Chijioke Ebirinwa
Aba,Abia State
Summary
Energetic employee well-versed in strong communication and organisation skills. Seeks solutions to problems and applies extensive analytical knowledge to findings. Adept at multi-tasking, leading group discussions and managing projects.
Overview
21
21
years of professional experience
2025
2025
years of post-secondary education
1
1
Certification
Work history
Head, School of Commercial Capability & DSM
Frutta Juice and Services Ltd
Lagos, Nigeria
2025.12 - Current
- Deliver F26 13.6B Naira budget as Head of Sales using 4 RSMs, 2KAMs, 15ASMs, 8 WHSMrgs, 67 Sales Reps and 11-KA Executives.
- Lead the ongoing redesign of Frutta Juice Route to Market and Consumer Structure.
- Designed and delivered Trainings for all levels of Sales and Operations Personnel at Frutta. These Trainings Covered the Sales Reps, ASMs, KAMs, KA Execs, WHSMgrs, Route to Market Mgrs and DSMs.
- Developed Training Models for the Onboarding of New Sales Persons into the Frutta Juice Family.
- Responsible for Trainings and strategies to improve debt recovery and drive a debt free business for Frutta Juice and Services Ltd.
- Responsible for the Delivery of all Sales KPIs as Head of Sales for my Team. These KPIs are Revenue, Volume, Retention, Recovery and Coaching/Accompaniment numbers.
- Used critical thinking to break down problems, evaluate solutions and make decisions.
- Delivered exceptional customer service by proactively listening to concerns and answering questions.
- Development of Strategies to Deliver the Budget of South East & South South and the Training Needs of all Sales Persons Pan Nigeria.
Divisional Sales & Growth Manager
Frutta Juice and Services Ltd
South East/South South (11 States)
2024.09 - 2025.12
- Deliver F26 13.6B Naira budget as Head of Sales using 4 RSMs, 2KAMs, 15ASMs, 8 WHSMrgs, 67 Sales Reps and 11-KA Executives.
- Develop and implement sales and marketing strategies using approved budgets to achieve revenue targets.
- Meet regularly with sales personnel to review sales activity funnel (CRM tool), customer retention and relationship activities.
- Collaborate with business unit leadership to develop and implement pricing strategy to meet Company objectives.
- Monitor and analyze sales and marketing performance to identify areas for improvement
- Build strong relationships with key customers and stakeholders.
- Monitor and analyze competitor activities and trends to ensure competitive advantage.
- Develop sales forecast and maintain accountability for sales goal achievement, including but not limited to respective key metrics and/or budget achievement.
- Lead, motivate and mentor sales and marketing teams.
- Identify and evaluate new markets and opportunities, and develop plans to capture them.
- Direct a staff of sales and administrative personnel, including responsibility for hiring, training and performance coaching, and management; complete weekly “ride along” with sales personnel to provide training and coaching.
- Assist with new customer solicitation, bid preparation, and customer retention strategies.
- Maintain awareness of market behavior and competitive trends in designated market to anticipate changing customer needs; proactively manage customer base.
General Manager Sales & Operations (Ag)
Seven-up Bottling Company Ltd
2024.05 - 2024.08
- Managed budget implementations, employee reviews, training, schedules, and contract negotiations.
- Managed a diverse team of professionals, fostering a positive work environment and high employee satisfaction.
- Developed and implemented strategies to increase sales and profitability.
- Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty.
- Monitored financial performance, set budgets and controlled expenses to provide financial stability and long-term organizational growth.
- Managed budget development, forecasting, and financial reporting processes to track progress towards organizational objectives accurately.
- Implemented operational strategies and effectively built customer and employee loyalty.
- Increased overall company efficiency by streamlining operations and implementing innovative managerial strategies.
Divisional Sales Manager
Seven-up Bottling Company Ltd
Aba
2019.04 - 2024.05
- Strategically and Profitably Lead and Manage a $20million business through a team of five (5) Regional Sales Managers, 4 Key Account Officers & 2 Key Account Mgrs, 20 Trade Development/Area Sales Managers, (56) Trade Development Executives/Officers and (123) Distributor Customer Sales Representatives.
- Lead the Divisional and Plant Business to Business Sales Deals with Partner Company's like Mobil, Agip, Shell, Government Houses etc
- Developing and implementing Sales and Operations Strategy across Channels.
