AAVA Brands Ltd, a new generation company of Chanrai Summit Group (Fareast Mercantile Co. Ltd), has been proudly serving Nigeria since 1890 and connects world class brands to the Nigerian consumer, every day.Job Summary
The Regional Sales Manager (ASM) will be responsible for driving sales performance, market penetration, and brand visibility for the company’s range of alcoholic beverages within the Benin and South-South region.
The role involves managing distributors, wholesalers, and key on-trade/off-trade accounts, ensuring achievement of volume, distribution, and profitability targets.
Key Responsibilities
Implement area sales strategies in line with national objectives to achieve monthly, quarterly, and annual targets.
Drive numeric and weighted distribution across retail and wholesale outlets.
Manage and grow sales through direct trade, key accounts, and distributor partnerships.
Monitor daily and weekly sales performance, providing accurate and timely reports to management.
Identify, appoint, and manage distributors and sub-distributors within the Benin region.
Ensure efficient route-to-market (RTM) execution for product availability and visibility.
Negotiate trade margins, credit terms, and promotional agreements with partners.
Supervise distributors’ sales representatives to ensure effective coverage and merchandising.
Collaborate with the marketing team to plan and execute trade activations, in-bar promotions, and events.
Monitor competitor activities, pricing, and market trends to recommend proactive strategies.
Ensure effective branding and merchandising in all outlets in line with company standards.
Build and maintain strong relationships with key trade customers and opinion leaders.
Address customer complaints promptly and professionally.
Organize trade engagement sessions and loyalty programs to strengthen partnerships.
Qualifications & Requirements
Bachelor’s degree in Marketing, Business Administration, or related field.
Minimum of 5–7 years’ sales experience in the alcoholic beverage, brewery, or FMCG sector, with at least 2 years in a supervisory or managerial role.
Strong knowledge of the Benin and South-South market dynamics, including distributor networks and on-trade channels.
Proven track record in achieving sales targets and market expansion.
Excellent communication, negotiation, and relationship management skills.
Proficiency in MS Excel, PowerPoint, and CRM tools.
Key Competencies:
Leadership and team motivation
Strong commercial and negotiation skills
Market and channel understanding (on-trade/off-trade)
Analytical and reporting ability
Result-driven and self-motivated
Excellent interpersonal and communication skills