Trade Sales Manager.

Werefresh (Lavazza Egypt) - Zamalek, Cairo

Applicants for
1 open position
In Consideration
Experience Needed:
4 to 5 years
Career Level:
Job Type:
Full Time
1 open position
Job Roles:
About the Job

Join Werefresh group and work with a leader team in the Food and beverage industry with one of the leading global brands Lavazza and our own Brand Nafee Coffee. 


We are looking for a dynamic Retail & E-Commerce Channel Manager, your primary function is to plan, and launch the Retail & E-Commerce channel with optimum execution. 

Develop and manage distribution in the trade (online and offline) in tandem with market targets and defined distribution strategy.



  • Responsible for Retail Channel the Numeric distribution expansion plans by segment and classification
    Responsible for the E-commerce channel and agreements
  • Ensure Net Sales, Sell Out Targets, Inventory Days and Days to Collect sales according to Werefresh Guidelines
  • Conduct top Negotiations and coaching the Team in all topics related to Point of Sale execution, exhibitions, Term & Conditions, planning Promotional and Collaborative Events
  • Maintain excellent business relationship with Direct Trade Customers by leading and supporting Customer Engagement Initiatives looking for sustainable growth for both sides
  • Support Annual Commercial Planning and execute frequent revisions to the plans agreed
  • Coordination of Special and Collaborative Events to drive Sales and Improve sales Mix
  • Ensure excellence in Execution at Retail Environment and Channel Level by supervising and coaching executives/Operation, Customer Development Managers, always aligned to agreed strategies and guidelines
  • Drive multifunctional business approach by fostering inter-departmental cooperation with Marketing, Retail Marketing, In Store Management and Finance
  • Own all elements of the Net Sales Gaps and Opportunities Assessment, Demand Plan Exceptions, Diagnostic Phase



  • Manage the relationship with the customer contact for sale of products at assigned accounts.
  • Manage products in assigned accounts.
  • Determine current and on going product needs at accounts and look for ways to increase sales.
  • Perform outside sales functions.
  • E-Commerce focus, recruiting new accounts and manage to get best deals for primary, second placements and promotions.



  • Work under minimal supervision.
  • Establish and maintain friendly and professional relationships with your customers to increase sales and selling space
  • Evaluate all competitors’ activities such as new launches and price reductions and communicate with Managing director.
  • Meet monthly key performance indicators (KPI‘s) focused on the following areas: sales, distribution, pricing, display, new accounts and other merchandising components.
  • Build and protect the brand through proper rotation to ensure fresh product and set proper brand flow following standards.
  • Increase inventory and diversity of products offered at each account while delivering fresh product and constantly looking to improve in store branding. 



  • Manage and handle day to day key account activities such as listing, promotion, branding and visibility.
  • Coordinate with internal supply chain to align delivery operation and product listing.
  • Develop and execute in Shopper Promotion & Merchandising plan according to Must-Stock-List by store type.
  • Manage a team of sales reps and merchandisers. (Needs to be recruited)
  • Negotiate and build good relationships with Modern Trade channel buyers and stake holders.
Job Requirements

What you need for this position:

(proven performance in)


  • Bachelor’s Degree
  • 4+ years of experience in sales or trade marketing in the direct channel, recent experience as a national sales manager or related managing top clients in consumer goods companies
  • 2+ years of personnel management experience
  • Advanced English


It is an advantage to have:

  • Experience with top local clients
  • Financial knowledge
  • Knowledge of the beverage market preferred