Regional Sales Manager

Regional Sales Manager


Lead and develop a team of Sales Officers with the purpose of influencing KPI Performance positively in order to achieve the Region business objectives.

PRINCIPAL ACCOUNTABILITIES (IPE Factors: Impact & Innovation) :

  • Responsible for the  achievement of  Volume target and other KPIs
  • Responsible for developing existing customers and recruiting new ones.
  • Responsible for ensuring improvement in the numbers of active vendors in assigned Region
  • Responsible for ensuring  improvement in vendors daily sales
  • Ensure availability target is achieved.
  • Persuade customer to ensure product is kept at right quality temperature.
  • Ensure sales assets  functionality – Bicycle,  push cart, freezers and generators
  • Responsible for price compliance
  • Manage credit limit and debt to be within set target.
  • Responsible for the aggregate of the KPIs of his/her sales team.
  • Report : Sends Weekly and Monthly Sales Report
  • Mapping : identify and determine the right number of customers FT, Ex Agents & Agents required per territory; Vendors territory gap/coverage per territory ; Event coverage.
  • Responsible for coaching and the professional development of his/her sales team
  •  Ensure  understanding and execution of the commercial rules& guidelines
  • Develop the channel, customer, and vendors expertise of his/her team
  • Ensure increase in the number of Sales Point .
  • Constructively analyse and report competition activities.
  • Conduct Field Accompaniment with at least four SO  per week.  
  • Drives and monitors performance evaluation and coaching of SO.
  • Identify the potentials of high performers and build on their strengths.
  • Analyze and evaluate training needs/gaps of SO


  • Ensure Region KPIs are achieved.
  • Drive a winning culture; lead coaching and coordinate weekly/ monthly Regional meetings and ensure target understanding.
  • POP Execution; conduct structured market visits and write feedback reports regarding outlet activations and sales operations.

PERFORMANCE MANAGEMENT (Key Performance Indicators):

  1. Volume
  2. Number of new customers
  3.  Active Vendors
  4. Vendors Sales
  5. Availability
  6. Quality
  7.  Asset Utilization:
    I. Generator Operational
    II. Freezer Operational
    III. Bicycle operational
    IV. Push cart operational
  8. Credit Limit/Debt Management
  9. Price Compliance
  10. Actual call vs. Planned call


Internal :

  • The entire sales team in the Region and all levels
  • Meet regularly with team and NSM in order to create a result-oriented, customer focused and accountable sales team in accordance with the Fan Milk policies and plans.
  • HR on sales staff and company policies
  • Finance on customer accounts etc

External :

  • FTs, Ex Agents , Agents Pushcart Agents and new Ex Agents


In this position, the incumbent will have an opportunity to acquire skills and knowledge in the following areas;

  • Work as a team lead in a large organisation
  • In-depth business knowledge of Fan Milk business
  • Good (internal and external) communication skills
  • Business development skills
  • Career development programmes


The ideal candidate:

  • He/She must be driven to keep the process moving , an outgoing and convincing personality, with a sense of urgency, who can communicate at all levels and persuade key stakeholders in to the right course of action.
  • Leadership skills
  • Presentation skills
  • Personal Effectiveness/Credibility.
  •  Business Acumen.
  • Problem Solving/Analysis.
  • Results Driven.
  • Strategic Thinking
  • Minimum of first degree in Business Admin, Marketing or other related discipline (2.2) or HND lower credit.
  • The Ideal person must have financial and business acumen.
  • Minimum of 5 years post graduate experience in sales of FMCG with multi-cultural/multinational environment.
  •  IT skills (MS office – Powerpoint, Excel, Word)
  • Planning, organising and coordinating skills
  • Result oriented

REPORTING AND SCOPE: (IPE Factor: Knowledge/teams & breadth)

  • The position reports directly to the National Sales Manager - Outdoor
  • The scope of this position is (domestic )
  • Direct Reports – Sales Officer

Other Accountabilities:

Please note this job description is not designed to cover or contain a comprehensive listing of activities, accountabilities, duties or responsibilities that are required of the employee for this job. Accountabilities, responsibilities and activities may change at any time with or without notice.