Commercial Lead

 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.

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.
  

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