Area Sales Manager (ASM) at Sonia Foods Industries – 4 Openings

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• Company:
• Location: Nigeria
• State:
• Job type: Full-Time
• Job category:

Sonia Foods Industries is one of the leading tomato products processing factories in West Africa. Its headquarters is located on the Lagos-Ibadan Expressway, KM 39\. The company produces Tomato Mix, Peppe \& Onion Tomato Seasoning Mix, Curry Powder, and Thyme Leaves, under the brand name Sonia. The factory is located on Ikorodu Shagamu Express Road, Onigbagbe/Sotubo Village, Shagamu, Ogun State, Nigeria.

We Are Recruiting To Fill The Position Below

**Job Title: Area Sales Manager (ASM)**

Locations:

Benin – Edo, Ilorin- Kwara, Akure – Ondo, Osogbo – Osun

Employment Type: Full-time

Job Summary

• The Area Sales Manager (ASM) is responsible for driving sales growth, market expansion, distributor performance, and execution excellence within the assigned territory.
• The role ensures effective implementation of company sales strategies, achievement of volume and value targets, and strong team leadership to deliver sustainable business results.

Key Responsibilities

Sales \& Business Performance:

• Develop and execute area sales plans in line with company objectives and annual targets.
• Drive achievement of sales volume, value, distribution, and market share targets.
• Monitor sales performance trends and take corrective actions where required.
• Ensure effective coverage, route-to-market efficiency, and outlet expansion within the territory.
• Manage trade promotions, pricing compliance, and product availability.

Distributor \& Channel Management

• Manage and strengthen distributor relationships to ensure optimal service levels and stock availability.
• Review distributor KPIs, including sales growth, stock rotation, credit management, and operational efficiency.
• Ensure timely order processing, stock replenishment, and adherence to agreed commercial terms.
• Identify and develop new distributors or sub-distributors where necessary.

Team Leadership \& Capability Development

• Lead, coach, and motivate Sales Supervisors and Sales Representatives within the area.
• Conduct regular field coaching, joint calls, and performance reviews.
• Ensure proper deployment, productivity, and discipline of the sales force.
• Identify training needs and support continuous capability development.

Execution Excellence \& Market Intelligence

• Ensure excellent in-store execution, visibility, merchandising standards, and promotional compliance.
• Monitor competitor activities, pricing, and market dynamics, providing timely market intelligence.
• Support new product launches and ensure effective market penetration.
• Ensure compliance with company policies, SOPs, and ethical standards.

Reporting \& Administration

• Prepare and submit accurate daily, weekly, and monthly sales reports.
• Track area performance using approved reporting tools and dashboards.
• Manage area budgets and ensure cost-effective operations.

Key Performance Indicators (KPIs)

• Achievement of sales volume and value targets.
• Distributor performance and coverage expansion.
• Sales force productivity and capability development.
• Trade execution and market visibility standards.
• Accuracy and timeliness of reporting.

Qualifications \& Experience

Educational Qualification:

• Bachelor’s degree or HND in Business Administration, Marketing, Economics, or a related discipline.
• An MBA or relevant professional certification is an added advantage.

Experience Requirements

• Minimum of 8 years total sales experience in the FMCG industry.
• At least 4 years of FMCG experience with a reputable organization.
• Minimum of 3 years proven experience as an Area Sales Manager (ASM).
• Strong background progressing from Salesman/Sales Representative to leadership roles.

Key Competencies \& Skills

• Strong leadership, people management, and coaching skills.
• Excellent knowledge of FMCG route-to-market operations.
• Sound analytical, planning, and problem-solving abilities.
• Strong negotiation and distributor management skills.
• Excellent communication and interpersonal skills.
• High level of integrity, accountability, and result orientation.
• Proficiency in Microsoft Excel and sales reporting tools.
• Willingness to travel extensively within the assigned area.

Application Closing Date

15th May, 2026\.

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