Route-to-Market Manager

About the role

The Route-to-Market Manager develops and implements nationwide strategies to improve product availability, market penetration and distribution efficiency. The role covers distributor territory design, sales process implementation, distributor management, SFA system rollout and regular performance reporting.

Key responsibilities

• Develop and implement nationwide Route-to-Market strategies to improve product availability, market penetration and distribution efficiency.
• Design and optimize distributor territories, sales routes and coverage plans using route optimization and geo-mapping tools.
• Develop and implement sales processes for primary and secondary sales execution.
• Build and manage strong relationships with distributors, aligned with business objectives and sustainable growth.
• Monitor distributor performance, inventory levels and route productivity.
• Establish, monitor and drive key sales KPIs such as market coverage, SKU distribution, sales productivity and target achievement.
• Lead the implementation and continuous improvement of Sales Force Automation (SFA) systems.
• Collaborate with Sales, Marketing, Supply Chain and other teams on trade execution and distribution planning.
• Analyze market trends, sales performance and customer insights to improve RTM strategies.
• Maintain and update the distributor and dealer database.
• Prepare periodic performance reports with actionable recommendations.

Required profile

• B.A./B.Sc./MBA in Business Administration, Marketing, Business Management or a related field.
• Minimum of 7 years in Sales and Marketing, with at least 2 years of specialized Route-to-Market experience in an FMCG environment.
• Dairy industry experience is an added advantage.
• Strong understanding of Nigeria's market structure, distribution channels and consumer trends.
• Valid driver's license and willingness to travel extensively.

Required skills

• Sales planning, distributor management, route optimization and market development.
• Experience implementing SFA tools and sales performance management systems.
• Analytical, project management, leadership and stakeholder management skills.
• Excellent presentation, reporting and communication skills.