Area Sales Manager (ASM) at Sonia Foods Industries Limited

Job Description

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Sonia Foods Industries Limited, a leading Nigerian indigenous FMCG manufacturer, is inviting applications for the Area Sales Manager (ASM) position across Abuja, Edo, and Lagos. Founded in 2006, Sonia Foods is renowned for Sonia Tomato Paste and a diverse range of food products including seasoning cubes, baking powder, margarine, and yeast.

Working at Sonia Foods provides hands-on exposure to production systems, supply chain operations, and sales management, making it a premier training ground for young professionals in Nigeria’s FMCG sector.

Location: Abuja, Edo, Lagos | Type: Full-Time | Deadline: January 28, 2026

Role Overview:
The ASM drives sales growth, market expansion, and distributor performance within the assigned territory, ensuring alignment with company sales strategies and achievement of volume and value targets.

Key Responsibilities:

• Sales & Business Performance: Develop and execute area sales plans, achieve sales and distribution targets, monitor performance trends, and optimize route-to-market coverage.
• Distributor & Channel Management: Strengthen distributor relationships, review KPIs, ensure stock availability, and identify new distributor opportunities.
• Team Leadership & Capability Development: Lead and coach Sales Supervisors and Representatives, conduct field coaching, and support continuous team development.
• Execution Excellence & Market Intelligence: Ensure in-store execution and promotional compliance, monitor competitors, and support new product launches.
• Reporting & Administration: Submit accurate sales reports, manage area budgets, and ensure compliance with company policies and SOPs.

Qualifications & Requirements:

• Education: Bachelor’s degree or HND in Business Administration, Marketing, Economics, or related discipline. MBA or relevant certifications are a plus.
• Experience:
  • Minimum 8 years of sales experience in FMCG, with at least 4 years in a reputable FMCG company.
  • Minimum 3 years proven experience as an Area Sales Manager.
  • Career progression from Sales Representative to leadership roles preferred.
• Skills:
  • Strong leadership, coaching, and people management skills
  • In-depth knowledge of FMCG route-to-market operations
  • Analytical, planning, and problem-solving abilities
  • Excellent negotiation, communication, and interpersonal skills
  • Proficiency in Microsoft Excel and sales reporting tools
  • Willingness to travel extensively

Benefits:

• Career development in a fast-paced FMCG environment
• Hands-on exposure to operational and sales systems
• Opportunity to lead and shape a high-performing sales team

How to Apply

Send your CV to: [email protected] CC: [email protected]
Use the Job Title as the subject of your email.

Deadline: January 28, 2026