On Trade-Sales Representative (Lagos)

About this role

The role is for an On Trade-Sales Representative based in Lagos, focusing on selling to and expanding presence in hotels, restaurants, bars and other hospitality venues. It targets someone who can acquire new customers, grow existing accounts and secure product placements to boost sales in the on-trade channel. The employer operates in the alcoholic beverages sector and seeks a commercially driven, relationship‑oriented candidate who understands how the on-trade market works. The position is full-time, field-based, and reports to the Zonal Manager. The company emphasises building relationships, increasing product visibility and driving consistent sales growth across the territory.

What you would do

• Identify and onboard new on-trade customers in the assigned territory.
• Develop and grow existing accounts to increase purchase frequency and sales volume.
• Build and maintain a sales pipeline to sustain revenue growth.
• Identify opportunities for premium product placements, menu inclusions and brand activations.
• Drive product penetration and expand active on-trade accounts.
• Visit outlets to understand business needs and strengthen relationships.
• Negotiate orders, promotions and terms within company guidelines.
• Resolve customer complaints and monitor satisfaction.
• Execute promotions, tastings, launches and brand activations in outlets.
• Maintain accurate records of customers, sales activities and visits, and use the SFA system.

What they are asking for

• BSc or HND in Business Administration, Marketing, Sales, Hospitality Management or related field.
• 2–4 years of relevant sales or business development experience in wine, spirits, FMCG or hospitality.
• Existing relationships within hotel, restaurant, bar, lounge and nightclub segments are an advantage.
• Proven ability to acquire new customers and grow existing accounts; meet sales targets.
• Strong knowledge of Lagos market and on-trade hospitality ecosystem preferred.
• Strong selling, negotiation and relationship management skills.
• Good understanding of wine, spirits and beverage distribution is an advantage.
• Excellent communication, presentation and interpersonal skills.
• Strong commercial awareness and ability to identify and convert opportunities.
• Proficiency in Microsoft Excel and sales reporting tools; ability to work independently and travel within the territory.

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