Sales Officer-FMCG

Job Description

Job Summary

The Sales Officer will be responsible for driving sales growth and expanding the market presence of Hilina Enriched Foods PLC's commercial food products through direct field sales, customer acquisition, and effective route-to-market execution.

The position requires a highly energetic, results-driven sales professional with proven experience in Ethiopia's FMCG sector, particularly in van sales, retail distribution, supermarket sales, wholesale trade, and traditional trade channels.

The officer will be responsible for daily field visits, identifying and acquiring new customers, selling products to kiosks, retailers, mini-markets, supermarkets, and wholesalers, ensuring product availability and visibility, collecting payments, and developing sustainable customer relationships.

Major Duties and Responsibilities

A. Direct Field Sales and Market Development

• Conduct daily field sales activities through planned routes and direct customer visits.
• Actively sell Hilina's commercial products to kiosks, grocery shops, retailers, mini-markets, supermarkets, wholesalers, restaurants, and other potential customers.
• Identify, approach, and register new sales outlets to continuously expand market coverage.
• Execute van sales activities, including product presentation, order taking, direct selling, and delivery where applicable.
• Develop and maintain an effective route-to-market strategy to maximize geographical coverage and sales performance.
• Achieve assigned daily, weekly, and monthly sales targets.
• Develop new market territories and identify opportunities to increase product penetration and market share.

B. Customer and Channel Management

• Establish and maintain strong business relationships with retailers, wholesalers, supermarket buyers, and other customers.
• Conduct regular customer visits to generate repeat orders and maintain active accounts.
• Negotiate sales terms within the company's approved pricing and credit policies.
• Follow up on customer orders, outstanding payments, and product replenishment.
• Address customer complaints, product inquiries, and market-related concerns professionally.
• Identify and reactivate inactive customers while continuously developing new accounts.
• Support the Deputy Sales & Marketing Manager in answering all customer questions accurately; prioritize and/or escalate, lead and customer questions as needed.
• Maintain positive business and customer relationships in the effort to extend customer lifetime value.
• Support the Deputy Sales & Marketing Manager in organizing meetings with potential clients and listen to their wishes and concerns.

C. Product Availability and Merchandising

• Ensure adequate product availability at assigned sales outlets and monitor stock replenishment requirements.
• Implement proper product placement, merchandising, shelf visibility, and display standards at customer outlets.
• Monitor product expiry dates, stock rotation, damaged products, and inventory conditions.
• Ensure effective implementation of approved promotions, trade offers, and point-of-sale marketing activities.
• Monitor competitors' products, pricing, promotions, and distribution activities and provide regular market intelligence.

D. Sales Operations and Reporting

• Prepare daily sales and customer visit reports, including sales volume, revenue, new outlets opened, and customer follow-ups.
• Maintain accurate records of customer information, orders, sales transactions, collections, and outstanding balances.
• Ensure proper handling, accounting, and timely submission of cash collected from customers in accordance with company procedures.
• Monitor sales stock loaded into and sold from the assigned sales vehicle and ensure proper stock reconciliation.
• Prepare regular reports on market coverage, route performance, customer feedback, competitor activities, and challenges.
• Work closely with the sales and marketing team to implement commercial sales strategies and achieve overall business objectives.

E. Compliance and Other Responsibilities

• Ensure compliance with company sales policies, approved pricing, credit procedures, and cash-handling requirements.
• Maintain professional conduct and protect company property, products, vehicles, and confidential information.
• Ensure proper handling, storage, and transportation of food products in line with food safety requirements.
• Report any product quality or food safety concerns to the immediate supervisor and Quality Department.
• Ensure compliance with the relevant requirements of local, national and international laws related to environmental standards and end client's environmental requirements.
• Ensure reduction targets (environmental objectives) are in place for environmental aspects e.g. water consumption and discharge, waste, energy and greenhouse gas emissions.
• Determine environmental aspects and impacts and devise methods to prevent or reduce these environmental impacts.
• Use the 3R + 1R rule (Reduce, Reuse, Recycle, Rethink) to avoid or minimize discharges to water, emissions to air and disposal to land.
• Implement, document, maintain and continually improve the Environmental Management System (ISO 14001:2015).
• Perform other related duties as assigned by the immediate supervisor.

Educational Qualification

• BA/BSc Degree or Diploma in Marketing, Sales Management, Business Administration, or a related field.

Work Experience

• Minimum of 2–3 years of proven FMCG field sales experience, preferably in food and beverage, consumer goods, or fast-moving retail products.
• Demonstrated experience in direct sales, van sales, retail distribution, and route-to-market operations.
• Proven experience dealing with Ethiopian supermarkets, mini-markets, wholesalers, retailers, kiosks, and traditional trade outlets.
• Practical experience in customer acquisition, outlet development, order generation, sales collection, and territory management.
• A demonstrated track record of achieving sales targets is highly desirable.
• Knowledge of the Ethiopian FMCG market and retail distribution landscape is essential.

Required Skills and Competencies

• Strong selling, negotiation, and customer relationship management skills.
• Highly energetic, proactive, persuasive, and results-oriented.
• Excellent field execution and market development capabilities.
• Ability to independently plan daily sales routes and manage customer visits.
• Strong knowledge of route-to-market strategies and retail distribution practices.
• Ability to work under pressure and meet demanding sales targets.
• Good communication, interpersonal, and reporting skills.
• Basic computer skills and familiarity with sales reporting tools.

Language Requirements

• Fluency in Amharic.
• Working knowledge of English is an advantage.