Area Sales Manager – FMCG

About the role

The Area Sales Manager will be responsible for driving sales growth across assigned territories in Ghana, such as Greater Accra and Kumasi. You will lead distributor and wholesale networks, develop channel strategies, and ensure strong product availability and brand visibility in both traditional and modern trade.

Key responsibilities

• Deliver sales targets by creating and executing monthly, quarterly and annual sales plans.
• Manage and develop local distributors and wholesalers, expanding penetration in traditional trade and modern outlets like Shoprite Ghana and Melcom.
• Lead field sales teams, set clear targets, provide training and foster a high-performance culture.
• Optimize route-to-market strategies to improve numeric and weighted distribution coverage.
• Ensure in-store execution of merchandising standards and implement consumer and trade promotions.
• Collect market intelligence, monitor competitor activity and respond to local competition.
• Analyse sell-in and sell-out data, monitor inventory levels and provide forecasts and improvement plans.

Required profile

• Bachelor’s degree in Business Administration, Marketing, Economics or related field.
• 5–8 years of sales experience, preferably in FMCG, with at least 2 years of team management.
• Strong understanding of Ghana’s distributor-driven sales model and traditional trade channels.
• Experience working for multinational companies is a plus.
• Willingness to travel frequently across regions.

Required skills