Summary
Overview
Work history
Education
Skills
Languages
Affiliations
References
Timeline
Generic

EDOBOR EMEGHA

Sales Professional
Abuja,Nigeria

Summary

Results-driven professional with expertise in field sales management, retail automation management, and distribution channel management. Demonstrates a strong ability to lead sales teams, develop pricing strategies, and implement brand-building initiatives to drive business growth. Skilled in strategic thinking, client development, and relationship management, with a proven track record of optimising sales cycles and managing territories effectively. Adept at leveraging advanced sales techniques and competitive intelligence to achieve organisational objectives while fostering cultural awareness and self-motivation. Committed to delivering measurable results through initiative-taking and innovative business development strategies.

Overview

15
15
years of professional experience
9
9
years of post-secondary education

Work history

REGIONAL SALES MANAGER

FLOUR MILL OF NIGERIA PLC
FCT, Nigeria
12.2019 - 02.2025
  • Provide effective leadership for the FMN B2C Sales team to achieve Revenue and market share growth for FMN in the North Division, ensuring alignment with overall company goals.
  • Execute Golden Penny Food Route To Consumer (RTC) and Direct To Retail(D2C) objectives in Northern Nigeria, focusing on effective coverage, increased visibility, market penetration, and product acceptance in key trade segments and Channels
  • Establish a Win-win customer success status for all FMN Dealers, emphasizing collaboration and mutual success
  • Implement a comprehensive coaching and training program for team members to enhance their capabilities and achieve the highest proficiency levels, while aggressively promoting and increasing sales within Retail channels through strategic sales and marketing initiatives
  • Own and lead the regional market execution strategy
  • Managed the seamless integration of FMN and Honeywell B2C food and agro-allied business in northern Nigeria
  • Achieved MOM and YoY growth in topline volume and Revenue for 3 years
  • Pioneered the integration of 6 new food categories (Consumer Sugar, edible Fat, and Oil, Margarine/Spread, Garri, Chinchin, Cereals, and Maize/Sorghum ball foods) into FMN core categories across Northern Nigeria
  • Led the team to record value growth through Rural Market penetration and effective route-to-market initiatives
  • Initiated Retail Redistribution model for effective channel coverage and product availability OTIFNE
  • Initiated and led Wholesale and retail redistribution and effective channel coverage across multiple markets and Modern Trade Outlets
  • Led a sales team of 253 FMN and 3rd party sales warriors to achieve 205% growth for Maikwabo pasta in FY'23.
  • Partnered with HR department in staff recruitment process to maintain high-performing sales team.
  • Analysed sales reports to identify trends and update strategies.
  • Attended trade shows, enhancing company's industry presence and potential leads generation.
  • Developed competitive pricing strategies for increased market share.

AREA SALES MANAGER

PZ CUSSONS CONSUMER
Kano, Nigeria
10.2018 - 11.2019
  • Achieve comprehensive market coverage, heightened visibility, enhanced market penetration, and increased product acceptance in critical trade segments
  • Drive sales growth within Retail channels by executing aggressive national and regional sales and marketing strategies
  • Monitor and analyze competitor activities, focusing on key aspects such as distribution, pricing, shelf presence, promotions, and overall product visibility
  • Ensure complete alignment with distributors regarding incentives and marketing plans, guaranteeing that all stakeholders are motivated to meet KPIs and contribute to volume growth and profitability
  • Lead the implementation of PZC Group's strategic business objectives for both Food and Non-food sectors across key markets in Kano, Katsina, Jigawa, and North East of the country
  • Oversee the re-launch and go-to-market initiatives for dormant and slow-moving brands, revitalizing their presence in the market
  • Achieved MOM growth in topline sales value for 1 year
  • Pioneered the Active Distributors (AD) Scheme in Kano for north west region by appointing two ADs
  • Achieved Topline value growth of +28% by leading effective route-to-market initiatives and ensuring vans' activities drove retail redistribution and effective coverage across multiple markets

AREA SALES MANAGER

PZ CUSSONS CONSUMER
Gombe, Nigeria
11.2016 - 10.2018
  • Successfully executed tactical market activation initiatives to revitalize under-performing brands, promote slow-moving SKUs, and boost sales of leading brands, with a focus on strategic placement of promotional activities
  • Developed a comprehensive business plan encompassing sales strategies and profit goals
  • Conducted territory and sales analyses, regularly assessing results and adjusting sales strategies for optimal performance
  • Conducted frequent market visits to ensure the effective implementation of trade offers, verified route coverage, monitored competitor activity, and formulated counter-strategies to stay ahead of the competition
  • Implemented efficient route-mapping strategies to drive redistribution, increase trade partners' engagement, and enhance product penetration across multiple markets
  • Provided distributors with superior customer service, conducting regular health checks, monitoring warehouse activities to maintain optimal inventory levels, and driving credit optimization for sustained operational efficiency
  • Ensured brilliant and flawless execution of all Promotional/launch/NPDs/EPDs/agencies activities in the area and facilitated timely delivery of relevant reports
  • Achieved over 50% increase in sales value for Gombe and Bauchi territories in 2 years
  • Pioneered the Active Distributors (AD) Scheme in the North East Region
  • Achieved Top-line value growth of +50% by leading effective Route-To-Market (RTC) initiatives and ensuring vans' activities drove retail redistribution and effective coverage across multiple markets

