General Manager, Morocco & WAF

Permanent

All about the role:

General Manager-Morocco & West Africa| Location: Casablanca, Morocco | Commercial Area, IMEA-VP located in the UAE

As General Manager, you will lead the charge in accelerating both short- and long-term profitable growth across the Moroccan and West African market. This pivotal leadership role is responsible for setting strategic directions, executing sales initiatives across retail, and managing key accounts. You will be leading a high-performing sales team to expand market share across the region.

We're looking for a commercially sharp, channel-savvy leader with deep knowledge of the Moroccan consumer market, who combines strategic thinking with operational excellence and a passion for winning in both general and modern trade spaces.

What you’ll do:

• Lead the business: Drive sustainable, profitable growth in the home appliances market through strong business and people leadership.
• Own the numbers: Define and deliver on financial targets including revenue, volume, and profitability, with full P&L responsibility.
• Set and execute sales strategy: Develop and implement omnichannel sales strategies based on deep consumer and market insights.
• Launch and growth: Lead sales execution for product launches, ensuring strong retail activation and customer engagement.
• Deliver forecasts & plans: Establish annual sales plans, sales targets, and rolling demand plans; analyze trends and align across commercial teams to optimize performance.
• Lead a high-performing team: Build, coach, and inspire a top-tier sales team with a winner mindset.
• Partner with customers: Strengthen relationships with key decision-makers at major accounts to maximize long-term growth and profitability.
• Identify growth opportunities: Spot new business opportunities and collaborate internally to bring them to life.
• Stay ahead of the market: Monitor competitive landscape and evolving consumer trends and adapt strategies accordingly.
• Drive alignment: Work closely with Supply Chain, marketing, finance, and product teams to ensure integrated go-to-market execution.
• Own the sales engine: Define KPIs and manage robust reporting around pipeline, conversions, segmentation, win/loss, and opportunity health.
• Champion collaboration: Share insights and performance data across the organization to enable smart, unified action.

Who You Are

• A strategic sales leader with deep experience in Morocco and preferably in West Africa, markets in the organized Consumer Electronics Market
• Proven ability to lead high-impact teams and deliver results in a fast-paced, consumer-focused environment
• Strong commercial acumen and data-driven decision-making mindset
• Excellent relationship builder with strong stakeholder management skills (internal and external, senior and mid-level)
• Passionate, agile, and persistent in execution with a hands-on leadership style.

At Electrolux, we encourage open communication at all levels and emphasize treating our customers and colleagues with integrity and respect.

Critical Competencies – must-haves:

For you to succeed in this role, you should be:

Energy - You drive and deliver business results in a short/long-term perspective with strong ownership.

Agile - You can quickly understand and assess a market/customer situation and react quickly; You work with urgency, analyzing and adapting to different situations, quickly understanding changes, and responding promptly in the changing Home Appliances Industry or Consumer Market.

Growth mindset - willing to learn and open to new trends, technology, and ideas, leveraging diversity internally

and externally, and drive cross-functional collaboration.

Collaborative - You build networks and trust, good working relationships, and apply your influence to draw support from various stakeholders.

Experience:

• 10+ years of solid experience in product/category/sales management in Home Appliances or related industries.
• Strong sales mindset with people leading experience.
• Strategic and innovative thinking and analytical skills with a strong business acumen.
• Fluent in French, English, and Arabic is a plus.
• Willingness to travel within Morocco and occasionally across the IMEA region

Where you’ll be:
You will be based in the Casablanca Office.