Area Sales Manager /For Hawassa & Addis Ababa
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Role description
Purpose Statement
The Area Sales Manager (ASM) works under the leadership of the Regional Sales manager and is responsible for overseeing sales, distribution, customer service, and market execution activities within Addis Ababa and surrounding territories. The role primarily focuses on driving both primary and secondary sales growth, ensuring distributor operational excellence, strengthening customer relationships, and achieving sales and profitability objectives.
The position is responsible for leading distributor teams, Company Sales Representatives (CSR), Van Sales teams, and Distributor Sales Representatives (DSRs) to maximize business performance, improve market penetration, and ensure operational efficiency. The role requires strong leadership, market analysis capability, and hands-on involvement in achieving sustainable business growth.
SN
Output
Responsibilities
Functional & Behavioral
1
Sales Performance & Revenue Growth
• Manage and drive both primary and secondary sales activities within assigned Area.
Results Driven
• Achieve area revenue, volume, and SKU targets across all distributors and channels.
Interpersonal Skills
• Collaborate with Sales and Marketing teams to establish and execute sales goals.
Communication
• Develop area sales plans and quotas aligned with company objectives.
Negotiation Skills
• Conduct weekly and monthly sales performance reviews with distributors and sales teams.
• Monitor route productivity and evaluate individual performance.
• Ensure timely delivery of primary orders and support distributor sell-out activities.
• Build productive relationships with key retailers and wholesalers.
2
Account Management & Business Analysis
• Manage major accounts and key customers under the assigned territory.
Analytical Skills
• Build and maintain Route-to-Market (RTM) databases.
Attention to Detail
• Monitor KPI measurements including Call Rate, Strike Rate, Success Rate and Coverage.
Business Acumen
• Analyze sales performance reports and implement corrective actions.
Results Driven
• Conduct market research and competitor analysis.
• Review distributor profitability and monthly P&L reports.
• Ensure distributors maintain sufficient stock levels and proper SKU mix.
• Identify market opportunities and provide business recommendations.
3
Planning & Reporting
• Prepare annual, quarterly, monthly and weekly business plans.
Planning Skills
• Prepare monthly collection plans against assigned targets.
Organizational Skills
• Develop long-term growth plans for distributors and territories.
Reporting Skills
• Prepare weekly market visit plans and reports.
• Monitor market trends and competitor activities.
• Evaluate market opportunities and future growth potential.
• Prepare and review annual budgets for assigned areas.
• Ensure timely and accurate reporting from distributors and sales teams.
4
Administrative Duties & Resource Management
• Conduct weekly and monthly meetings with DSRs and distributor teams.
Attention to Detail
• Manage communication platforms including e-mail and Telegram channels.
Organization Skills
• Ensure availability and proper utilization of sales resources.
Communication
• Monitor downtime and undelivered orders and take corrective actions.
• Review expenses and recommend cost improvement actions.
• Ensure responsible use of company assets including vehicles, computers, and documents.
• Maintain approximately 70% field activities and 30% office/reporting activities.
5
People Management & Team Development
• Continuously coach and develop distributors, DSRs, CSRs, and sales staff.
Coaching Skills
• Lead and motivate teams to achieve business objectives.
Leadership Skills
• Conduct regular field coaching and performance reviews.
People-Oriented
• Provide clear and actionable performance feedback.
Teamwork
• Develop strong partnership relationships with distributors.
• Maintain strong collaboration with Sales Coordinators, Marketing, Finance, Supply Chain, and Drivers.
• Build a high-performance and engaged sales culture.
6
Market Development & Customer Management
• Identify and develop new markets and business opportunities.
Customer Focus
• Suggest innovative products and sales techniques to improve market performance.
Negotiation Skills
• Perform sales activities with major customers and negotiate pricing in consultation with National Sales Manager.
Innovation Skills
• Prepare tender documents and participate in tender processes.
• Coordinate promotional activities with Marketing teams.
• Enhance customer satisfaction through service excellence and problem-solving.
7
Food Safety & Compliance
• Ensure Food Safety Management Systems (FSMS) are maintained and respected at all times.
Compliance Awareness
• Report FSMS-related issues immediately to concerned departments.
Responsibility
• Ensure compliance with company policies and procedures.
Attention to Detail
• Perform other duties assigned by management.
Required Qualifications & Attributes
BA Degree in Marketing Management, Business Management or related field of study or Diploma in similar fields of study
A minimum of 4 years’ experience with FMCG Company in Door-to-door sales.
Proven sales experience.
Track record of over-achieving quota.
Experience working with Sales force or similar CRM.
Familiarity with different sales techniques.
Strong communication, negotiation and interpersonal skills.
Self-motivated and driven
How To Apply
Interested applicants should submit their application letter, updated CV, and credentials within Ten (10) days from the date of this announcement, either in person or via email using the address provided below.
Address:
Kaliti Food S.C. around Kaliti St. Gebreal Church, on the way to Debrezeit (approximately 200 meters). Email:
[email protected]
Skills (mandatory):
• Strong coordination and networking skills
Benefits:
Medical Allowance
Languages:
ENGLISH
Work experience:
3-5 years
Apply Now!
