Head of Sales at Mai Shayi Coffee Roasters Limited

Mai Shayi Coffe Roasters is a specialty coffee company focused on revitalizing the country's coffee sector through sustainable farming, processing, and high-end coffee experiences.

We are recruiting to fill the position below:

Job Title: Head of Sales

Location: Abuja (FCT) 

Role Purpose

• The Head of Sales is responsible for driving total revenue growth for Mai Shayi Coffee through retail café sales, corporate coffee solutions, events and catering, strategic partnerships, and the direct sale, leasing and placement of coffee machines.
• The role focuses on building sustainable revenue streams by combining product sales, equipment solutions, long-term contracts and strong customer relationships across multiple market segments.

Key Responsibilities

• Develop and execute a comprehensive multi-channel sales strategy covering café walk-in sales, corporate coffee supply, events and catering, delivery platforms, partnerships, and coffee machine sales, rentals and leasing models.
• Drive end-to-end coffee machine sales including espresso machines, grinders, brewers and accessories, targeting offices, hotels, restaurants, cafés, co-working spaces, event venues and retail partners.
• Structure and manage machine sales models such as outright purchase, leasing, rental and coffee-supply-bundled agreements to ensure recurring revenue.
• Secure corporate and institutional contracts for coffee supply, machine placement, barista training, maintenance and servicing agreements.
• Lead negotiations on pricing, service level agreements and commercial terms to ensure profitability and long-term partnerships.
• Collaborate with operations and technical teams to coordinate installation, commissioning, after-sales support and ongoing maintenance of coffee machines.
• Drive upselling and cross-selling of coffee beans, consumables, accessories, training services and maintenance contracts alongside machine sales.
• Optimize outlet and retail sales performance by increasing average order value, promoting merchandise and home brewing equipment, and supporting in-store machine demonstrations where applicable.
• Recruit, train, coach and manage the sales team to deliver strong performance across both consumable and equipment sales, with clear targets and accountability.
• Design and manage sales incentive and commission structures aligned with revenue growth, machine placements and recurring income.
• Establish and manage strategic partnerships with coffee machine manufacturers, distributors, hospitality groups, corporate service providers and event organizers.
• Represent Mai Shayi Coffee at trade fairs, coffee exhibitions, industry events and corporate networking forums.
• Work closely with finance to develop competitive pricing models, manage margins and monitor cost-to-serve across all sales channels.
• Prepare accurate sales forecasts and performance reports covering retail sales, corporate accounts and coffee machine sales, using data to identify trends, risks and growth opportunities.
• Drive customer retention by ensuring a seamless customer journey from initial engagement to machine installation, service delivery and ongoing account management.
• Handle key account escalations and ensure high levels of customer satisfaction and brand loyalty.

Key Performance Indicators

• Total revenue growth, coffee machine sales value and volume, number of active machine placements and leases, corporate accounts acquired and retained, recurring revenue from coffee supply contracts, sales team target achievement, gross margins on machine and solution sales.

Qualifications and Experience

• Bachelor’s degree in Marketing, Business Administration or a related field, with an MBA as an advantage.
• Minimum of 7 - 10 years of sales experience, including at least 3–5 years in a leadership role, preferably within coffee, beverage, hospitality, FMCG or equipment sales.
• Proven experience in B2B or solution-based sales and closing high-value corporate contracts is strongly preferred.

Required Competencies:

• Strong commercial and negotiation skills, solution-selling mindset, ability to understand coffee equipment at a functional and commercial level, excellent communication and relationship management skills, data-driven decision-making and a results-oriented leadership approach.

Application Closing Date
12th January, 2026.