Job Purpose
The Sales & Marketing Manager provides strategic and operational leadership for the Company’s commercial function, driving sustainable revenue growth, market share expansion, and brand leadership across local and export markets. The incumbent oversees all commercial units ensuring strategic alignment, execution excellence, and profitability. The role demands a data-driven, customer-focused leader who integrates brand development, trade marketing, and channel management into cohesive strategies that strengthen the Company’s competitive position.

Key Duties & Responsibilities

Strategic Commercial Leadership

• Develop and execute the Company’s commercial strategy across all channels, customer segments, and territories.

• Align sales and distribution objectives with production and logistics capabilities to ensure service-level efficiency and market readiness.

• Manage national and export key accounts, distributors, and trade partners to strengthen channel performance and customer satisfaction.

• Lead business planning, sales forecasting, and revenue optimization initiatives to achieve financial and operational targets.

Sales Execution & Distribution Oversight

• Provide strategic direction and oversight for all sales operations, including route-to-market design, trade coverage, and territory management.

• Establish performance KPIs for Sales, Merchandising, and Distribution teams, ensuring accountability through structured reviews.

• Oversee distribution and fulfilment processes, ensuring seamless alignment between sales demand, inventory levels, and delivery timelines.

• Support the development and maintenance of long-term customer relationships to drive loyalty and growth.

Brand Management & Marketing Leadership

• Define and oversee brand positioning, communications, and creative direction across all platforms (digital, print, trade).

• Direct the planning and execution of integrated marketing and promotional campaigns (ATL, BTL, and digital).

• Lead trade marketing, merchandising, and in-store activation programs to drive sell-through and enhance market visibility.

• Oversee rebranding or brand refresh projects, ensuring strategic alignment with corporate objectives and consumer trends.

Product Portfolio & Market Expansion

• Lead product lifecycle management, from launch to discontinuation, ensuring alignment with consumer demand and profitability.

• Collaborate with R&D, Operations, and Finance to assess cost, pricing, and margin structures.

• Identify and develop opportunities for category and geographic expansion in both domestic and export markets.

• Oversee regulatory compliance, documentation, and logistics readiness for export operations.

Data, Reporting & Performance Management

• Develop and manage sales and marketing dashboards and performance reports to inform executive decision-making.

• Utilize data analytics and market insights to drive strategic decisions, identify trends, and optimize performance across commercial functions.

• Provide regular performance updates and strategic recommendations to the Executive Chairman and leadership team.

Leadership & Organizational Development

• Build, coach, and mentor a high-performing commercial team that demonstrates accountability, agility, and innovation.

• Foster collaboration with Operations, R&D, Finance, and HR to ensure commercial initiatives are supported by operational capacity and financial discipline.

• Serve as the strategic lead for the Commercial Division in executive forums, contributing insights to corporate planning and growth initiatives.

Skills & knowledge required

• Proven expertise in commercial strategy, market expansion, and sales execution

• Strong background in brand development, creative campaign leadership, and trade marketing

• Demonstrated ability to lead product innovation and manage product lifecycles

• Solid understanding of sales operations, customer segmentation, and channel strategy

• Experience in export development and international market penetration

• Analytical decision-making with strong customer orientation

• Excellent leadership, communication, and negotiation skills

• Strong interpersonal skills with the ability to collaborate effectively across departments

• Highly organized, with the ability to manage multiple priorities and meet tight deadlines

• Effective time management and attention to detail in a fast-paced environment

Qualifications & Experience required

• Bachelor’s degree in Marketing, Business Administration, or a related field; MBA or CIM preferred.

• 12+ years’ progressive experience in commercial roles, with at least 8 years in a senior leadership capacity.

• Proven success in brand building, export market entry, and portfolio management in a manufacturing or FMCG environment.

• Demonstrated experience managing rebranding projects, marketing campaigns, and sales process transformation.

• Strong analytical, digital, and CRM systems proficiency (e.g., Salesforce, HubSpot, or equivalent).