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Job Function:  

Sales Manager is responsible for overseeing and executing the sales strategy to drive growth across modern trade outlets and key accounts within the beverage industry. This role will lead and manage the sales team, ensure that sales targets are met, identify and pursue new business opportunities, and build long-term relationships with key customers to enhance brand presence and revenue growth for organization.

Key Responsibilities:

Sales Strategy& Market Growth.

• Develop and implement sales strategies to achieve revenue targets.
• Analyze market trends, customer preferences, and competitor activity to adjust tactics.
• Set and monitor sales goals across multiple channels (retail, on-premise, online).

Financial Oversight, Budgeting & AR Management:

• Collaborate with senior management to forecast sales revenue and align with financial goals.
• Establish and monnitor credit limits for partners to minimize financial risk while supporting growth.
• Oversee AR by monitoring outstanding payments, managing overdue accounts, and ensuring timely collections from distributors and retailers.
• Work with the Finance Team to reconcile acocunts, resolve billing disputes, and adjust trade incentives against receivables. 

Team Management:

• Lead, train, and motivate a team of sales representatives to achieve individual and team sales targets.
• Set performance KPIs tied to both sales and financial objectives (e.g., revenue growth, timely collections).
• Provide ongoing coaching, feedback, and performance reviews.

Distributor & Retailer Relationships:

• Build and maintain strong relationships with distributors and retailers.
• Negotiate pricing, payment terms, and promotional strategies.
• Monitor product placement and visibility to ensure brand compliance and optimal positioning.

Market Expansion & Business Development:

• Identify new business opportunities and areas for market growth.
• Develop partnerships with venues, restaurants, and event sponsors to boost brand visibility.
• Assess potential customers' creditworthiness and adjust sales strategies accordingly

Sales Reporting & Analysis:

• Track and analyze sales data, profitability, and key financial metrics (e.g., COGS, profit margins).
• Provide actionable insights based on data to senior management for continuous improvement.
• Prepare financial and sale

Promotions, Marketing Collaboration & Event Management:

• Oversee the setup and management of sales booths at trade shows, community events, ensuring high standards of brand visibility and product availability

Compliance & Legal Oversight:

• Ensure adherence to alcohol-related laws and industry regulations, including age restrictions and distribution requirements.

Experience: 

• Bachelor's degree in Business, Marketing, or a related field
• Proven experience in sales management, preferably in the beverage or FMCG industry, with a track record of achieving sales targets and expanding market share.
• In-depth knowledge of modern trade channels, key account management, and trade marketing strategies.
• Familiarity with excel reporting for tracking customer data, managing sales pipelines, and generating performance reports.

Skills:

• Excellent communication, negotiation, and presentation skills.
• Strong leadership and team management abilities.
• Proficient in data analysis and MS Excel.