Regional Sales Manager - Alcohol Beverages at AAVA Brands Limited

AAVA Brands Limited, a new generation company of Chanrai Summit Group (Fareast Mercantile Co. Limited), has been proudly serving Nigeria since 1890 and connects world-class brands to the Nigerian consumer, every day. Now under the umbrella of DP World, AAVA Brands Limited is further strengthened as a flexible and agile service provider. Keeping pace with the evolving needs of African consumers, we strive harder to make the right products available at the right place, in the right time.

We have dedicated our resources to supply chain management through the import / manufacture and distribution of products covering branded Food, Beverages and Fast Moving Consumer Goods for the best multi-nationals in the world. A product portfolio spanning 3,500 SKUs is managed by capable, professional teams, robust infrastructure, and strong delivery systems to ensure availability to consumers every day. As a socially responsible group, we have partnered with various NGOs such as the Tulsi Chanrai Foundation to support their social welfare initiatives.

We are recruiting to fill the position below:

Job Title: Regional Sales Manager - Alcohol Beverages

Location: Benin, Edo
Employment Type: Full-time

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

Application Closing Date
31st December, 2025.