sequa gGmbH is a globally operating non-profit development organisation. Since 1991 sequa has carried out programmes and projects of international cooperation in close collaboration with the German private sector. sequa offers know-how and long-term experience in capacity development for chambers and associations (BMOs), vocational education and training, private sector development and trade promotion. The organisation is based in Bonn, Germany. sequa employs more than 100 persons (2023) and reported a turnover of EUR 60 m in 2023.

The Project

Within the GIZ Program Special Initiative "Decent Work for a Just Transition", sequa implements the "SME Support Scheme targeting growth orientated SMEs" project in Ethiopia. With this, sequa aims to facilitate business growth and job creation of Ethiopian small and medium enterprises (SMEs) by increasing their competitiveness and productivity so that their products and services will satisfy the demand on local and international markets. A specific focus will be provided for women-owned SMEs, job-creation, and employability training for women. 

Benefiting companies receive flexible and demand-oriented funding (management consulting, technical training, financial competence/business plan development, qualification, applied research activities, etc.). A special focus will be on advisory services to improve access to finance. The support scheme is expected to contribute to the change management and business growth of SMEs.

sequa selected “Apex Confectionery Plc” for its SME Support Scheme. Apex Confectionery PLC was founded in Addis Ababa, Ethiopia, in late 2022 to produce high-quality confectionery products focusing on chewing gum. Apex has been in operation/production since May 2023 and, over the past 18 months, has managed to launch its trade-marked flag-ship product, Stika Chewing Gum. With an intensive focus on product quality, branding, marketing and operational excellence, Apex is working with a long-term vision to make its brands household names sold in every corner of the country and beyond. As a newcomer to the chewing gum production space, the Apex sales team has faced many issues in growing our sales volume and ensuring the widespread availability of the product nationally. As part of our growth strategy, we aim to enhance our sales performance, expand market reach, and strengthen customer relationships. To achieve these goals, we seek the expertise of an experienced sales consultant.

The primary objective of this consultancy is to provide strategic guidance and actionable recommendations to improve Apex Confectionery PLC's overall sales performance. This includes enhancing sales processes, increasing market penetration, and identifying new business opportunities.

Your Tasks / Responsibilities

Sales Strategy Development & Implementation

• Evaluate the current sales strategy and provide recommendations for improvement.

• Develop a detailed sales plan to achieve short-term and long-term business objectives.

• Propose strategies for pricing, product positioning, and promotional activities.

• Developing a detailed and practical route-to-market approach considering the company’s product types and potential consumer base for Addis Abeba and up-country markets.

• Recruit/onboard new distributors in at least three Addis Ababa territories and six up-country cities. 

Process Improvement

• Assess the existing sales processes and identify inefficiencies

• Provide recommendations to streamline sales operations and improve team productivity.

• Help structure the sales department and draft policies, procedures and reporting formats to ensure adequate reporting, target monitoring, and follow-up of the sales team with distributors, wholesalers and retailers.

Training and Capacity Building

• Design and deliver training programs to enhance the sales team's skills.

• Introduce best practices in customer relationship management (CRM) and sales techniques.

• Develop key performance indicators (KPIs) to measure sales effectiveness

Job Requirements

Your Qualification / Skills

• A degree in Business Administration, Marketing, Sales or a related field.

• Strong knowledge of the Ethiopian market and consumer behaviour.

• Excellent communication, presentation, and training skills.

• Proficiency in using CRM tools and sales analytics.

Your Working Experience

• A proven track record of success in sales consultancy, preferably in the FMCG or confectionery sector.

• At least 8 years of experience in sales strategy development and market analysis.

How to Apply

Please send us a cover letter, your CV in the EuropeAid format, relevant resumes, and your daily fee expectation in ETB. If you apply as a firm, please send your company profile and financial proposal. Please provide a clear description of achievements created for consulted companies in the past.

The CV template can be downloaded from our website. 

Please send us your application by no later than 15/02/2025 to vacancies.eth@sequa.de with the subject line "ETH-1013 – FMCG Sales Expert"