About the Role
Sonia Foods Industries, headquartered in Ibafo, is Nigeria's leading tomato paste manufacturer and a recognized market leader in FMCG production. We manufacture an extensive range of products including Sonia Tomato Paste, Seasoning Cubes, baking powder, margarine, yeast, dough improver, preservatives, Vitasoy Milk Drink, and Vitamax Cereal Drink. As we expand our Shagamu production facility to meet growing demand, we are seeking a dynamic Area Sales Manager to lead our trade marketing initiatives.
In this strategic role, you will develop and execute comprehensive trade marketing strategies that translate brand priorities into powerful market execution, driving distribution, visibility, and sales performance across all channels.
Key Responsibilities- Develop annual and quarterly trade marketing plans aligned with commercial objectives across channels, regions, and product lines
- Build channel-specific strategies for General Trade, Modern Trade, wholesale, open markets, and emerging channels
- Own trade promotions, retailer programs, merchandising standards, and visibility initiatives with measurable business impact
- Partner with Sales teams to identify opportunities, resolve execution gaps, and develop joint channel strategies
- Lead BTL activations, market campaigns, sampling programs, roadshows, and retailer engagement initiatives
- Monitor competitor activities, pricing dynamics, and market trends; convert insights into actionable recommendations
- Manage trade marketing budgets and evaluate ROI of promotional investments and trade initiatives
- Track KPIs through dashboards and performance reviews; drive continuous improvement in execution quality
- Lead and develop the trade marketing team while managing agency and vendor relationships
- 7–10 years of progressive experience in FMCG Trade Marketing, Shopper Marketing, or Channel Marketing
- Deep understanding of the Nigerian FMCG market, general trade routes, and distribution channels
- Proven expertise in trade promotions, merchandising, BTL activations, and trade investment management
- Strong commercial acumen with excellent data analysis and market insight capabilities
- Demonstrated success working cross-functionally with Sales and field execution teams
- Exceptional stakeholder management, negotiation, and project management skills
- Hands-on, execution-oriented mindset with comfort spending time in the market
- Advanced proficiency in Excel and PowerPoint; MBA or advanced business qualification preferred