AREA SALES MANAGER

PZ CUSSONS PLC
Calabar, Nigeria
06.2014 - 10.2016
  • Managed sales activities, plans, and budgets across Cross River, Akwa Ibom, Rivers, and Bayelsa States in the Eastern region
  • Implemented sales and marketing strategies for existing and new products to drive penetration, acceptance, and brand visibility in the region
  • Coordinated third-party agencies and stakeholders to ensure proper sales administration procedures and meet business objectives
  • Oversaw flawless execution of the Retail Redistribution Scheme to ensure comprehensive brand availability in various channels
  • Provided marketing support to key distributors, establishing call-out targets, reviewing joint business plans, overseeing merchandising and trade promotion, and leading and training sales teams in the Eastern states
  • Achieved 75% growth in 2 years through strategic distribution in the Eastern region, identifying and targeting untapped markets
  • Led sales teams to secure a 70% market share in Rivers State by countering competitive activities and driving aggressive sales
  • Realized a 50% increase in sales volume for Port Harcourt territories within 2 years
  • Expanded customer and key distributor base by 50% through exceptional customer service
  • Elevated Olympic brand distribution from 60% to 90% in 2 years using direct-to-consumer strategies, achieving 55% brand coverage across four strategic states

BUSINESS DEVELOPMENT MANAGER

GUINNESS NIGERIA PLC
Cross River, Nigeria
06.2013 - 05.2014
  • Drove consistent sales growth by establishing new distributors and nurturing existing accounts
  • Supervised 10 distributors, overseeing daily operations, including shipment coordination, trucks' Turnaround Time (TAT), accurate stock reporting, target inventory sign-off, and overall management
  • Developed and executed strategic business plans for distributors, providing support to surpass call-out volume targets through an effective Route to Market Scheme
  • Compiled mandatory daily sales reports for distributors, closely monitored channels' sales tracking activities, and ensured daily shipments and depletion targets were met
  • Managed distributors' credit schemes, preventing failed cheques payments and fund diversions, while also researching and implementing distributor management strategies to continually grow the business and generate sales across the state
  • Provided strategic support that grew distributors' capacity by 31% within 8 months
  • Effectively managed over N100million credit scheme for two distributors and recorded no fund diversion or delay payment to the company
  • Grew a major distributor to attain the status of 'Best Performing Active Customer' in the East Division both in volume and standard of operation
  • Influenced the incremental sales growth of Calabar Sales Area (Cross River State) and contribution to overall profitability; Contribution to East Regional performance grew from 14% to 23% FY14 Contribution to National performance increased from 5% to 8% in FY14

RETAIL DEVELOPMENT MANAGER

GUINNESS NIGERIA PLC
Edo, Nigeria
10.2009 - 06.2013
  • Achieved MOM sales targets across strategic retail territories (Ugbowo, Ekenwan, Sakponba), focusing on meeting KPIs to enhance market share
  • Managed 10 key distributors, overseeing the deployment of the retail redistribution scheme and ensuring compliance with required standards
  • Supported below-the-line (BTL) partners to execute sales driver activities effectively, encompassing Quality, Distribution, Visibility Promotion, Price, and Persuasion
  • Reviewed and analyzed competitors' activities, implementing local initiatives to enhance the competitiveness of GNPLC brands
  • Drove overall profitability for distributors' businesses through regular business health checks, monitoring reorder levels, and ensuring the delivery of excellent promotional activities
  • Additionally, accountable for Point of Sale (POS) materials, chillers, light signs, display fridges, etc., deployed in retail outlets within the sales territory
  • Won the 'Make a Difference' award in Dec 2010 for initiating several strategies to counter competition
  • Oversaw flawless retail execution of the Benin Beer Carnival Villages in December 2011 and 2012
  • Effectively managed and supervised the activities of over 50 key distributors within 1 month
  • Quickly learned and applied new skills to daily tasks, improving efficiency and productivity.

Education

CHARTERED PGD - MARKETING

National Institute of Marketing of Nigeria (NIMN)
Liverpool
02.2021 - 03.2023

MBA - GENERAL MANAGEMENT

University of Benin

MA - LEADERSHIP IN EDUCATION

Liverpool John Moores University
England
02.2021 - 03.2023

B.SC. (ED) - MATHEMATICS

Nnamdi Azikiwe University
01.2001 - 08.2005

Skills

  • Field Sales Management
  • Retail Automation Management
  • Distribution Channel Management
  • Business development
  • Sales cycle management
  • Sales team leadership
  • Pricing strategy development
  • Brand-building strategies
  • Territory management
  • Initiative taking
  • Strategic thinking
  • Cultural awareness
  • Client development
  • Relationship Management
  • Self-motivation
  • Competitive intelligence
  • Database management
  • Advanced sales techniques

Languages

English
Advanced

Affiliations

  • Volunteer Mathematics teacher- Registered with GTC Scotland and holds a QTS in England
  • QTS TRN: 2350807 GTC RN 249222

References

References available upon request.

Timeline

CHARTERED PGD - MARKETING

National Institute of Marketing of Nigeria (NIMN)
02.2021 - 03.2023

MA - LEADERSHIP IN EDUCATION

Liverpool John Moores University
02.2021 - 03.2023

REGIONAL SALES MANAGER

FLOUR MILL OF NIGERIA PLC
12.2019 - 02.2025

AREA SALES MANAGER

PZ CUSSONS CONSUMER
10.2018 - 11.2019

AREA SALES MANAGER

PZ CUSSONS CONSUMER
11.2016 - 10.2018

AREA SALES MANAGER

PZ CUSSONS PLC
06.2014 - 10.2016

BUSINESS DEVELOPMENT MANAGER

GUINNESS NIGERIA PLC
06.2013 - 05.2014

RETAIL DEVELOPMENT MANAGER

GUINNESS NIGERIA PLC
10.2009 - 06.2013

B.SC. (ED) - MATHEMATICS

Nnamdi Azikiwe University
01.2001 - 08.2005

MBA - GENERAL MANAGEMENT

University of Benin

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EDOBOR EMEGHASales Professional