- Identifying and Setting Sales Goals.
- Own the YoY profitable business growth, new innovations development (NPD) and market share growth in the East & South.
- Accountable for formulating and implementing the sales growth strategies for SBC in South-East & South-South through delivering and exceeding the agreed sales and profit objectives, going above and beyond performances
- Co-ordinate the activities of the sales and Distribution function to effectively execute sales strategies that will maximize sales volume, drive targeted profitable growth and professionally develop the sales staff through training/coaching
- Collaborate with all Business unit leadership to develop, implement and achieve SBC objectives
- Maintain an awareness of market behavior and competitive trends in the market to anticipate changing customer needs; proactively manage customer base and provide excellent consumer/customer experiences
- Facilitate and enhance effective/efficient end to end business operational process from planning, production, distribution and sales with profitable sales mix
- Created and executed strategic sales plan, expanding customer base and extending global reach
- People development and growth
- Engaged customers to confirm and clarify value and adapt strategy, optimizing ROI
- Leveraged data and insights to support recommendations or overcome customer objections
- Advised dealers and distributors on policies and operating procedures to ensure functional effectiveness of business
- Regarded equipment needs and advised customers on types of equipment to purchase.
Senior Area Sales Manager/ Training & Capability Lead (East/South)
Guinness Nigeria Plc (A Diageo Company)
Rivers/Bayelsa/Abia/Akwa-Ibom/Calabar
2015.02 - 2019.03
- Management of Field Sales Force & Key Account Team Overhead Budget and effective use of all Sales and marketing spend across all channels.
- Driving GNPLC business growth across the Spirits (Mainstream and Premium brands) and Lager business.
- Influencing, Inspiring, and driving performance across Distributors, Modern Trade and Associates embodying Diageo Leadership Capability Management of Distributors, Commercial Planning, Sales Drivers and Trade Strategy.
- Achievement of Brilliant Execution with Customers through leading Field Sales team to Achieve Profitable Market/Volume share target for the Sales Area Manage all retail Distribution Scheme in the Area.
- Coaching and Training of Territory Activation and Business Development Managers to ensure effective delivery.
- Ensure maximum use and application of all Systems-SFA, DMS etc to deliver on business objectives Deliver excellent result from the flawless execution of Customer Marketing & Marketing Promotional Activity in the Sales Area.
- Leading in all trainings across all Sales Area in East Division as Capability and Talent Head
- Expanded market share by 4% by increasing sales to retailers and distributors and recruiting new Outlets Built lasting relationships with clients through outstanding customer service interactions.
- Tracked weekly sales to develop senior leadership reports for action planning.
- Created, implemented, and conducted employee onboarding and training program Trained in negotiations and time management Managed #4.4B sales portfolio from Trade Partners.
- Conducted orientation sessions and organized on-the-job training for new hires.
- Evaluated success of training programs and recommended improvements to upper management to enhance effectiveness Led daily, weekly, and monthly coaching, counseling and feedback sessions.
- Managed all exempt employee coaching, training, and performance improvement actions
- Communicated all learning and performance objectives, schedules, and training assessments to upper management Analyzed effectiveness of training programs at all levels.
Area Sales Manager, Distributor/Modern Trade & Project Alchemy Lead
Consolidated/Nigerian Breweries Plc
Abia/Rivers/Bayelsa
2011.11 - 2015.01
- Drove competitive standards to develop market-leading services in the Open and Modern Trade Channels.
- Increased profitability by developing pipelines using multiple marketing channels and sales strategies.
- Led the Pilot of the Coverage and Volume Expansion Scheme for NBPLC Pan Nigeria and the success of this project led to the growth of our Coverage by +98%, Volume at +43% and market share by +7ppt for Port Harcourt Business Unit.
- Oversaw sales operations in Osun/Ekiti/Ondo and Rivers/Bayelsa geographical Sales Areas
- Secured sales targets by building successful sales teams, preparing yearly sales and marketing budgets and implementing strategic action plans.
- Boosted revenue from 3.7B to 7.6B annually with our innovations like Star Radler and 33 Export Portfolios
- Aided senior leadership during executive decision-making process, generating data reports and analysis to improve operational efficiencies.
