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Sales Executive

Addis Ababa, Ethiopia

Full Time

About the Role

We are looking for a committed individual to serve as a Sales Executive for our Gursha and TruLuv Granola brands. In this role, you'll work closely with the Sales & Marketing Manager to lead our sales initiatives within your designated focus area. Your focus will be to not only drive sales and escalate revenue for our products, but also to manage daily product deliveries. Essential to your role is the development, nurturing and expansion of our relationships with outlets and consumers, together with the management of sales data for individual outlets and your overall area. As a close observer of the market, you are expected to keep a pulse on competitor trade activities, emerging opportunities, and potential challenges, providing your line manager with timely insights and innovative solutions to enhance our market position.

Your role will be instrumental in diligently managing sales operations within your assigned focus area, ensuring the effective distribution of our products, and forging solid relationships with outlets and consumers while staying ahead of market trends.

Core responsibilities:

Outlet Relationship Coordination: Act as the key link between our company and retail outlets, ensuring seamless communication and operations within our distribution network. Also, facilitate the flow of feedback, complaints, and insights on market dynamics and competitor practices from customers and consumers.

Sales Volume and Market Share Growth: Drive sales volumes and expand market share by generating orders, upholding standards, and pinpointing growth opportunities within outlets. A commitment to in-outlet execution excellence and superior customer service is key.

Sales Planning: Plan for sales execution and implementing the sales plan: develop an outlet plan to achieve target, which includes segmentation and prioritization of outlets, per outlet volume, outlet penetration strategy, in-trade execution plan, and sales call scheduling (route plan) and promotion need assessment.

Sales Plan Execution: Make consistent and periodic sales visits to outlets. Check stock balance, assess POSM needs, POSM placement, price and availability compliance, identify growth and competitive opportunities in the outlet, discuss issues and opportunities with customer, record follow-up actions before departing from the outlet.

In-Outlet Promotional Strategy and Execution: Select outlets for promotional activities based on solid, justifiable criteria. Collaborate with the marketing team to coordinate and implement promotional strategies, ensuring correct placement and diligent tracking of company trade assets.

Additional Promotional Activities: Collaborate with marketing teams to develop and implement promotional campaigns, activation, bazaar, and other marketing initiatives to drive brand awareness and sales growth.

Consumer Experience Improvement: Keep a close eye on consumer experiences and outlet satisfaction, using insights gathered to recommend and implement enhancements in service delivery, product placement, and promotional activities.

New Business Development: Identify and pursue new sales opportunities and partnerships, including potential customers, distributors, and channels for product distribution.

Market Analysis: Conduct market research and analysis to identify consumer trends, competitor activities, and market opportunities, providing insights to inform sales strategies and product development decisions.

Order Management: Manage the entire sales process, from order generation to delivery and invoicing, ensuring smooth and efficient transactions and timely resolution of any issues or concerns.

Measurement & Reporting: Continuously follow up and measure sales volume against target for outlets and the area, monitor POSM control and maintenance progress. Prepare regular sales reports, forecasts, and performance metrics, tracking progress against targets and providing insights to management for decision-making purposes.

• Overall, contribute to team efforts by achieving related results as needed.

TruLuv is offering an opportunity to be part of a dynamic and diverse team that is committed to developing a business that has a positive impact in the lives of its employees and community. The role is ideal for someone with less than 2 years’ sales experience, looking to grow quickly and gain experience in sales and marketing. The right person is self-motivated and comfortable working in a dynamic environment with multiple tasks and activities to support.


Educational Qualifications: BA Degree in sales, marketing or any other related field from a recognized university

Professional Experience: 1-3 years of experience in sales, particularly with experience in the FMCG sector.


Skills and Competencies:

  • Fluency in both written and spoken Amharic, and proficiency in written and spoken English.

  • Energetic, enthusiastic and eager to learn.

  • Resilience and persistence in the face of challenges, with the ability to overcome objections and setbacks to achieve sales goals.

  • Ability to work under pressure and meet tight deadlines in a fast-paced environment.

  • A proactive approach to contributing ideas, feedback, and suggestions.

  • Flexibility and adaptability to thrive in a fast-paced, changing environment, with the ability to quickly learn and adapt to new situation.

  • Collaborative mindset and the ability to work effectively as part of a team, supporting colleagues and contributing to team success. 

  • Basic Microsoft office and email skills.

  • Alignment with TruLuv values: going above & beyond, being down-to-earth, valuing open communication and being compassionate.

  • We strongly encourage women to apply!

How to Apply

How To Apply- Please send an email to with “Sales Executive” as the email subject line, including as attachments:


1.     A cover letter explaining interest in the position. In particular, please answer the question, "what excites you about being a Sales Executive for Gursha and/or TruLuv Brands?"

2.     A one-page resume, and

3.     Contact details for two references (one who has managed you, the other who is is a colleague you've worked with).


Applications will be considered on a rolling basis.


TruLuv Granola considers all applicants on the basis of merit without regard to race, color, national origin, religion, sexual orientation, age, marital status or disability.

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