Sales Manager – Trade
Summary
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To manage trade operations and provide general oversight of multiple trade locations, directing daily operations to maximise profitability and minimise operational costs.
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To manage and evaluate trade sales activities across assigned markets.
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To establish and maintain local marketing networks to increase product visibility and sales performance.
Location
The position will be based at the Guyana Head Office.
Dimensions
The Sales Manager – Trade will report directly to the Senior Vice President – Sales and Marketing and indirectly to the Head of Business Unit.
Responsibilities
1. Sales
a) Develop and manage sales budgets with full accountability.
b) Develop and maintain direct relationships with trade customers, architects, engineers, contractors, and other industry specifiers.
c) Prepare an annual Sales Plan with quarterly reviews, updates, and revisions.
d) Evaluate effectiveness of sales strategies by analysing methods, costs, and results.
e) Oversee preparation and delivery of sales materials, exhibitions, and promotional programmes.
f) Develop and implement sales strategies and activities to achieve and exceed sales and profitability targets while remaining within budget.
g) Establish annual and monthly sales objectives aligned with the organisation’s business plan.
h) Collaborate with trade teams, specifier teams, and specialised product divisions to establish market and customer targeting strategies.
i) Ensure sales team members develop and maintain Sales Action Plans using approved formats.
j) Hold sales team members accountable for achieving targets and completing strategic sales initiatives.
k) Provide coaching and guidance to improve sales performance and support achievement of quotas and objectives.
l) Support sales and operations planning processes, particularly forecasting activities.
m) Implement and monitor appropriate sales metrics and Key Performance Indicators (KPIs) aligned with internal and external customer requirements.
n) Analyse store and sales representative performance by reviewing expenses, profitability, and operational efficiency and implement adjustments where required.
2. Customer Relations
a) Ensure high standards of customer service and product quality are maintained.
b) Respond to customer complaints and feedback in a timely and professional manner.
c) Organise and support promotional events, product displays, and customer engagement activities.
d) Ensure appropriate pricing structures are applied across product categories and customer segments.
e) Conduct regular site visits to engage with staff and customers and identify operational or service improvement opportunities.
f) Ensure sales teams actively promote add-on sales and cross-selling opportunities.
3. Marketing and Merchandising
a) Prepare for and participate in trade shows, exhibitions, and promotional campaigns.
b) Represent the organisation at community and business events to increase brand awareness.
c) Support development of marketing communications, promotions, packaging, point-of-sale materials, and sales support resources.
d) Ensure visibility and promotion of key branded products.
e) Evaluate sponsorship and promotional investments to ensure measurable return and brand exposure.
f) Approve or recommend sponsorships and promotional initiatives in accordance with delegated authority limits.
g) Recommend promotional strategies to regional sales and marketing leadership and implement approved initiatives.
h) Suggest local marketing promotions targeting various customer segments.
4. People Management
a) Plan and conduct team meetings to ensure compliance with operational practices, implementation of policies, and communication of organisational updates.
b) Monitor performance of direct and indirect reports to ensure adherence to policies, procedures, and performance standards.
c) Manage and motivate staff to maintain productivity, efficiency, and positive workplace morale.
d) Conduct performance appraisals in accordance with organisational procedures, ensuring ongoing performance development and succession planning.
e) Cascade annual Management by Objectives (MBOs) to direct reports using SMART principles and in alignment with Board requirements.
f) Implement productivity and quality performance metrics and incentive programmes.
g) Design and implement performance measurement models to support organisational growth and operational efficiency.
h) Participate actively in meetings, providing strategic insight and operational recommendations.
i) Demonstrate leadership behaviours aligned with organisational core values and culture.
Qualifications / Experience
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A Degree or Diploma in Business Management or a related field with at least three (3) to four (4) years of experience in sales management, preferably within the paint, coatings, or related manufacturing or distribution industries.
Skills and Competencies
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Sales planning and execution expertise.
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Strong knowledge of local construction, painting, or coatings market segments.
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Excellent written and verbal communication skills.
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Proficiency in Microsoft Office applications.
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Ability to work effectively under pressure and meet deadlines.
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Strong presentation and negotiation skills.
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Effective time management and analytical skills.
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Demonstrated leadership ability with experience managing sales teams.
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Proven experience in sales forecasting and budgeting.
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Ability to work effectively within a team-oriented environment.
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