Sales Director-15yrs of Exp in CPG|FMCG |Food |Beverage in Africa, Nigeria, Ghana, India & Middle East.

Last Updated: 9th January 2021 (about 1 year ago)



Phone Number


Age Range
35 to 44

Qualification Level

English, Gujarati, Hindi, Punjabi


Techno-Commercial professional with 15 yrs. Exp ★ FMCG – Food, Beverage, Water, Juice, Brewery Business ► Sales |Distribution |Operations |Business Development|Expansion|Execution| Asset Management | in Africa, Nigeria, Ghana, India & Middle East.

➢ 10 years of Exp in African Markets at Senior Management/ Board Level.
➢ Currently working as Business Head @ SADAFCO - Dairy Company, Jeddah Saudi Arabia.
➢ Director of Sales & RTM (West Africa) @ AB-InBev based at Lagos Nigeria.3yrs
➢ Head of Sales & Distribution with Pepsi 7UP Bottling Company Plc. Lagos Nigeria.4yrs
➢ Branch Manager with Channrai Group. Lagos Nigeria.2yrs
➢ Sales Officer with Nestle India Ltd. 4yrs


Business Manager

   Nov 2018
— Current

Managing General Administration of Branch… Revenue of $100m… including Sales & Distribution of product portfolio of 65 SKU's in Traditional Trade, Modern Trade, Wholesales, and OOH Channels …Credit Sales Collection within 30day; Inventory Turnover ratio below 5.2 & Bad Returns below 0.4%. with Availability & Distribution up to 95%

♦Top line: 17% Growth LY 2018 ♦ Bottom line: +5% ♦ Market Share Grwth2018/19 + 6% ♦ Bad Returns 70% OLY
♦ Operational cost -9% Declined ♦ Reach 8,000 point of sales

Key Responsibilities:
• Set Target for Depot’s by Channels/ Salesforce; monitor, guide, and motivate ASM, SS, TL, and Merchandising Supervisors in their performance to effectively manage & control the Van sales operation to realize the Sales Targets.
• Monitoring the daily operations of depot including manpower planning & work allocation; tracking vehicle movement, keeping in mind the company’s goals and financial-cost improvement plans
• Driving trade /sales schemes for retailers; formulating major volume customer schemes, distributor incentive program, discounting structure for trade. Formulate the Right Stores and Perfect Stores Strategy based on agreed guidelines
• Ensure incorporation with Finance that the implementation of agreements and contracts with key accounts/Supermarkets and negotiate long term promotional activities with the co-ordination of Trade marketing.
• Implementing credit policy, assessing creditworthiness, performing periodic credit reviews of existing customers and managing aging balances and push collection through sales and collection channels.
• Maintaining inventory stock counting/inventory accuracy checks; applying FIFO to reduce the stock expiry in the warehouse, monitoring returns, and developing a depletion plan and avoiding overstocking the points of sales.
• Ensure management and control of the Depot’s logistics operations to realize the planning delivery of finished products in line with distribution policies; manage the maintenance and repair activities for cars, refrigerator, and forklifts at the depot in line with supply chain to ensure maximum availability of vehicles at low cost.

AB-In Bev
Director Commercial Sales & RTM West Africa

   Feb 2016
— Aug 2018

Key Result Area:-
• Net Revenue/ P&L/Capex
• Payroll Overtime & Outsourcing
• Market Share
• Productivity per head
• Distribution and Vender’s Relationship
Key Responsibility:-
• Develop Strategy to deliver Annual Net Revenue Targets of $500m & Vol of 8m H/L for the West Africa Business.
• Lead, Recruit, Coach and manage the Sales Team to Win work and achieve the Revenue and Profit targets.
• Build a strong organization Capability people/ process by review and update Automation process as key driver.
• Design and implement business strategies, plans and procedures, by functions
• Optimization and Efficiency improvement cost of Goods Sold COGS. Margin per case.
• Includes Primary Distribution, Fleet management (Owned and Hired) and Logistic covering a volume 8m H/L.
• Conducting competitor analysis by keeping abreast of market trends and competitor moves to achieve market share
• Closing new business deals by coordinating requirements; developing and negotiating contracts; integrating contract requirements with business operations
• Maintaining relationships with clients by providing support, information, and guidance; researching and recommending new opportunities; recommending profit and service improvements
• Collaborate and build strong relationship with Government, regulatory and other institutions to build brand equity of the organization.

