Role Overview
The Head of Commercial Sales will be responsible for developing and executing a holistic sales and commercial strategy that integrates our retail stores, eCommerce platform, franchise expansion, wholesale distribution, and new product development.
This role requires a strategic leader with deep FMCG experience, a strong commercial mindset, and the ability to drive revenue growth across multiple business verticals.
Key Responsibilities
Sales Strategy & Revenue Growth
Develop and implement a commercial sales strategy covering retail, eCommerce, franchise operations, distribution, and new product launches.
Drive revenue growth and achieve ambitious sales targets across all business segments.
Conduct market analysis to identify new revenue opportunities and areas for expansion.
Ensure the pricing strategy is competitive while maximizing profitability.
Retail & Franchise Expansion
Oversee the performance of Drinks.ng’s retail stores and drive in-store sales growth.
Develop and execute a strategy to expand our franchise network, ensuring
seamless integration and operational efficiency.
Strengthen relationships with franchise partners to enhance sales performance and customer experience.
eCommerce & Digital Sales
Optimize the performance of Drinks.ng’s eCommerce platform, driving online sales and conversion rates.
Develop and implement omnichannel sales strategies to ensure a seamless shopping experience across online and offline platforms.
Leverage data and analytics to enhance customer retention, personalization, and targeted marketing efforts.
Wholesale & Distribution Business
Expand Drinks.ng’s distribution footprint, ensuring strong partnerships with wholesalers, distributors, and modern trade players.
Strengthen relationships with hotels, bars, restaurants, and corporate clients (HoReCa sector).
Drive operational efficiency in logistics and supply chain to ensure seamless product availability.
New Product Development & Commercialization
Collaborate with internal teams and partners to launch and commercialize new beverage products.
Develop go-to-market strategies for RTD products, spirits, wines, and energy drinks, ensuring strong sales penetration.
Monitor market trends and consumer insights to identify new product opportunities and drive innovation.
Team Leadership & Performance Management
Lead and manage a high-performing commercial sales team, ensuring clear KPIs and accountability.
Drive a sales-driven culture through motivation, training, and performance management.
Implement structured commission and incentive programs to enhance team productivity.
Commercial Partnerships & Negotiations
Build and manage strategic partnerships with suppliers, key accounts, and modern trade partners.
Lead high-level negotiations with distributors, suppliers, and retail chains to ensure favorable terms and business growth.
Manage trade marketing budgets and initiatives to maximize in-store and online visibility.
Financial & Operational Oversight
Work closely with finance and supply chain teams to optimize inventory management, pricing, and sales forecasting.
Ensure sales operations align with overall business objectives, profitability targets, and cost controls.
Monitor credit risk and enforce payment compliance policies to maintain healthy cash flow.
Key Requirements
10+ years of sales leadership experience in FMCG, preferably in the beverage or alcohol sector.
Proven track record in managing and scaling retail, eCommerce, franchise, and distribution sales.
Strong experience in wholesale distribution, modern trade, and corporate sales (HoReCa sector).
Deep understanding of Nigerian retail dynamics, digital commerce, and consumer buying behavior.
Excellent negotiation, financial acumen, and strategic planning skills.
Strong leadership and people management skills, with the ability to motivate and drive high-performing teams.
Data-driven mindset, with expertise in sales analytics, forecasting, and performance measurement.
Interested candidates are invited to submit their resume and their portfolio detailing their relevant experience and achievements to hr@drinks.ng
Apply via :
hr@drinks.ng