- Forecasted product sales and achieved quarterly and annual sales objectives.
- Coached sales associates in product specifications, sales incentives and selling techniques, significantly increasing customer satisfaction ratings.
- Evaluated resource utilization to identify opportunities for optimization.
- Multiplied earnings through sales goal achievement, customer service improvements and commitment to team objectives.
Trade Marketing Representative/Team Lead
International Breweries Plc-Member-Ab Inbev Group
Abia/Imo/Anambra States
2008.06 - 2011.10
- Delivery of Monthly, Quarterly and Annual budgets across KPIs which lead to my emergence as best TMR Pan Nigeria in 2011.
- Grew Territory performance by 419% upon launch of Redds and Eagle Lager in Imo Territory.
- Monitored and supported progress of plant production orders by managing Distributor Inventory and loading functions at several facilities so as to reduce our DTAT at the barest minimum.
- Maximized performance by monitoring daily activities and mentoring team members.
- Maximized productivity by keeping detailed records of daily progress and identifying and rectifying areas for improvement.
- Applied performance data to evaluate and improve operations, target current business conditions, and forecast needs.
- Reviewed performance data to monitor and measure productivity, goal progress and activity levels.
Medical Sales Representative-(MSR)-East
Phillips (Lupin) Pharmaceuticals LTD
2005.10 - 2008.05
- Establishment of Asthma camps in clinics/Hospitals for our Asthmatic range of products
- Detailed all our ethical products to all Health Practitioners Partnered with Pharmaceutical departments in all Hospitals to ensure they always dispense our brands over competition
- Executed all areas promotional activities excellently and achieved an increase of 12% of our products demand after each exercise.
- Redistributed our brands to all Patent medicine dealers, Pharmacies and Hospitals in my trade.
- Won the 2008 award as the national Best PSR and was rewarded with a cheque of #450,000.00.
- Increase product awareness, promote brands and deliver territories Volume and Cash targets
- Recruitment of new Customers and expanding our Distribution footprints in my territory.
- Managing clinical data, making presentations and monitoring competitor activity Building and sustaining positive working relationships towards creating a repeat business with clients.
- Maintained positive, productive professional client relationships for continued loyalty and consistent investment.
- Managed pitching and presentations for a diverse client base, closing high-value deals through expert persuasion and negotiation skills.
- Regularly monitored market and competitor behavior's, remaining ahead of competition trends to offer best-possible service.
- Improved sales performance of Salbair products by 40%, performing product demonstrations to highlight unique benefits.
- Generated revenue by liaising between doctors and companies to sell products.
- Documented client interactions, sales and pitches delivered in CRM system Supported 56% National growth by working with sales leaders and using effective targeting of under-tapped regions.
- Grew account base by 72% through delivering high-impact product presentations to medical specialists.
- Produced remarkable sales and enhanced numbers by managing complete lifecycle from networking through ongoing account servicing.
Corps Liaison Officer-(CLO)
National Youth Service Corps
Kokona LGC, Nasarawa State
2004.09 - 2005.09
- Partner with community groups to propose, plan, execute and manage service projects
- Responsible for managing Corps welfare and relationships with their places of primary assignment during the period of their service.
- Assist the LI on registration on new corps members book of life and how to fill their forms.
- Use money from donor’s agency to feed and cater for the welfare of new corps member until they get their accommodation.
- Coordinates CDS meeting, Drafted communications for routine releases and emergency responses.
- Resolved conflicts and negotiated mutually beneficial agreements between parties.
- Participated in team-building activities to enhance working relationships.
Education
Master of Science-M.Sc. - Management
IMO STATE UNIVERSITY
OwerriPost Graduate Diploma - Management
Imo State University
OwerriBachelor of Science-B.Sc. (Hons) - Industrial Microbiology
Imo State University
OwerriSkills
- Sales presentations and Strategic Planning
- Sales Leadership
- Identifying Sales goals & Sales Planning
- Building Relationships & Providing Training Opportunities
- Developing and implementing business winning strategy
- Managed Budget implementations, employee Relations & overall PL of Plant
- Analyzing Data and using the performance metrics to drive business growth
- Trend and Competitive Analysis
- Understanding sales retention and Territory Sales Management
- Capability, Training, Onboarding and scalability planning
- Teamwork and Collaboration
- KA/Modern Trade, B2C and B2B Penetration and Recovery Strategist
Accomplishments
- F25 Commercial Directors award Winner for best Division on PET with a +74% growth and +52% over target at year end
- Won the MD's Q1 F23/24 Best Manager Award for achieving the Highest Sales growth of +76% across all categories Pan Nigeria at the SBC Leadership Award in July, 2023.
