GBfoods Africa - Our history begins with our brand, Gallina Blanca, founded in Barcelona in 1937. But this is only the beginning of a long and exciting journey.
Today, with turnover of around €1,3 Billion and a staff of around 3,600 employees, GBfoods is present in more than 50 countries in Europe and Africa. They include Spain, Italy, Germany, France, Belgium, the Netherlands, Sweden, Finland, Nigeria, Ghana, Algeria and Senegal, among others.
We are recruiting to fill the position below:
Job Title: Sales Capability Manager
Location: Nigeria
Department: BU Nigeria
Contract: Permanent
Job Responsibilities
Strategic Capability Leadership:
- Own and drive the end-to-end Sales Capability strategy, aligned to the company's commercial growth targets and route-to-market model.
- Present capability strategy, budget, and ROI to Commercial Leadership and Executive Committee.
- Own the annual Sales Capability budget, including training vendor contracts, tools, and incentive program spend.
- Design competency frameworks and career progression pathways for all sales roles benchmarked against best-in-class FMCG/food manufacturing practice.
Capability Building & Training:
- Partner with HR/L&D to certify sales staff and integrate capability standards into performance management and promotion criteria.
- Build and lead a team of internal sales trainers/coaches; set their objectives and develop their capability.
- Design and oversee onboarding academies for new sales hires to reduce time-to-productivity.
- Design and deliver advanced training curricula: consultative/solution selling, negotiation, category management, distributor management, and RTM execution.
Field Coaching & Performance:
- Build the capability of Sales Managers/Supervisors as front-line coaches, holding them accountable for team development.
- Establish a structured field coaching cadence (GROW model or similar) and audit its execution across regions.
- Own sales productivity KPIs (volume/value per rep, outlet coverage, perfect store execution, distribution) and drive corrective interventions.
Sales Tools, Process & RTM Design:
- Partner with Trade Marketing/Category teams on capability requirements for NPD launches, promotions, and seasonal campaigns.
- Lead the deployment, adoption, and optimization of SFA/CRM platforms; own data quality and usage governance.
- Own the design and continuous improvement of sales playbooks, journey plans, call cycles, and merchandising/execution standards.
- Design incentive schemes, sales contests, and recognition programs that drive target behaviours, in partnership with Finance and HR.
Distributor & Trade Capability:
- Lead capability-building programs for distributor sales teams, merchandisers, and third-party trade partners.
- Design distributor scorecards and capability audits as part of the broader RTM excellence agenda.
Data, Insight & Continuous Improvement:
- Use sales performance and CRM data to diagnose capability gaps by region/territory/role and prioritise interventions.
- Benchmark capability practices against competitors and global FMCG standards; bring in external best practice.
- Build dashboards and report that link capability investment to business outcomes (growth, market share, productivity, retention).
Requirements
- Strong people leadership — able to build, manage, and develop a capability/training team.
- Strategic thinking with the ability to translate commercial strategy into capability and execution plans.
- Data analysis skills — able to interpret sales/distribution data (sell-in/sell-out, numeric/weighted distribution, share of shelf) to diagnose capability gaps.
- Proven track record designing and scaling sales capability programs across a multi-region sales force.
- Prior management experience leading trainers/coaches or a sales team.
- Comfortable using PowerPoint/Google Slides for board-level reporting and facilitation materials.
- Proficiency in SFA/CRM platforms (e.g., Salesforce, SAP, LEAFIO, or similar RTM/DMS platforms) configuration, reporting, and adoption management.
- Advanced Excel (pivot tables, formulas, data modelling) and Power BI or similar BI tools for building performance dashboards.
- Instructional design skills — able to build training curricula and materials using frameworks such as ADDIE or 70-20-10.
- Excellent stakeholder management across Sales, Trade Marketing, HR, Finance, and Distributors.
- 10–14+ years' progressive experience in Sales, Trade Marketing, or Sales Capability/L&D roles within FMCG or food manufacturing, including senior field sales leadership (e.g., Regional Sales Manager or above).
- Strong facilitation, coaching, and executive presentation skills.
- Deep familiarity with Nigerian RTM structures — distributors, wholesalers, open markets, modern trade, and informal trade.
- Familiarity with incentive/commission scheme design and modelling.
- Working knowledge of Learning Management Systems (LMS) for tracking certification and training completion.
- High level of self-motivation, resilience, and willingness to travel extensively.
