On-Trade Sales Representative

Job Summary

• This is a field-focused sales role responsible for growing sales and market presence across the on-trade channel, with a strong focus on hotels, restaurants, bars, lounges, clubs and other hospitality establishments.
• The successful candidate will be responsible for acquiring new customers, developing existing accounts, driving product penetration, securing menu and premium product placements, improving product visibility and ensuring consistent sales growth across the assigned territory.

Responsibilities
Sales Growth & Business Development:

• Achieve assigned monthly and quarterly sales targets by volume and value.
• Identify, prospect and onboard new on-trade customers across the assigned territory.
• Develop existing accounts to increase purchase frequency, sales volume and product range.
• Build and maintain a strong sales pipeline to support sustainable revenue growth.
• Identify opportunities for premium product placements, cocktail listings, menu inclusion and brand activations.
• Drive product penetration and increase the number of active on-trade accounts within the territory.

Customer Relationship Management:

• Build and maintain strong relationships with outlet owners, managers, procurement officers, bartenders and other key beverage decision-makers.
• Conduct regular customer visits to understand business needs, identify opportunities and strengthen relationships.
• Negotiate orders, promotions and commercial terms within approved company guidelines.
• Resolve customer complaints promptly and escalate issues where necessary.
• Monitor customer satisfaction and actively encourage repeat purchases and account growth.

Market Development & Brand Visibility:

• Execute approved promotions, tastings, product launches and brand activation activities across assigned outlets.
• Ensure the company's products are properly displayed and maintain strong visibility within customer locations.
• Identify opportunities for menu placements, cocktail listings, premium positioning and other initiatives that can increase product sales.
• Work closely with the Marketing and Brand Team to implement trade promotions and brand-building initiatives.
• Monitor competitor activities, pricing, new product introductions, promotions and market trends.
• Identify opportunities to improve product penetration, market share and brand presence across the territory.

Order Management & Collections:

• Generate customer orders and communicate them promptly to the relevant sales support and distribution teams.
• Follow up on deliveries to ensure customer orders are fulfilled accurately and on time.
• Monitor customer credit limits, outstanding balances and payment commitments.
• Support customer collections in line with the company's approved credit policy.
• Ensure that all commercial commitments remain within approved pricing, discount and credit guidelines.

Reporting & Sales Administration:

• Maintain accurate customer records, outlet information, sales pipelines and customer visit reports.
• Submit daily sales activity reports and other reports as required.
• Ensure all customer visits, orders and sales activities are accurately recorded in the approved Sales Force Automation (SFA) system.
• Track sales performance against assigned targets and develop action plans to close performance gaps.
• Provide timely feedback on customer needs, market opportunities, competitor activities and product performance.

Requirements

• B.Sc. or HND in Business Administration, Marketing, Sales, Hospitality Management or a related discipline.
• 2–4 years of relevant sales or business development experience, preferably within wine, spirits, alcoholic beverages, FMCG or hospitality.
• Existing relationships within the hotel, restaurant, bar, lounge and nightclub segments will be an advantage.
• Proven ability to acquire new customers, develop existing accounts and consistently deliver against sales targets.
• Strong knowledge of the Owerri market and understanding of the local on-trade/hospitality ecosystem will be an advantage.
• Strong selling, negotiation and customer relationship management skills.
• Good understanding of wine, spirits and beverage distribution will be an advantage.
• Excellent communication, presentation and interpersonal skills.
• Strong commercial awareness and ability to identify and convert sales opportunities.
• Good numerical, reporting and analytical skills.
• Proficiency in Microsoft Excel and sales reporting applications.
• Ability to work independently, travel extensively within the assigned territory and deliver results under pressure.
• High levels of integrity, accountability and customer service orientation.
• We are looking for someone who is commercially driven, energetic and relationship-oriented, with a strong understanding of how the on-trade market works.
• The ideal candidate understands that success in this role goes beyond taking orders. It requires opening new accounts, building trusted relationships with hospitality operators, securing product placements, improving visibility, driving repeat purchases and consistently converting market opportunities into sales.

Salary
N500,000 gross monthly. 

Application Closing Date
7th November, 2026. 

How to Apply
Interested and qualified candidiates should:

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