Retail

Area Sales Manager At Sonia Foods Industries

Sonia Foods Industries·nigeria·Full Time·Onsite
RetailFull TimeOnsite
-Closes Sep 10, 2026View details & apply →

Lead the development and execution of the company's Trade Marketing strategy across Nigeria, translating brand and commercial priorities into strong in-market execution that drives distribution, visibility, shopper conversion and sales.

KEY RESPONSIBILITIES

  • Develop annual and quarterly Trade Marketing plans aligned with brand and sales objectives, with clear priorities by channel, region and SKU.
  • Build channel-specific strategies across General Trade, Modern Trade, Wholesale, Open Markets and other relevant channels.
  • Own trade promotions, retailer programs, merchandising and visibility initiatives, ensuring strong execution and measurable business impact.
  • Partner closely with Sales to identify market opportunities, resolve execution gaps and develop joint channel plans.
  • Lead BTL and in-market activations including market activations, sampling, roadshows and retailer engagement programs.
  • Develop and maintain merchandising standards; drive availability, share of shelf, visibility and execution compliance across priority outlets.
  • Monitor competitors, pricing, promotions, visibility and market dynamics; convert observations into actionable recommendations.
  • Manage the Trade Marketing budget and evaluate effectiveness/ROI of major trade investments and promotions.
  • Track execution and performance through clear KPIs, dashboards and post-activity reviews; continuously improve ways of working.
  • Lead and develop the Trade Marketing team and manage BTL, merchandising and activation agencies/vendors.

KEY KPIS / DELIVERABLES

  • Sales growth and business performance in priority channels/regions
  • Distribution, availability and on-shelf presence
  • Visibility, share of shelf and merchandising compliance
  • Trade promotion effectiveness and ROI
  • Activation coverage, productivity and execution quality
  • Trade Marketing budget adherence and return on investment
  • Timely and high-quality execution of the annual Trade Marketing calendar

CANDIDATE PROFILE

  • 7 - 10 years of relevant experience, preferably in FMCG Trade Marketing, Shopper Marketing, Channel Marketing or Sales & Marketing.
  • Strong understanding of the Nigerian FMCG market, route-to-market and General Trade; Modern Trade experience is an advantage.
  • Proven experience working closely with Sales and field teams to drive commercial execution.
  • Strong experience in trade promotions, merchandising, BTL activations and trade investment management.
  • Strong commercial and analytical skills, with the ability to turn data and market insights into actions.
  • Excellent stakeholder management, negotiation, communication and project management skills.
  • Highly execution-oriented, hands-on and comfortable spending time in the market.
  • Strong Excel and PowerPoint skills; MBA/advanced business qualification is an advantage.

IDEAL CANDIDATE

A commercially strong, hands-on Trade Marketer who can connect brand strategy with what happens at the point of sale. The candidate should be equally comfortable developing channel strategy, analysing sales and distribution data, working with Sales and agencies, and personally driving high-quality execution in the market.

Key skills

BA/BSc/HNDMBA/MSc/MA
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Send your CV along with a cover letter to[email protected]

Please use the job title as the subject line of your email.

At a glance

Company

Sonia Foods Industries

Location

, nigeria

Employment

Full Time

Work style

Onsite

Experience

Valid until

September 10, 2026

Created

August 11, 2026

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Area Sales Manager At Sonia Foods Industries
nigeria
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