Duties and Responsibilities
3.1 Commercial Strategy and Business Growth
• Develop and implement the company's commercial strategy in line with overall business objectives.
• Identify opportunities to increase sales volumes, revenue, market share and profitability across all stock feed product categories.


• Conduct market research and competitor analysis to identify market trends, customer needs, emerging opportunities and competitive threats.
• Develop annual commercial budgets, sales forecasts and growth plans for approval by management.
• Identify and develop new markets, geographical territories, customer segments and distribution channels.
• Evaluate opportunities for strategic partnerships, dealer networks, bulk supply agreements and institutional contracts.
• Monitor commercial performance and implement corrective measures where targets are not being achieved.
3.2 Sales Management and Revenue Generation
• Lead and manage the sales function to achieve approved sales volume, revenue, collection and profitability targets.
• Establish clear sales targets for regions, sales teams, distributors, agents and individual sales representatives.
• Monitor daily, weekly and monthly sales performance against budgets and forecasts.
• Develop and implement sales plans for different stock feed categories, including poultry, cattle, pig, dairy, aquaculture and other product lines offered by the company.
• Strengthen relationships with farmers, commercial agricultural enterprises, livestock producers, retailers, wholesalers, agro-dealers and other key customers.
• Identify and secure high-volume customers and long-term supply contracts.
• Review sales pipeline performance and ensure timely follow-up on quotations, orders, customer enquiries and prospective business.
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• Develop appropriate sales incentive schemes, subject to management approval, to drive productivity and achievement of targets.
3.3 Marketing and Brand Management
• Develop and implement marketing strategies to increase brand awareness, product visibility and market penetration.
• Oversee promotional campaigns, product launches, agricultural shows, farmer engagement programmes and other marketing initiatives.
• Work with technical and production teams to communicate product benefits, specifications and appropriate applications to customers.
• Ensure that marketing activities generate measurable commercial returns.
• Monitor customer feedback, competitor promotions and changes in market demand.
• Ensure that all marketing materials and product claims are accurate and consistent with approved product specifications and applicable requirements.
3.4 Pricing, Margins and Profitability
• Develop and recommend competitive pricing strategies for all stock feed products.
• Regularly review selling prices against raw material costs, production costs, competitor pricing, distribution costs and market conditions.


• Monitor gross margins, contribution margins and profitability by product, customer, region and distribution channel.
• Ensure that discounts, rebates, credit terms and special pricing arrangements are properly controlled and approved.
• Identify opportunities to improve commercial margins without compromising product quality or competitiveness.
• Work closely with Finance to evaluate the financial impact of pricing decisions, promotional campaigns and customer contracts.
• Investigate and address underperforming products, customers and sales channels.
3.5 Customer Relationship Management
• Establish and maintain strong relationships with key customers, distributors, retailers and strategic business partners.
• Ensure that customer enquiries, complaints and service issues are addressed promptly and professionally.


• Develop customer retention strategies and identify opportunities to increase sales to existing customers.
• Monitor customer satisfaction and use feedback to improve products, service delivery and commercial processes.
• Negotiate commercial agreements and supply contracts within approved authority limits.
• Ensure that customer commitments are aligned with production capacity, stock availability and delivery capabilities.
3.6 Distribution, Stock Availability and Logistics Coordination
• Oversee the commercial distribution strategy to ensure effective product availability across target markets.
• Coordinate with Production, Procurement, Warehousing and Logistics to align sales forecasts with production schedules, inventory levels and delivery capacity.
• Monitor stock availability, product movement, slow-moving inventory and the risk of stock-outs.
• Ensure that sales commitments are realistic and supported by available production capacity and raw material supplies.
• Review distribution costs and identify opportunities to improve delivery efficiency and reduce the cost of serving customers.
• Monitor order fulfilment, delivery lead times and service levels across distribution channels.
• Work with relevant departments to minimise expired, damaged or obsolete stock and avoid unnecessary inventory accumulation.
3.7 Credit Management and Debtors Control
• Work with Finance to establish and enforce customer credit policies and approved credit limits.
• Monitor customer account exposure, overdue balances and collection performance.
• Ensure that sales teams actively support the collection of outstanding customer debts.
• Review customer creditworthiness before recommending new credit facilities or significant increases in exposure.
• Monitor the relationship between sales growth, cash flow and debtor risk.
• Recommend appropriate action on overdue accounts, including credit restrictions, revised payment terms or suspension of further supplies, in consultation with Finance and management.
• Ensure that sales growth does not come at the expense of cash flow or unacceptable credit risk.
3.8 Product Development and Market Intelligence
• Work with Production, Quality Assurance and relevant technical personnel to identify opportunities for new stock feed products and product improvements.
• Analyse market demand for different animal feed formulations, packaging sizes and product categories.
• Provide commercial input into product development, product positioning and market entry decisions.
• Monitor changes in livestock production trends, farming practices, customer preferences and competing products.
• Identify opportunities for value-added products, customised feed solutions and differentiated product offerings.
• Provide management with regular reports on market developments and their potential impact on the business.
3.9 Team Leadership and Performance Management
• Lead, motivate and develop the commercial team to achieve agreed business objectives.
• Establish clear Key Result Areas (KRAs), Key Performance Indicators (KPIs) and performance targets for all commercial personnel.
• Conduct regular performance reviews and implement improvement plans where necessary.
• Identify training needs in sales, negotiation, customer service, product knowledge and commercial management.
• Promote accountability, ethical conduct, teamwork and a performance-driven culture.
• Ensure that the commercial team complies with approved pricing, credit, reporting and customer management procedures.
3.10 Financial Planning, Reporting and Cost Control
• Prepare and manage the commercial department's annual budget in line with approved business plans.
• Monitor sales revenue, volumes, gross profit, operating expenses, marketing expenditure and commercial returns.
• Prepare accurate weekly, monthly, quarterly and annual commercial performance reports for management.
• Analyse variances between actual performance and budget and recommend corrective action.
• Track sales forecasts against actual demand and provide reliable information for production and procurement planning.
• Identify opportunities to reduce selling, distribution and customer acquisition costs.
• Present commercial performance, risks, opportunities and strategic recommendations at management meetings.
3.11 Compliance, Risk Management and Corporate Governance
• Ensure that commercial activities comply with applicable laws, regulations, company policies and contractual obligations.
• Ensure that product marketing and sales practices are consistent with applicable stock feed, product quality, labelling and safety requirements.
• Maintain appropriate controls over customer contracts, discounts, pricing approvals and sales transactions.
• Identify and manage commercial risks, including customer concentration, bad debts, market volatility, supply disruptions and competitive pressure.
• Promote ethical business practices and prevent conflicts of interest, fraud and unauthorised commercial commitments.
• Ensure that commercial records and reports are accurate, complete and submitted within agreed deadlines.


Qualifications and Experience
• Bachelor's degree in Sales and Marketing, Business Management, Commerce, Agricultural Economics or a related field.
• A postgraduate qualification or MBA will be an added advantage.
• At least 8–10 years of relevant commercial, sales or business development experience, preferably in a manufacturing, agricultural or FMCG environment.
• At least 5 years in a senior management or commercial leadership position.
• Experience in stock feed, animal nutrition, agricultural inputs, livestock production or related industries is A MUST.
• Demonstrated experience in managing sales teams, commercial budgets, pricing strategies, customer credit and profitability.
• Proven track record of achieving revenue growth, expanding market share and developing strategic customer relationships.
• Experience in sales forecasting, market analysis and commercial performance reporting.