The Area Sales Manager (ASM) works under the leadership of the Regional Sales manager and is responsible for overseeing sales, distribution, customer service, and market execution activities within Addis Ababa and surrounding territories. The role primarily focuses on driving both primary and secondary sales growth, ensuring distributor operational excellence, strengthening customer relationships, and achieving sales and profitability objectives.

The position is responsible for leading distributor teams, Company Sales Representatives (CSR), Van Sales teams, and Distributor Sales Representatives (DSRs) to maximize business performance, improve market penetration, and ensure operational efficiency. The role requires strong leadership, market analysis capability, and hands-on involvement in achieving sustainable business growth.

            Main & Detail Responsibilities

• Sales Performance & Revenue Growth     

• Manage and drive both primary and secondary sales activities within assigned Area

• Achieve area revenue, volume, and SKU targets across all distributors and channels.        

• Collaborate with Sales and Marketing teams to establish and execute sales goals. 

• Develop area sales plans and quotas aligned with company objectives.           

• Conduct weekly and monthly sales performance reviews with distributors and sales teams.         

• Monitor route productivity and evaluate individual performance.   

• Ensure timely delivery of primary orders and support distributor sell-out activities.

• Build productive relationships with key retailers and wholesalers.  

• Account Management & Business Analysis          

• Manage major accounts and key customers under the assigned territory.           

• Build and maintain Route-to-Market (RTM) databases.      

• Monitor KPI measurements including Call Rate, Strike Rate, Success Rate and Coverage.

• Analyze sales performance reports and implement corrective actions.           

• Conduct market research and competitor analysis.   

• Review distributor profitability and monthly P&L reports.  

• Ensure distributors maintain sufficient stock levels and proper SKU mix.           

• Identify market opportunities and provide business recommendations.           

• Planning & Reporting         

• Prepare annual, quarterly, monthly and weekly business plans.       

• Prepare monthly collection plans against assigned targets.  

• Develop long-term growth plans for distributors and territories.     

• Prepare weekly market visit plans and reports.         

• Monitor market trends and competitor activities.     

• Evaluate market opportunities and future growth potential. 

• Prepare and review annual budgets for assigned areas.        

• Ensure timely and accurate reporting from distributors and sales teams.           

• Administrative Duties & Resource Management 

• Conduct weekly and monthly meetings with DSRs and distributor teams.           

• Manage communication platforms including e-mail and Telegram channels.        

• Ensure availability and proper utilization of sales resources.

• Monitor downtime and undelivered orders and take corrective actions.           

• Review expenses and recommend cost improvement actions.         

• Ensure responsible use of company assets including vehicles, computers, and documents.          

• Maintain approximately 70% field activities and 30% office/reporting activities.       

• People Management & Team Development         

• Continuously coach and develop distributors, DSRs, CSRs, and sales staff.           

• Lead and motivate teams to achieve business objectives.    

• Conduct regular field coaching and performance reviews.   

• Provide clear and actionable performance feedback.

• Develop strong partnership relationships with distributors. 

• Maintain strong collaboration with Sales Coordinators, Marketing, Finance, Supply Chain, and Drivers.

• Build a high-performance and engaged sales culture.          

• Market Development & Customer Management 

• Identify and develop new markets and business opportunities.        

• Suggest innovative products and sales techniques to improve market performance. 

• Perform sales activities with major customers and negotiate pricing in consultation with National Sales Manager.   

• Prepare tender documents and participate in tender processes 

• Coordinate promotional activities with Marketing teams.    

Enhance customer satisfaction through service excellence and problem-solving.   

Job Requirements

BA Degree in Sales & Marketing, Business Administration, or related field
• Minimum 5 years’ experience in FMCG with 2 years in supervisory or managerial role

How To Apply

Interested applicants should submit their application letter, updated CV, and credentials within Ten (10) days from the date of this announcement, either in person or via email using the address provided below.

Address:

Kaliti Food S.C. around Kaliti St. Gebreal Church, on the way to Debrezeit (approximately 200 meters).     Email: D.hr_admin@cerealiabiscuits.com

Job Requirements The successful candidate should possess a BA Degree in Sales and Marketing, Business Administration, or a related field, with a minimum of 5 years of relevant professional experience in the FMCG sector, including at least 2 years of experience in a supervisory or managerial role. Demonstrated ability to develop and implement sales and marketing strategies, manage and motivate sales teams, oversee customer and distributor relationships, monitor sales performance, achieve revenue targets, analyze market trends, and drive business growth is essential. How to Apply Submit your non-returnable application and CV along with supporting documents in person around Kaliti St. Gebreal Church, on the way to Debrezeit (approximately 200 meters) or via email D.hr_admin@cerealiabiscuits.com