National On-trade / On-premise Manager
Isolo, Lagos Employment Type: Full-time Reports to: Head of Sales, Lagos, Nigeria
full-time
Jobtion Consulting - Our client, a fast-growing organisation in the alcoholic beverages sector, is recruiting an experienced candidate to fill the position below:
We are recruiting to fill the position below: Job Title: National On-Trade / On-Premise Manager
Location: Isolo, Lagos Employment Type: Full-time Reports to: Head of Sales
Job Description
Our client is recruiting an experienced and commercially driven National On-Trade/On-Premise Manager to lead the growth and development of its national on-trade business.
This is a senior commercial leadership role responsible for developing and executing the national on-trade strategy, driving revenue and volume growth, expanding key account relationships, strengthening distribution and product visibility, and building a high-performing on-trade sales team.
The successful candidate will lead the company's engagement with hotels, restaurants, bars, lounges, nightclubs, hospitality groups and other strategic on-premise customers across Nigeria, while working closely with Sales, Marketing, Finance, Operations and Distribution teams to deliver sustainable commercial growth.
The role requires a strong combination of strategic thinking, commercial execution, key account management, sales leadership and deep understanding of the Nigerian on-trade market.
Key Responsibilities National Sales Strategy & Business Growth:
Develop and implement the national on-trade sales strategy in alignment with the company's overall commercial objectives.
Drive revenue growth, sales volume, market penetration and profitability across the national on-trade channel.
Develop annual, quarterly and monthly sales plans, budgets, forecasts and channel development priorities.
Identify new territories, customer segments, business opportunities and routes to market that can accelerate growth.
Develop channel-specific strategies for the company's wine, spirits, whisky and other assigned brands.
Translate commercial strategy into clear regional, territory and account-level execution plans.
Continuously assess market performance and identify opportunities to improve sales productivity and commercial returns.
Key Account Development & Customer Acquisition:
Identify, acquire and manage strategic on-trade accounts, including hotels, restaurants, bars, nightclubs, lounges and hospitality groups.
Build strong, long-term relationships with owners, general managers, procurement teams, beverage managers and other key decision-makers.
Develop strategic account plans to increase customer retention, purchase frequency, product range, sales volume and account profitability.
Lead negotiations around pricing, commercial terms, promotional agreements, volume commitments and strategic partnerships within approved company guidelines.
Identify opportunities for national and regional hospitality partnerships, corporate accounts and high-value customer relationships.
Monitor customer satisfaction, resolve commercial issues and ensure strong service delivery across strategic accounts.
Brand Visibility & Market Development:
Work closely with the Marketing and Brand Teams to develop and execute tastings, menu placements, bartender engagement, product launches, brand activations and other approved trade initiatives.
Drive product listings, premium placements, menu visibility and brand recommendations across priority establishments.
Identify opportunities for strategic brand partnerships, hospitality events, sponsorships and experiential marketing.
Strengthen brand presence and product visibility within key on-trade locations across Nigeria.
Monitor competitor activities, pricing, promotions, market trends and consumer preferences.
Provide actionable market intelligence and recommend strategies to strengthen competitive positioning and market share.
Sales Team Leadership & Development:
Lead, coach and manage the national On-Trade sales team and field representatives.
Establish clear sales targets, KPIs, territory plans and performance expectations for team members.
Develop a structured approach to territory coverage, account prioritisation and sales productivity.
Conduct regular performance reviews, pipeline reviews, joint customer visits and sales coaching sessions.
Ensure priority accounts and high-potential markets receive appropriate sales coverage and management attention.
Identify capability gaps and implement appropriate coaching, training and development interventions.
Build a high-performance sales culture centred on accountability, customer service, integrity and results.
Support the recruitment and development of high-performing commercial talent as the on-trade business expands.
Distribution & Commercial Execution:
Work closely with distributors, wholesalers and internal sales teams to ensure product availability and effective route-to-market execution.
Monitor stock availability, sales velocity, order fulfilment and distribution gaps across key accounts and territories.
Partner with Finance and Accounts to monitor customer credit exposure, collections, overdue balances and compliance with approved credit terms.
Monitor trade investments, promotional spending, discounts and customer agreements to ensure commercial effectiveness and measurable returns.
Ensure effective coordination between Sales, Marketing, Finance, Operations and Supply Chain to support customer and market requirements.
Ensure compliance with company policies, pricing guidelines, commercial procedures and applicable trade regulations.
Promote responsible and compliant marketing and commercial practices within the alcoholic beverages category.
Reporting, Forecasting & Business Intelligence:
Prepare and present regular reports on national on-trade sales performance, revenue, volume, distribution, customer acquisition and profitability.
Track performance against commercial targets and develop corrective action plans where required.
Maintain an accurate pipeline of prospects, strategic accounts, opportunities and customer development initiatives.
Drive accurate sales forecasting and continuously assess actual performance against forecast.
Provide management with market intelligence, competitor analysis, customer insights and recommendations for business growth.
Ensure consistent and accurate use of the company's approved Sales Force Automation (SFA) or CRM system.
Use sales and market data to identify performance trends, risks and opportunities and support evidence-based commercial decisions.
Requirements
Bachelor's Degree in Business Administration, Marketing, Sales, Hospitality Management or a related discipline.
7–10 years of relevant sales or commercial experience, preferably within wine, spirits, alcoholic beverages, FMCG or hospitality.
At least 3–5 years of experience in a sales leadership, national/regional sales or key account management role.
Proven experience managing hotels, restaurants, bars, clubs, lounges, hospitality groups or other on-trade customers.
Demonstrable track record of achieving revenue, volume, distribution and profitability targets.
Experience leading and developing regional or national sales teams.
Strong understanding of the Nigerian on-trade/on-premise market and route-to-market dynamics.
Strong commercial acumen with excellent negotiation and business development skills.
Proven ability to build and maintain strategic relationships with senior customer and trade stakeholders.
Strong leadership, coaching and performance management capabilities.
Excellent analytical, forecasting and reporting skills.
Proficiency in Microsoft Excel, CRM/SFA platforms and sales reporting tools.
Willingness to travel extensively across Nigeria.
High integrity, accountability, resilience and customer orientation.
We are looking for a builder, not simply a maintainer, someone who can look at where the business is today, identify where it needs to go, and build the strategy, team and execution discipline to get there.
Salary N1,000,000 gross monthly.