Business Development Manager

Job Purpose

The Business Development Manager (BDM) is responsible for developing and implementing the company’s outbound sales and business development strategy, sales processes, structures, and best practices across assigned markets.

The role will lead commercial operations including sales, distribution, route-to-market execution, promotional activities, customer development, and team management to ensure sustainable business growth and market expansion.

Key Responsibilities

Sales & Marketing Leadership Lead and coordinate all sales and marketing activities across assigned territories. Drive product promotion, sales growth, and market penetration. Ensure proper distribution and visibility of products in all markets. Develop and implement effective sales and marketing strategies aligned with company objectives. Monitor market trends, customer needs, and competitor activities. Product Promotion & Brand Visibility Lead all product promotional activities and campaigns. Recruit and manage promoters to create product awareness and encourage continuous usage. Prepare promotional plans and coordinate execution with the Finance Manager. Submit regular reports on promotional activities and performance outcomes. Ensure strong product visibility and availability in the market. Sales Network & Distribution Management Build and maintain an effective and coordinated sales network including: Expand the company’s distribution network and market coverage. Define and optimize route-to-consumer (RTC) strategies. Ensure efficient territory coverage and distribution execution. Business Development & Market Expansion Identify and develop new clients, distributors, and market opportunities. Develop strategies to increase market share and regional penetration. Set sales targets for distributors and monitor performance. Build and maintain long-term relationships with customers and partners. Generate new leads and support business partnerships. Sales Operations & Performance Management Supervise and support the sales team to achieve monthly and annual sales targets. Conduct regular sales reviews, variance analysis, and performance tracking. Monitor activities of distributors, wholesalers, and rural sales channels. Set SMART objectives and KPIs for team members. Prepare weekly, monthly, and quarterly sales performance reports. Sales Planning & Forecasting Participate in Sales & Operations Planning (S&OP) processes. Prepare reliable monthly sales forecasts and demand plans. Maintain and update key customer and partner information. Review and confirm quarterly activity plans in advance. Support achievement of Annual Operating Plan (AOP) objectives. Commercial Execution Excellence Execute Joint Customer Plans (JCP) effectively. Support consumer marketing and experiential activities. Monitor business performance through regular sales analysis and reporting. Ensure RTC processes are understood and implemented by stakeholders. Coach, mentor, and train sales teams and third-party sales personnel. Spend regular time in the field supporting sales teams and market execution. Production, Supply & Product Availability Coordinate with production and supply teams to ensure product availability. Support production planning and inventory management. Monitor raw material stock and escalate supply issues when necessary. Ensure efficient route-to-market and supply chain operations. Work closely with production teams to maintain product quality standards. Route-to-Consumer Development Develop and strengthen competitive route-to-consumer solutions. Improve supply effectiveness to meet increasing market demand. Implement efficient market coverage and operational processes. Manage proposal development and response processes for business opportunities. Change Management Drive awareness, understanding, and implementation of organizational changes. Support management and partners in change initiatives. Develop communication, training, and restructuring plans. Conduct change impact assessments and action planning. Ensure stakeholder engagement and business readiness. Budget Management & Reporting Participate in budget preparation and monitoring. Ensure compliance with approved commercial budgets and direct costs. Monitor performance dashboards and prepare management reports. Maintain accurate commercial documentation and reporting systems. Team Development & Leadership Create a positive and high-performance work environment. Develop training and capability-building plans for the team. Participate in recruitment and onboarding processes. Identify high-potential employees and implement development plans. Manage performance improvement initiatives for underperforming employees.

Qualifications & Experience

Educational Qualifications

MBA / Master’s Degree / Bachelor’s Degree in: Sales & Marketing Trade Marketing Sales Operations Management Customer Management

Experience

Minimum 10 years of experience in: Sales Management Business Development Trade Marketing Distribution Management FMCG / Consumer Goods Industry Experience in African distribution channels and markets is highly preferred.

Technical Skills

Strong understanding of sales processes and KPI management Expertise in distribution and route-to-market management Knowledge of profit & loss analysis Sales forecasting and inventory planning Project management skills Strong analytical and reporting capabilities Excellent negotiation and customer management skills

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