National Sales Manager – Non-Alcoholic Beverage

Job Description

Urgent Opening!

Position: National Sales Manager – Non-Alcoholic Beverage
Location: Lagos, Nigeria (covering all regions nationwide)
Industry: FMCG
Employment Type: Full-Time
Salary: Highly competitive & open to negotiation

Job Summary
The NSM drives nationwide revenue growth and market penetration for the non-alcoholic beverage portfolio, leading Regional/Area Sales Managers and the distributor network across General Trade, Modern Trade, HORECA, and Wholesale. The role owns cold-chain execution, distributor performance, and seasonal demand planning, working closely with Supply Chain and Marketing to keep the portfolio available, fresh, and visible nationwide.

Key Responsibilities
* Set and execute national sales strategy, cascading targets into regional/territory plans, with clear seasonal (peak vs. trough) planning.
* Lead and performance-manage the multi-tier field sales team and distributor network nationwide.
* Own distributor management; onboarding, credit/stock discipline, and route-to-market across all trade channels.
* Drive chiller/cooler placement, cold-chain integrity, and shelf-life/FIFO compliance at outlet level.
* Partner with Supply Chain on demand forecasting and stock allocation to avoid stock-outs and short-dated stock.
* Track competitor activity and pricing; recommend commercial and activation strategies to grow share.
* Manage sales and trade spend budgets, including chiller investment and promotional ROI.
* Expand route-to-market into new territories and channels (e-commerce, quick commerce).
* Ensure compliance with trade terms and NAFDAC/regulatory requirements.
* Report performance and market intelligence to leadership.

Qualifications & Experience
* Bachelor’s degree in Business, Marketing, or related field (MBA an advantage).
* 8–12 years’ FMCG sales experience, including 4–5 years in beverages at national/multi-regional leadership level.
* Proven distributor-led route-to-market experience across multiple Nigerian regions, ideally cold-chain driven.
* Experience managing large, multi-tier direct and distributor-employed sales teams.
* Familiarity with DMS/ERP-linked sales reporting tools.
* Willingness to travel extensively, especially during peak season.

Core Competencies
Strategic Sales Planning | Distributor & Channel Management | Cold Chain/Asset Management | Team Leadership | Trade Negotiation | Forecasting & Seasonal Planning | Commercial Budget Management | Sales Analytics | Stakeholder Management

KPIs
* Revenue & volume growth vs. target
* Market share movement
* Numeric & weighted distribution
* Chiller productivity & placement compliance
* Primary vs. secondary sales attainment
* Distributor health (fill rate, credit compliance)
* Stock freshness / short-dated stock %
* Forecast accuracy
* Trade spend ROI
* Sales team productivity & retention

**All information will be treated with strictest confidentiality**