Sales Representative

Role Overview

This position is accountable for the complete order-to-cash cycle within a defined territory, ensuring that customer service targets are met while keeping distribution expenses under control. The focus is on driving both sell-in (orders from distributors/retailers) and sell-out (sales to end consumers) to hit volume and value goals, while actively managing outstanding receivables. Day-to-day, you will monitor channel performance, execute merchandising standards, manage company-owned assets, and provide accurate forecasts and feedback that shape field sales and category strategies.

Key Responsibilities

• Deliver agreed sales volume and value targets through effective distribution and by actively managing sell-in and sell-out activities, while keeping days sales outstanding in line with the order-to-cash process.
• Work closely with the Sales & Marketing Director to design and implement an efficient coverage model for priority channels within your assigned territory.
• Ensure the quality of the four Ps (product, price, place, promotion) in priority channels: maintain required SKU distribution, achieve retail pricing objectives, and meet placement and merchandising standards.
• Monitor customer performance daily against defined KPIs, including sales-out metrics, inventory levels, and the timeliness of order placement.
• Execute channel-specific category plans at the point of purchase within the sales cycle, and support the development of field sales and category plans by feeding back on execution results and challenges.
• Manage the deployment and maintenance of coolers, freezers, and other assets in the territory, including signing contracts with customers holding company assets, keeping the asset register current, and verifying that repairs match site conditions.
• Deliver accurate, timely information on demand forecasts by customer, computerized coverage reports, and value-chain pricing to support planning and decision-making.
• Coach, motivate, and develop both distributor and direct sales teams to improve overall performance and capability.

Requirements & Qualifications

• University degree in Commerce, Economics, Business Administration (with a marketing focus), or an equivalent qualification.
• At least 2 years of working experience in a Fast-Moving Consumer Goods (FMCG) environment, ideally in field sales or trade marketing.
• A thorough understanding of the core sales capabilities: order generation, delivery/fulfilment, in-store merchandising, and account development.
• Strong analytical skills to monitor performance data, forecast demand, and identify coverage or execution gaps.
• Excellent interpersonal and communication skills for working with distributors, retail customers, and internal stakeholders.
• Ability to work independently, plan territory routes efficiently, and manage time effectively against multiple priorities.