National Sales Manager (NSM)

Job Description: National Sales Manager (Expat Role)

Location: Lagos, Nigeria (with extensive nationwide travel)

Industry: Rice Milling / Food Production

Level: Senior Manager – National Sales Lead

About the Client 

Our Client is a rapidly expanding rice processing and distribution company committed to delivering high‑quality rice products to consumers across Nigeria. With a strong focus on operational excellence, product consistency, and market penetration, the company is scaling its distribution footprint across the Southwest, Southeast, and Northwest regions. As the company strengthens its national presence, it seeks a commercially astute National Sales Manager who understands the cultural nuances of rice consumption across Nigeria and can drive aggressive revenue growth, market share expansion, and product availability nationwide.

Role Overview
The National Sales Manager (NSM) will lead the nationwide sales strategy, execution, and performance for Dobi Rice Mill. This role requires a seasoned commercial leader with deep experience in the rice industry or food production sector, strong knowledge of regional rice preferences, and a proven track record of building high‑performing sales teams. The NSM will drive revenue growth, expand market penetration, strengthen distribution networks, and ensure product visibility across key regions.
This is an expat role requiring a leader who is comfortable traveling across Nigeria on short notice and managing diverse sales environments.

Why This Role Matters
This role is central to Dobi Rice Mill's national expansion strategy. The NSM will:
Drive nationwide revenue growth and profitability
Strengthen product penetration in culturally diverse rice markets
Build and lead a high‑performing sales organization
Expand distribution networks across retail, wholesale, and open markets
Ensure consistent product availability and visibility across Nigeria
Shape the company's commercial strategy and competitive positioning
The success of this role directly impacts market share, brand dominance, and long‑term sustainability.

Key Responsibilities
1. National Sales Strategy & Execution
Develop and execute a nationwide sales strategy aligned with business goals.
Lead market penetration efforts across Southwest, Southeast, and Northwest regions.
Drive aggressive revenue growth and expand product availability nationwide.
2. Market Expansion & Regional Insights
Leverage deep knowledge of regional rice brands, cultural preferences, and consumption patterns.
Identify new markets, distribution opportunities, and competitive gaps.
Tailor regional sales strategies to maximize adoption and market share.

3. Distribution & Channel Management
Strengthen relationships with distributors, wholesalers, retailers, and open‑market leaders.
Expand distribution networks to ensure product availability in urban and rural markets.
Monitor channel performance and enforce pricing, visibility, and stock compliance.
4. Sales Team Leadership
Build, train, and manage a high‑performing national sales team.
Set clear KPIs, monitor performance, and drive accountability.
Conduct field coaching, performance reviews, and capability‑building programs.

5. Product Availability & Visibility
Ensure consistent stock levels across all regions.
Work with supply chain and operations to align production with market demand.
Drive merchandising, branding, and in‑market activation initiatives.
6. Market Intelligence & Reporting
Track competitor activities, pricing trends, and consumer behavior.
Provide weekly and monthly sales reports, forecasts, and insights to leadership.
Recommend strategic adjustments based on market realities.
7. Cross‑Functional Collaboration
Work closely with marketing, operations, logistics, and finance teams.
Provide market feedback to support product development and quality improvements.

Who Will Thrive in This Role
This role is ideal for someone who:
Has deep experience in the rice industry or food production sector
Understands Nigeria's regional rice cultures, preferences, and brand dynamics
Has successfully led nationwide sales operations
Thrives in fast‑paced, high‑growth environments
Is both strategic and execution‑driven
Enjoys building teams and developing people
Is comfortable with extensive travel and field‑based leadership
Is commercially sharp, data‑driven, and highly competitive

Skills & Qualifications
Bachelor's degree in Business, Marketing, Agriculture, or related field
7–12 years of sales experience, with at least 3 years in a national or regional leadership role
Experience in rice milling, FMCG food production, or grain distribution
Strong understanding of Nigeria's rice market and regional consumption patterns
Proven track record of driving revenue growth and market expansion
Strong negotiation, communication, and leadership skills
Ability to manage large teams and complex distribution networks
Willingness to travel extensively across Nigeria on short notice

Success Evaluation Metrics
Success in this role will be measured by:
Revenue Growth: Achievement of national sales targets
Market Penetration: Increased product presence in key regions
Distribution Expansion: Number and quality of new distributors and retail partners onboarded
Product Availability: Consistent stock levels and reduced out‑of‑stock incidents
Team Performance: Productivity, capability, and retention of the sales team
Market Share Growth: Increased dominance in target regions
Execution Excellence: Delivery of sales plans, activations, and strategic initiatives

A Compelling Opportunity
This is a high‑impact leadership role for an experienced commercial professional who wants to shape the national footprint of a growing rice mill brand. The NSM will influence strategy, build a powerful sales engine, and drive nationwide market dominance.