About The Role & Our Client
On behalf of our client,
one of Ethiopia's Beer companies
, we are seeking an experienced
Sales Capability Manager
to lead the development of a high-performing sales organization through capability building, coaching, and sales excellence initiatives.
Our client is a well-established market leader with an extensive nationwide distribution network and a strong portfolio of consumer products. As part of its continued growth strategy, the company is investing in strengthening its sales capability, optimizing route-to-market execution, and developing future-ready sales teams to drive sustainable business performance.
The successful candidate will lead the design and implementation of sales capability programs, strengthen distributor and sales team effectiveness, improve route-to-market execution, and partner closely with sales leadership to enhance commercial performance across multiple regions.
Key Responsibilities
Sales Capability & Performance Development
Develop and implement the organization's sales capability strategy.
Design and deliver sales training programs, coaching initiatives, and capability development frameworks.
Conduct regular training needs assessments and implement targeted learning solutions.
Develop sales manuals, training content, and capability assessment tools.
Coach Sales Managers, Area Sales Managers, and field sales teams to improve performance.
Monitor capability initiatives and provide performance insights to senior management.
Route-to-Market (RTM) Excellence
Support Area Sales Managers and distributors in optimizing route planning and execution.
Drive consistent implementation of the organization's Route-to-Market strategy.
Partner with commercial teams to improve sales execution and distribution effectiveness.
Strengthen distributor capabilities and operational performance.
Sales Excellence & Ways of Working
Establish standardized sales processes and best practices across all sales regions.
Promote performance management, coaching, and knowledge sharing across the sales organization.
Drive consistency in sales execution, reporting, and operational discipline.
Market Development
Support market expansion initiatives, including opportunities in regional and international markets.
Conduct market assessments and contribute to new product development initiatives.
Qualifications & Experience
Bachelor's or Master's degree in Marketing, Business Administration, Management, or a related field.
Minimum 7 years of progressive experience in FMCG sales, sales capability, commercial excellence, route-to-market, distribution, or sales operations.
Proven experience designing and delivering sales capability or coaching programs.
Strong understanding of distributor management and Route-to-Market strategies.
Experience working across multiple sales regions is highly desirable.
Required Skills
Sales Capability Development
Sales Coaching & Mentoring
Route-to-Market (RTM) Strategy
Distributor Development
Commercial Excellence
Performance Management
Training Design & Facilitation
Sales Operations
Data Analysis & Reporting
Stakeholder Management
Excellent presentation, communication, and facilitation skills.
Fluent in written and spoken English.
Willingness to travel extensively across Ethiopia.
Why Join This Opportunity?
This is an outstanding opportunity to influence the long-term commercial success of one of Ethiopia's leading FMCG organizations by developing high-performing sales teams, strengthening commercial capability, and shaping the future of sales excellence across the business.
If you're passionate about coaching, capability building, commercial strategy, and developing winning sales organizations, we'd love to hear from you.