- Awarded Mr Innovation by my MD for Delivering a +67% growth on Vybe/Supa Komando at the F24 Sales Leadership Conference.
- Celebrated and Won the GM Commercial's F22 Innovation Champion Award as the best Divisional Sales Manager by achieving a +213% Vs Target on Supa Komando & +97% Growth Vs LY on Rockstar.
- Documented and resolved all quality complains which led to 21% growth on Sales of Orijin Tiger Nut and Ginger.
- Delivered the Highest Value & Volume growth for Heineken in 2015 to win the Sales Directors Award.
- Grew the Marketshare of BG from 14ppts in May in Port Harcourt to 22ppts in July 2021 and this was sustained till I left the business.
- Won the best TMR award Pan Nigeria in SAB in 2010 and 2011 and got rewarded with a trip to the SAB MS&D conference in South Africa in May 2011.
- Won the Best ASM position at the end of F21 in the East by having the highest score on the F21 League table ranking for the East Division.
- Consistently ensured that no Trade Partner in Aba SA is on Overdue with all of them having closed the gap on their Bank Guarantee and zone Manning.
- Won the award as the Sales Officer with the Highest Sales Growth in 2008 by Volume and was rewarded with a Cash price of @#450,000.
- Won several Monthly Maltavator Challenge which is awarded to the Area Sales Manager and team with the highest growth on Malta Guinness.
- Crowned as an Innovation Champion for 2 Financial Years for been the ASM with the highest Distribution of Innovations like Guinness Smooth & OTNG upon launch.
- Currently Overseeing Trainings and Coaching in East Division as Divisional Support Capability Lead.
- Carries out business Capability Accreditation and onboarding of new Staff posted to the East.
- Had 3 of my TAMs amongst the top 5 best performed TAMs on GNPLC League Table full year result for F21 with 2 of them delivering 120%
- Delivered Highest Growth of +89% on all innovations (Chief Malt, Supa Komando etc.) and won the MDs Regional Price for F22/23 FY.
- Best Divisional Sales Manager on HPC and an Award of Mr. 2Sure by the HPC Sales Director at the end of F22/23 FYR.
Languages
English
Fluent
Afrikaans
Advanced
Affiliations
- Institute of Global Peace and Conflict Management-IGCPM(Doctoral Fellow), Institute of Certified Sales Professional of Nigeria-ICSP(Fellow), Institute of Management Consultants of Nigeria-IMCN(Fellow), Chartered Institute of Logistics and Supply Chain Management-CILSCM(Fellow) and Association of Industrial Microbiologist of Nigeria(AIMS)-Member
Certification
- DIFFRENTIATION IN RETAIL-(RETAILERS REDESIGNING VALUE)-LAGOS BUSINESS SCHOOL, JAN 2025.
- NIGERIAN SHOPPERS & 2026 TAX REFORMS-LAGOS BUSINESS SCHOOL-JAN. 2026
- TRANSFORMING RETAIL WITH EMERGING TECHNOLOGIES-AFRICA RETAIL CONGRESS-LAGOS BUSINESS SCHOOL. NOV 2025.
- THE PLACE OF UNSTOPPABLE ATTITUDE IN COPORATE LEADERSHIP-ICSP(SPIES). FEB 2025
- MASTERING THE ART OF BEING UNSTOPPABLE(IN & OUT OF SELLING). ICSP FEB 2026
- IMPARATIVES OF BEST PRACTICE ANNUAL SALES PLAN-ICSP, NOV 2025.
