Area Sales Manager Africa

We are an independent family business, fiercely proud of our farming heritage, our products, and our services. We are innovative, agile, and responsive, which helps us make fast decisions and deliver superior performance. We are ambitious for the future, dedicated to our customers, and committed to making a difference in the world.

We are looking for an:

Area Sales Manager Africa
Full-time / Based in Dubai

Farm Frites is continually working to expand its global position in the food service market. To help realize our growth ambitions, we are looking for an experienced and motivated Area Sales Manager Africa.

Your Role
In this role, you will focus on expanding our brand position and market share, primarily in the Food Service segment. You will be responsible for the Business Plans of the African region, including Sales & Account Plans, and their execution. Developing strong distributor partnerships and building relationships with key end-user accounts will be essential for achieving your goals.

Establishing a strong market reputation and fostering valued customer relationships will be critical to your success. You will draft proposals, lead negotiations, and close deals while ensuring smooth operational transactions (order to cash) and providing excellent after-sales service. You will gather market and customer insights and collaborate closely with Trade Marketing, Commercial Finance, Demand Planning, and Customer Service to achieve your objectives.

Key Responsibilities
As Area Sales Manager, your key responsibilities will include:

• Developing & executing the Sales Plan (horizon 1–3 years) and achieving the KPIs set, aligned with the Corporate Strategic Strategy.
• Monitoring (local) market trends, competition, and sales channels, translating opportunities into actionable sales initiatives.
• Ensuring sufficient Distribution Coverage with clear Distributor Plans that are boldly executed, regularly reviewed, and adjusted if required.
• Building strong relationships with Key End-user Chain Accounts and achieving a preferred supplier position over time.
• Ensuring an accurate Sales Forecast with the help of Demand Management while guaranteeing a smooth order-to-cash process with support from the Customer Service Department.
• Collaborating closely with Trade Marketing to define and implement country-specific and channel strategies, focusing on branded portfolio concepts and transitioning from transactional to value-based selling.

Your Team
You will be part of our APMEA (Asia, Pacific, Middle East & Africa) Sales Team and will report to the Commercial Director APMEA (based in Thailand). Together with your colleagues, you will work in a welcoming, dynamic, and international environment.

What You Bring

• A bachelor’s or university degree in international business, commerce, marketing, or business administration.
• 6–10 years of (international) sales experience, preferably in FMCG or the Food Service industry.
• Experience in the agricultural or food processing sector is an advantage. A network within frozen food distribution in Africa and/or key chain end-user accounts in the OOH/Food Service industry is highly desirable.
• Strong knowledge of wholesale, trade, channel marketing, and key account management within the African region. Experience with Salesforce (CRM) is a plus.
• Proficiency in English; knowledge of French or other African regional languages is a strong advantage.
• Excellent financial and business acumen.
• An entrepreneurial mindset with a proactive and adaptable approach to market challenges.
• Willingness to travel regularly across Africa and occasionally intercontinental.

Who You Are
You thrive in a team environment and identify with the following:

• You are a hands-on leader who keeps the customer at the center of everything you do.
• You possess a no-nonsense, results-oriented mindset and make decisions with sound judgment.
• You are deeply committed to and feel responsible for the company’s growth in the region.
• You collaborate effectively with colleagues, valuing open and direct communication.
• You are adaptable, creative, and ready to seize new opportunities, even when plans evolve.
• You constantly seek ways to improve, driven by a passion for excellence in a highly competitive environment.
• You are proud of your expertise, enthusiastic about your work, and passionate about making a difference.

What We Offer
We are a global leader in the potato processing industry, proudly family-owned and headquartered in the Netherlands, with sales offices worldwide. Our rapid growth offers a dynamic, exciting, and rewarding workplace. We empower our employees to develop their unique talents, grow their skills, and achieve personal and professional goals. Join us to shape our growth and play a pivotal role in our journey across Africa.

Are you ready to lead in one of the most dynamic markets in the world?
Join us and contribute to a company where your impact truly matters! Respond to this vacancy by applying online and uploading your CV and motivation letter. For more information, feel free to contact our recruitment team: recruitment@farmfrites.com.