FMCG Sales Manager – Regional (Liberia)

About the role

The FMCG Sales Manager will lead regional revenue growth, volume expansion and market penetration across General Trade, Modern Trade and Wholesale channels in Liberia. Reporting to senior leadership, the manager will design and execute Route‑to‑Market strategies, manage distributor networks and drive trade‑marketing initiatives while coaching a high‑performing sales team.

Key responsibilities

• Develop and implement regional sales plans to exceed monthly, quarterly and annual volume and revenue targets.
• Identify, appoint and manage high‑performing distributors; optimise beat/route planning for maximum outlet coverage.
• Ensure broad product penetration, increase display space and maintain a strong on‑shelf availability.
• Monitor distributor health – stock levels, credit compliance and order fill rates – to avoid stock‑outs.
• Drive secondary sales from distributors to retail shelves and handle customer complaints.
• Collaborate with marketing to execute in‑store promotions, trade schemes and visual merchandising standards.
• Track trade spend efficiency and maintain up‑to‑date market survey data.
• Lead, mentor and evaluate Area Sales Managers, Sales Executives and Merchandisers; conduct field coaching and performance reviews.
• Set clear KPIs, oversee daily sales‑force‑automation (SFA) data and manage cross‑functional coordination.

Required profile

• Minimum 5 years of proven sales experience in the FMCG sector (food, beverage, etc.).
• Demonstrated ability to manage distributor networks and trade‑marketing programmes.
• Strong commercial acumen with a results‑driven mindset.
• Experience leading and developing sales teams across multiple channels.
• Ability to analyse sales data, monitor KPIs and make data‑driven decisions.

Required skills

• Proficiency with sales‑force‑automation (SFA) tools for daily data tracking.