Sales Manager – West Africa (B2C & B2B)

About the role

Our client, a fast‑growing FMCG coffee business, is expanding into West Africa with Nigeria as the anchor market. They seek a senior, well‑connected sales professional to lead market entry and growth for both B2C and B2B coffee activities.

Key responsibilities

• Develop and execute the go‑to‑market strategy for the B2C coffee business across Nigeria and West Africa.
• Identify, evaluate and onboard key distributors and channel partners in the region.
• Provide hands‑on advisory support to leadership on market entry, route‑to‑market and commercial structure.
• Support B2B sales activities alongside the core B2C focus.
• Build and manage relationships with retailers, distributors and trade partners across the coffee and broader FMCG landscape.
• Travel periodically to Nairobi to share market learnings and help guide East Africa business development.
• Act as a trusted on‑the‑ground advisor and later build and manage a local team as the business scales.

Required profile

• At least 10 years of experience in the coffee industry and/or broader FMCG sales and marketing, with a strong B2C focus.
• Deep, well‑established network within the coffee industry in Nigeria/West Africa.
• Proven sales and relationship‑building track record; ability to open doors and close deals.
• Previous experience managing a team is preferred.
• Comfortable working independently/remotely without a local office, while staying connected to a small regional team based in Nairobi.
• Fluent English speaker, honest, hard‑working and relationship‑driven.
• Local Nigerian candidates strongly preferred; Lagos‑based preferred but not essential.