, 5kg (supermarkets, kiosks, bakeries – van distribution)
25kg bags: humanitarian assistance (truck delivery)
50kg bags: stockists, flour houses, bakers, injera houses
Animal Feed (Maize By-Products)
Supplied to feed mills in 50kg bags
1. Sales Execution & Market Performance
Deliver monthly and annual sales volume and revenue targets by territory and product.
Ensure perfect execution in the market, including availability, pricing compliance, visibility, and correct pack mix.
Drive outlet expansion, numeric and weighted distribution growth.
Monitor competitor activity and market dynamics and take corrective action.
Execute channel strategies across Distributors, stoskist , Supermarket, bakery, flour house, Enjera house, Kiosk, Wholesale, Institutional, Industrial (B2B), and Humanitarian channels.
Manage distributor & Stockist performance including coverage, stock management, credit discipline, and service levels.
Improve route productivity, call effectiveness, and van utilization.
Build and maintain strong relationships with key customers and channel partners.
Lead, coach, and manage Sales Supervisors and Sales Representatives.
Spend 80-90% of time in the field conducting ride-alongs and coaching.
Cascade targets, KPIs, and execution standards clearly to the sales team.
Build sales capability through structured training and on-the-job development.
2. Channel & Distributor Management
3. Sales Team Leadership & Field Coaching
Drive discipline in reporting, time management, and KPI tracking.
4. Planning, Coordination & Compliance
Prepare sales forecasts and support supply and production planning.
Execute new product launches, promotions, and initiatives on time and in full.
Ensure compliance with company trade terms, pricing policies, and ethical standards.
Collaborate closely with Marketing, Supply Chain, Finance, and Customer Service teams.
Key Performance Indicators (KPIs)
Area Weight
Sales Delivery & Market Execution 45%
Channel & Distributor Management 20%
Field Leadership & Team Effectiveness 25%
Planning, Reporting & Compliance 10%
Total 100%
Qualifications & Experience
Bachelor’s degree in Business, Marketing, or a related field.
6 -8 years of sales experience in FMCG, food, or agribusiness.
Minimum 3–5 years in a sales leadership role managing field teams.
Strong experience in route-to-market and channel execution.
Key Skills & Competencies
Strong field leadership and people management skills
Execution-driven and results-oriented mindset
Excellent channel and distributor management capability
Strong analytical, communication, and negotiation skills
High level of integrity and accountability
Requirement Skill
Time management
Decision-making skills
Teamwork
Communication
Leadership
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