Area Sales Manager - Mashonaland

Job Description

Golden Gelton Ltd is recruiting on behalf of a leading and rapidly growing alcoholic beverage company in Zimbabwe. Our client is a well-established player in the beverage industry, recognized for its portfolio of premium and mainstream brands, strong market presence, and commitment to innovation, quality, and customer satisfaction.

We are seeking a dynamic, commercially driven, and results-oriented Area Sales Manager to lead sales operations within a designated territory. The successful candidate will be responsible for driving revenue growth, expanding market share, strengthening distributor and customer relationships, and ensuring the effective execution of sales and trade marketing strategies across the assigned region.

This is an exciting opportunity for an ambitious sales professional with strong leadership capabilities and a passion for building high-performing teams in a competitive FMCG environment.

The Area Sales Manager will oversee the execution of sales strategies, distributor management, route-to-market optimization, customer development, and team leadership within the assigned territory. The role requires a strategic thinker who can translate business objectives into actionable sales plans while maintaining strong relationships with distributors, wholesalers, retailers, hospitality outlets, and key accounts.

The incumbent will play a critical role in achieving volume, revenue, profitability, and market penetration targets while ensuring brand visibility and compliance with company standards.

Key Responsibilities

• Sales Strategy & Business Development
  • Develop and implement effective territory sales plans aligned with overall business objectives.
  • Drive sales growth and profitability across all product categories and channels.
  • Identify and capitalize on new business opportunities, market trends, and emerging consumer demands.
  • Establish and maintain strong relationships with distributors, wholesalers, retailers, hotels, restaurants, bars, clubs, and other key trade partners.
  • Monitor competitor activities, pricing strategies, promotions, and market developments to maintain a competitive advantage.
  • Ensure the successful introduction and rollout of new products within the territory.
• Distributor & Channel Management
  • Manage and support distributors to achieve agreed sales targets and service levels.
  • Conduct regular distributor performance reviews and implement corrective actions where necessary.
  • Optimize route-to-market strategies to improve product availability and market coverage.
  • Ensure adequate stock levels and efficient inventory management throughout the distribution network.
  • Drive distribution expansion initiatives to increase product penetration and visibility.
• Team Leadership & Performance Management
  • Lead, coach, mentor, and motivate Sales Representatives and Territory Sales Officers within the assigned area.
  • Set clear performance objectives and monitor individual and team productivity.
  • Conduct regular field visits to provide guidance, support, and performance feedback.
  • Identify training needs and facilitate continuous professional development.
  • Foster a high-performance culture focused on accountability, collaboration, and customer excellence.
• Trade Marketing & Brand Execution
  • Ensure effective execution of trade marketing campaigns and promotional activities.
  • Monitor and enhance brand visibility through merchandising, point-of-sale materials, and in-store activations.
  • Ensure compliance with company merchandising standards across all outlets.
  • Collaborate closely with marketing teams to maximize campaign effectiveness and return on investment.
• Customer Relationship Management
  • Build and maintain long-term relationships with key customers and stakeholders.
  • Address customer concerns and resolve service-related issues promptly and professionally.
  • Negotiate trading agreements, promotions, and commercial terms within approved company guidelines.
  • Enhance customer satisfaction through proactive engagement and superior service delivery.
• Financial & Operational Management
  • Deliver monthly, quarterly, and annual sales targets and key performance indicators.
  • Monitor sales performance, market share, and profitability within the territory.
  • Manage territory budgets and ensure cost-effective utilization of resources.
  • Prepare accurate sales forecasts, reports, and market intelligence updates.
  • Ensure compliance with company policies, regulatory requirements, and responsible alcohol marketing standards.
• Reporting & Market Intelligence
  • Analyze sales data and market trends to support strategic decision-making.
  • Provide regular performance reports and recommendations to senior management.
  • Gather and communicate customer insights and competitor intelligence.
  • Track key metrics including volume growth, distribution coverage, strike rates, and sales productivity.

Qualifications & Experience

Minimum Requirements

• Bachelor's Degree in Sales & Marketing, Business Administration, Commerce, Management, or a related field.
• Minimum of 5 years' progressive sales experience within the FMCG, alcoholic beverages, beverages, or consumer goods industry.
• At least 2–3 years of experience in a sales leadership or supervisory role.
• Demonstrated success in achieving and exceeding sales targets.
• Proven experience managing distributors and key accounts.
• Strong understanding of Zimbabwe's FMCG and beverage market dynamics.

Preferred Qualifications

• Professional sales or marketing certifications will be an added advantage.
• Experience within alcoholic beverage, brewing, spirits, wine, or soft drinks industries.
• Experience in trade marketing and route-to-market management.

Required Competencies

Technical Competencies

• Strategic sales planning and execution.
• Distributor and channel management.
• Key account management.
• Sales forecasting and budgeting.
• Trade marketing and merchandising.
• Data analysis and performance reporting.
• Negotiation and contract management.
• Market intelligence and competitive analysis.

Behavioral Competencies

• Strong leadership and people management skills.
• Excellent communication and interpersonal abilities.
• Results-driven and commercially astute.
• Strong analytical and problem-solving capabilities.
• Ability to influence and build stakeholder relationships.
• High level of integrity and professionalism.
• Self-motivated with exceptional organizational skills.
• Adaptability and resilience in a fast-paced environment.

Key Performance Indicators (KPIs)

The successful candidate will be evaluated based on:

• Achievement of sales volume and revenue targets.
• Market share growth within the assigned territory.
• Distributor performance and effectiveness.
• Distribution expansion and outlet coverage.
• Brand visibility and execution standards.
• Customer retention and satisfaction levels.
• Team productivity and employee development.
• Forecast accuracy and reporting quality.