Role Purpose

The ideal candidate for the Commercial Lead is a member of the Senior Leadership Team responsible for driving revenue growth, market development and brand visibility.

The role leads the day-to-day commercial operation by translating company targets into regional, individual, product and monthly plans; managing sales, stock, credit and collections; forecasting demand; and leading the commercial team.

The role also supports market strategy, branding, customer experience and institutional partnerships.

A strong understanding of the Company’s value proposition and its impact on farmer livelihoods is central to the role.

Job Description.

A. Sales and Commercial Operations

Sales Targets and Performance

• Break company revenue and volume targets down by region, person, product and month.
• Issue sales targets before the start of each season.
• Review performance weekly and monthly.
• Investigate shortfalls and ensure corrective actions are implemented.
• Prepare sales plans and manage commercial OPEX and CAPEX within approved budgets.

Demand Forecasting

• Prepare monthly forecasts by region, product and month with Production and Operations.
• Compare forecast against actual sales.
• Improve forecast accuracy and use the results to guide stock planning and placement.

Inventory and Store Control

• Ensure adequate stock availability across stores and dealers.
• Approve and monitor stock transfers with proper documentation.
• Monitor ageing and slow-moving seed and take corrective action.
• Manage returns in accordance with company policy.
• Schedule stock counts and investigate discrepancies.
• Supervise the nine Storekeepers.

Credit and Collections

• Enforce approved credit terms and limits.
• Ensure no sales are made beyond approved limits without documented approval.
• Review overdue balances weekly and assign collection actions.
• Escalate persistent arrears.
• Ensure all customer payments are made through official company channels.

Team and Field Performance

• Set individual objectives for direct reports.
• Coach and monitor team performance.
• Conduct documented performance reviews at least quarterly.
• Measure the commercial results generated by Field Technicians.
• Redirect field activities towards activities that generate qualified leads and sales.

Strategic Commercial Leadership

• Develop and implement the commercial strategy.
• Provide the Country Lead with market intelligence, forecasts and competitor information.
• Identify opportunities for revenue and market expansion.

Sales Network and Distribution

• Strengthen and expand the agro-dealer, distributor and retail network.
• Use sales data to improve market penetration and territory coverage.

Branding and Marketing

• Develop and implement integrated marketing campaigns.
• Maintain consistent brand presentation across all channels.
• Use digital, traditional and field-based marketing effectively.
• Drive farmer awareness through demonstrations and field days.

Customer Experience

• Oversee the customer experience framework.
• Monitor the farmer helpline and customer complaints.
• Ensure timely warranty and after-sales support.
• Track customer satisfaction and recurring issues.

Institutional Partnerships

• Develop relationships with:
  • Government agencies
  • Development agencies
  • NGOs
  • Off-takers
  • Other strategic institutions
• Represent the Company on relevant sector platforms.

Requirements

Qualifications

• Bachelor’s degree in Business Administration, Marketing, Agribusiness or a related field.
• Master’s degree is an advantage.
• At least 10 years’ commercial experience, including 5 years at senior leadership level.
• Proven experience in sales growth, market expansion and brand development.
• Experience in agribusiness, FMCG or a related sector.
• Experience managing:
  • Sales targets
  • Inventory and warehouses
  • Demand forecasting
  • Credit and collections
  • Dispersed field teams
• Experience negotiating institutional partnerships

Core Competencies

• Sales operations and target management
• Inventory and supply control
• Demand forecasting
• Credit control and collections
• Team leadership and coaching
• Commercial strategy
• Marketing and brand management
• Customer relationship management
• Institutional partnerships
• Data-driven decision-making
• Negotiation and influencing skills

• Break company revenue and volume targets down by region, person, product and month.
• Issue sales targets before the start of each season.
• Review performance weekly and monthly.
• Investigate shortfalls and ensure corrective actions are implemented.
• Prepare sales plans and manage commercial OPEX and CAPEX within approved budgets.
• Prepare monthly forecasts by region, product and month with Production and Operations.
• Compare forecast against actual sales.
• Improve forecast accuracy and use the results to guide stock planning and placement.
• Ensure adequate stock availability across stores and dealers.
• Approve and monitor stock transfers with proper documentation.
• Monitor ageing and slow-moving seed and take corrective action.
• Manage returns in accordance with company policy.
• Schedule stock counts and investigate discrepancies.
• Supervise the nine Storekeepers.
• Enforce approved credit terms and limits.
• Ensure no sales are made beyond approved limits without documented approval.
• Review overdue balances weekly and assign collection actions.
• Escalate persistent arrears.
• Ensure all customer payments are made through official company channels.
• Set individual objectives for direct reports.
• Coach and monitor team performance.
• Conduct documented performance reviews at least quarterly.
• Measure the commercial results generated by Field Technicians.
• Redirect field activities towards activities that generate qualified leads and sales.
• Develop and implement the commercial strategy.
• Provide the Country Lead with market intelligence, forecasts and competitor information.
• Identify opportunities for revenue and market expansion.
• Strengthen and expand the agro-dealer, distributor and retail network.
• Use sales data to improve market penetration and territory coverage.
• Develop and implement integrated marketing campaigns.
• Maintain consistent brand presentation across all channels.
• Use digital, traditional and field-based marketing effectively.
• Drive farmer awareness through demonstrations and field days.
• Oversee the customer experience framework.
• Monitor the farmer helpline and customer complaints.
• Ensure timely warranty and after-sales support.
• Track customer satisfaction and recurring issues.
• Develop relationships with Government agencies, Development agencies, NGOs, Off-takers, and Other strategic institutions.
• Represent the Company on relevant sector platforms.

• Sales operations and target management
• Inventory and supply control
• Demand forecasting
• Credit control and collections
• Team leadership and coaching
• Commercial strategy
• Marketing and brand management
• Customer relationship management
• Institutional partnerships
• Data-driven decision-making
• Negotiation and influencing skills

• Bachelor’s degree in Business Administration, Marketing, Agribusiness or a related field.
• Master’s degree is an advantage.
• At least 10 years’ commercial experience, including 5 years at senior leadership level.
• Proven experience in sales growth, market expansion and brand development.
• Experience in agribusiness, FMCG or a related sector.
• Experience managing sales targets, inventory and warehouses, demand forecasting, credit and collections, dispersed field teams.
• Experience negotiating institutional partnerships.