The Area Sales Manager (ASM) works under the leadership of the Regional Sales manager and is responsible for overseeing sales, distribution, customer service, and market execution activities within Addis Ababa and surrounding territories. The role primarily focuses on driving both primary and secondary sales growth, ensuring distributor operational excellence, strengthening customer relationships, and achieving sales and profitability objectives.
The position is responsible for leading distributor teams, Company Sales Representatives (CSR), Van Sales teams, and Distributor Sales Representatives (DSRs) to maximize business performance, improve market penetration, and ensure operational efficiency. The role requires strong leadership, market analysis capability, and hands-on involvement in achieving sustainable business growth.
SN
Output
Responsibilities
Functional & Behavioral
1
Sales Performance & Revenue Growth
• Manage and drive both primary and secondary sales activities within assigned Area.
Results Driven
• Achieve area revenue, volume, and SKU targets across all distributors and channels.
Interpersonal Skills
• Collaborate with Sales and Marketing teams to establish and execute sales goals.
Communication
• Develop area sales plans and quotas aligned with company objectives.
Negotiation Skills
• Conduct weekly and monthly sales performance reviews with distributors and sales teams.
• Monitor route productivity and evaluate individual performance.
• Ensure timely delivery of primary orders and support distributor sell-out activities.
• Build productive relationships with key retailers and wholesalers.
2
Account Management & Business Analysis
• Manage major accounts and key customers under the assigned territory.
Analytical Skills
• Build and maintain Route-to-Market (RTM) databases.
Attention to Detail
• Monitor KPI measurements including Call Rate, Strike Rate, Success Rate and Coverage.
Business Acumen
• Analyze sales performance reports and implement corrective actions.
Results Driven
• Conduct market research and competitor analysis.
• Review distributor profitability and monthly P&L reports.
• Ensure distributors maintain sufficient stock levels and proper SKU mix.
• Identify market opportunities and provide business recommendations.
3
Planning & Reporting
• Prepare annual, quarterly, monthly and weekly business plans.
Planning Skills
• Prepare monthly collection plans against assigned targets.
Organizational Skills
• Develop long-term growth plans for distributors and territories.
Reporting Skills
• Prepare weekly market visit plans and reports.
• Monitor market trends and competitor activities.
• Evaluate market opportunities and future growth potential.
• Prepare and review annual budgets for assigned areas.
• Ensure timely and accurate reporting from distributors and sales teams.
4
Administrative Duties & Resource Management
• Conduct weekly and monthly meetings with DSRs and distributor teams.
Attention to Detail
• Manage communication platforms including e-mail and Telegram channels.
Organization Skills
• Ensure availability and proper utilization of sales resources.
Communication
• Monitor downtime and undelivered orders and take corrective actions.
• Review expenses and recommend cost improvement actions.
• Ensure responsible use of company assets including vehicles, computers, and documents.
• Maintain approximately 70% field activities and 30% office/reporting activities.
5
People Management & Team Development
• Continuously coach and develop distributors, DSRs, CSRs, and sales staff.
Coaching Skills
• Lead and motivate teams to achieve business objectives.
Leadership Skills
• Conduct regular field coaching and performance reviews.
People-Oriented
• Provide clear and actionable performance feedback.
Teamwork
• Develop strong partnership relationships with distributors.
• Maintain strong collaboration with Sales Coordinators, Marketing, Finance, Supply Chain, and Drivers.
• Build a high-performance and engaged sales culture.
6
Market Development & Customer Management
• Identify and develop new markets and business opportunities.
Customer Focus
• Suggest innovative products and sales techniques to improve market performance.
Negotiation Skills
• Perform sales activities with major customers and negotiate pricing in consultation with National Sales Manager.
Innovation Skills
• Prepare tender documents and participate in tender processes.
• Coordinate promotional activities with Marketing teams.
• Enhance customer satisfaction through service excellence and problem-solving.
7
Food Safety & Compliance
• Ensure Food Safety Management Systems (FSMS) are maintained and respected at all times.
Compliance Awareness
• Report FSMS-related issues immediately to concerned departments.
Responsibility
• Ensure compliance with company policies and procedures.
Attention to Detail
• Perform other duties assigned by management.
Required Qualifications & Attributes
BA Degree in Marketing Management, Business Management or related field of study or Diploma in similar fields of study
A minimum of 4 years’ experience with FMCG Company in Door-to-door sales.
Proven sales experience.
Track record of over-achieving quota.
Experience working with Sales force or similar CRM.
Familiarity with different sales techniques.
Strong communication, negotiation and interpersonal skills.
Self-motivated and driven
How To Apply
Interested applicants should submit their application letter, updated CV, and credentials within Ten (10) days from the date of this announcement, either in person or via email using the address provided below.
Address:
Kaliti Food S.C. around Kaliti St. Gebreal Church, on the way to Debrezeit (approximately 200 meters). Email:
[email protected]
Skills (mandatory):
• Strong coordination and networking skills
Benefits:
Medical Allowance
Languages:
ENGLISH
Work experience:
3-5 years
Apply Now!