Seven up Bottling Company PLC (Nigeria)

   Feb 2012
— Feb 2016

Key Result Area:-
• Sales volume of 35 million cases & Revenue of $180 Million annually for the Ikeja
• Net Profit ratio 30%, Double Digit Growth & Cost reduction
• Increase & retain Market share from 58%
• Cash Receivables and empties on loan.
• Sales Manpower recruitment/ Training

Key Responsibility:-
• Provide forecast of Annual Sales Budget & business plan of the plant and ensuring execution quarterly, monthly, weekly.
• Provide product requirement forecast to Production Dept.
• Market execution of strategies by numeric & weighted Distribution growth.
• Maintain details of Customers, complex negotiations, deal structuring; Glass and signage by Route, Ensuring company assets utilization and cold availability in trade.
• Co-ordinate with Transporters for adequate to ensure reduction in S&D-cost for timely & effective Distribution
• Convert and retain Interpersonal-relationship with Traditional Trade, Corporate Bodies, Modern trade outlets, Trade partners and government agencies in Nigeria.
• Monitor competitive activities; create market information system & identify opportunities to reposition the company strategy for maintaining a competitive advantage.
• Plan and execute all sales Promotion activities, maintain Stockist agreements, Marketing Initiatives, point of sale solutions to drive Consumer KPIs and Incremental Cases.
• Recruitment and training of sales staff, their career progression and performance evaluation.
• Retain score of retail customer audit & Distribution KPI’s
• MIS system reports sales, analyse data and come out with specific plans to make improvement
• Net profit 25%+ for 2 consecutive years of Ikeja Plant
• Market share of pet 67% from 58% and overall 57% in 2015
• GTM successful implementation in Lagos.
• Credit receivable down by 52%.from 52 Million in 2012 to 27 million in 2015
• New distribution model AS&D implementation in Lagos.

Fareast Mercantile Co. Ltd., Nigeria
Branch Manager

   Feb 2010
— Feb 2012

Key Result Area:-
• USD 35 MN/Annual business
• Trading Terms & pricing on strategy Profit growth for a Regional P&L of 40%
• Cash Receivables within 30 days.
• Product expiry less than 1% of Branch Total Revenue.
• Numeric and Weighted Distribution
Key Responsibility:-
• General administration of the branch. Ensure Sales & collection of outstanding payments as per set program, implementing effective strategies to maximize sales and accomplishment of revenue and collection targets & maintain harmonious relationship with local officials
• Range of Products Management (A product portfolio spanning 50 SKUs of 15 MNC’s companies). Managing Profit Centre through indulging into different segments.
• Preparing and delivering Trade Profit Growth aligned with annual budget for the branch to ensure no deviation as part of P&L responsibility.
• Own & drive our Sales Strategy in the region (aligned to Nigerian Market) and execution plans to deliver value share gains and financial leverage.
• Recruit, retain, coach, mentor, motivate and manage performance, career progression and performance evaluation. Invests 30-40% of time providing coaching of Work with Sales Operations
• Identifying and networking with financially strong and reliable channel partners, and Institutions within the assigned territory resulting in deeper market penetration and reach.
• Trading Terms & pricing on strategy – managing trading issues across customers of Work with Sales Operations & Customer Marketing team to ensure efficient and effective implementation of Brand & Trade activities to Continue to improve execution through insightful M&Es .
• Nurture Customer relationships & implement category growth plans to Understand customer dynamic & needs to Nurture relationships among key customers and cross functionally with FMCL (supply, Finance, consumer Marketing & customer marketing) to Leverage shopper and customer insights into tangible customer/trade plans and category developing results to Build customer knowledge in business .
• Star Performance Award 2010 for highest regional sales growth.
• Growth in turnover $ 7m in 2010 to $ 15 m Naira in 2012) in Lagos Branch less than two consecutively years.
• Launch of New Pack of 50gm of McVities Biscuit in Lagos.
• Build a strong distribution network in Lagos State by incorporating KDs in different markets, and liaise with local Govt Bodies.

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