- LA PAGE META VERSE(LPMV), ADVANCED TRAIN THE TRAINER COURSE, CERTIFICATE, SEP. 2023
- IAPM & MOVALUE CONSULTING, ADVANCED BUSINESS ANALYSIS MASTERCLASS, CERTIFICATE, AUG. 2023
- UNIATHENA GLOBAL BUSINESS SCHOOL, INTERNATIONAL HUMAN RESOURCE MANAGEMENT, DIPLOMA, JULY, 2023
- UNIATHENA GLOBAL BUSINESS SCHOOL, MASTERING LOGISTICS MANAGEMENT, CERTIFICATE, JULY, 2023
- Franklin Covey-PROFESSIONAL TRAINING, The 7 Habits of Highly Effective People 4.0, CERTIFICATE, JUNE, 2023
- IGPCM- (INSTITUTE OF GLOBAL PEACE AND CONFLICT MANAGEMENT), WORKPLACE CONFLICT MANAGEMENT, CERTIFICATE, MAY, 2023
- LA PAGE META VERSE(LPMV), INTERNATIONAL DIPLOMACY & PROTOCOL, EXECUTIVE DIPLOMA, MAY, 2023
- LA PAGE META VERSE(LPMV), APPLICATION OF ARTIFICIAL INTELLIGENCE, EXECUTIVE DIPLOMA, JULY, 2023
- LA PAGE META VERSE(LPMV), INTODUCTION TO PROJECT MANAGEMENT & LOGISTICS & PROCUREMENT MANAGEMENT, CERTIFICATE, JUNE, 2023
- DOVILEARN-E LEARNING AFRICA, ADVANCED APPLICATION OF RETAIL MANAGEMENT FUNDAMENTALS, CERTIFICATE, MARCH 2022
- METROPOLITAN SCHOOL OF BUSINESS & MGT UK, EFFECTIVE PRESENTATION AND PERFORMANCE MANAGEMENT SKILLS, CERTIFICATE, FEB. 2022
- LINKEDIN LEARNING, SALES PIPELINE MGT & BECOMING HEAD OF SALES: DEVELOPING YOUR PLAYBOOK, CERTIFICATE, FEB 2022
- DIAGEO ACADEMY, LEADERS AS TEACHERS & COACHING FOR SUCCESS, CERTIFICATE, JUNE 2019
- LINKEDIN LEARNING, TRANSITIONING TO MANAGEMENT OF SALES PEOPLE, CERTIFICATE, SEPT. 2020
- LINKEDIN LEARNING, SALES: DATA-DRIVEN SALES MANAGEMENT & MANAGERIAL ECONOMICS, CERTIFICATE, SEPT. 2020
- OSIDO LIMITED, TAKING PEOPLE WITH YOU, CERTIFICATE, MAY, 2015
- HEINEKEN ACADEMY, PERFECT EXECUTION & ESSENTIAL SELLING SKILLS, CERTIFICATE, MARCH 2013
- SABMILLER ACADEMY, SALES EXCELLENCE PROGRAMME, CERTIFICATE, JUNE, 2011
- TOM ASSOCIATES, WORKSHOP ON CUSTOMER EQUITY & MUNUFACTURES CRITICAL CAPABILITIES, CERTIFICATE, MAY 2009.
Referees
Available on Request
Timeline
Head, School of Commercial Capability & DSM
Frutta Juice and Services Ltd
2025.12 - Current
Divisional Sales & Growth Manager
Frutta Juice and Services Ltd
2024.09 - 2025.12
General Manager Sales & Operations (Ag)
Seven-up Bottling Company Ltd
2024.05 - 2024.08
Divisional Sales Manager
Seven-up Bottling Company Ltd
2019.04 - 2024.05
Senior Area Sales Manager/ Training & Capability Lead (East/South)
Guinness Nigeria Plc (A Diageo Company)
2015.02 - 2019.03
Area Sales Manager, Distributor/Modern Trade & Project Alchemy Lead
Consolidated/Nigerian Breweries Plc
2011.11 - 2015.01
Trade Marketing Representative/Team Lead
International Breweries Plc-Member-Ab Inbev Group
2008.06 - 2011.10
Medical Sales Representative-(MSR)-East
Phillips (Lupin) Pharmaceuticals LTD
2005.10 - 2008.05
Corps Liaison Officer-(CLO)
National Youth Service Corps
2004.09 - 2005.09
Post Graduate Diploma - Management
Imo State University
Bachelor of Science-B.Sc. (Hons) - Industrial Microbiology
Imo State University
Master of Science-M.Sc. - Management
IMO STATE UNIVERSITY