Job Profile: Sales Director – West Africa (Lubricants)

Location: West Africa (preferably based in a key regional hub such as Lagos, Accra, Abidjan, or Dakar)

Reporting To: Regional Director / Vice President – Africa

Direct Reports

Country Sales Managers, Key Account Managers, Distributor Managers, Technical Sales Engineers, and Sales Support Teams (as applicable)

Position Summary

The Sales Director – West Africa is responsible for driving profitable growth, market share expansion, and strategic customer development across the West African region for the company's lubricant business. The role will lead sales strategy execution, distributor network management, key account development, channel expansion, and commercial excellence initiatives across automotive, industrial, mining, power generation, marine, transport, and other lubricant-consuming sectors.

The incumbent will be responsible for achieving revenue, volume, margin, and market penetration targets while ensuring strong customer relationships, operational efficiency, and compliance with company policies.

Key Responsibilities

Business Growth & Strategy

* Develop and execute the West Africa lubricant sales strategy aligned with corporate objectives.

* Deliver annual sales volume, revenue, gross margin, and profitability targets.

* Identify new business opportunities, emerging markets, and growth segments.

* Develop market-entry and expansion plans for new territories and channels.

* Monitor competitor activities, pricing strategies, and market trends.

Sales Leadership

* Lead and motivate regional sales teams to achieve business objectives.

* Establish clear KPIs and performance management systems.

* Conduct regular sales reviews and pipeline assessments.

* Build a high-performance sales culture focused on accountability and results.

* Coach and develop sales managers and key commercial personnel.

Distributor & Channel Management

* Develop and manage distributor networks across West Africa.

* Evaluate distributor performance and implement improvement plans.

* Negotiate commercial agreements and annual business plans.

* Drive channel expansion and market coverage optimization.

* Ensure alignment of distributors with company brand and business objectives.

Key Account Management

* Develop relationships with strategic customers and major industry players.

* Lead negotiations with large industrial, mining, transportation, marine, and OEM customers.

* Secure long-term contracts and supply agreements.

* Support major tenders and business development opportunities.

Market Development

* Identify opportunities in:

* Automotive lubricants

* Industrial lubricants

* Mining lubricants

* Marine lubricants

* Power generation lubricants

* Construction and heavy equipment sectors

* Drive product positioning and value-based selling initiatives.

Pricing & Profitability Management

* Develop and implement pricing strategies.

* Monitor margins and profitability by product line and customer segment.

* Approve pricing within delegated authority levels.

* Manage discount structures and commercial policies.

Forecasting & Planning

* Prepare annual budgets and sales forecasts.

* Monitor sales performance against targets.

* Provide accurate demand forecasts to support supply chain planning.

* Drive inventory optimization with distributors and customers.

Technical & Customer Support

* Work closely with technical services teams to support customers.

* Ensure effective management of lubricant trials, product conversions, and technical problem resolution.

* Promote value-added services and lubricant optimization programs.

Compliance & Governance

* Ensure compliance with company policies, legal requirements, and ethical standards.

* Maintain adherence to health, safety, environmental, and quality standards.

* Manage commercial risks and contractual obligations.

Key Performance Indicators (KPIs)

* Sales revenue growth

* Lubricant volume growth (MT/KL)

* Gross margin achievement

* Market share growth

* New customer acquisition

* Distributor performance scorecards

* Key account retention

* Forecast accuracy

* Collection and receivables management

* EBITDA contribution

* Sales team productivity

* Customer satisfaction levels

# Qualifications

Education: Bachelor's Degree in Business, Marketing, Engineering, Petroleum Studies, or related discipline/ MBA preferred.

Experience

* 10–15+ years of lubricant, oil & gas, chemicals, or industrial products sales experience.

* Minimum 5 years in a senior commercial leadership role.

* Proven experience managing multi-country operations in West Africa.

* Strong understanding of automotive and industrial lubricant markets.

* Experience managing distributors and key accounts.

* Demonstrated success in delivering revenue and profitability growth.

# Technical Competencies

* Lubricant industry expertise

* Distributor management

* Strategic sales planning

* Key account management

* Commercial negotiations

* Pricing and margin management

* Market analysis

* Forecasting and budgeting

* CRM systems

* Contract management

* Supply chain awareness

# Leadership Competencies

* Strategic thinking

* Commercial acumen

* Team leadership

* Cross-cultural management

* Relationship building

* Influencing and negotiation

* Decision-making

* Problem-solving

* Change management

* Results orientation

# Regional Requirements

* Extensive travel across West African countries (50–70%).

* Strong understanding of regional business practices and regulatory environments.

* Fluency in English required.

* French language skills highly desirable.

* Existing network within lubricant distributors, industrial customers, mining companies, transport fleets, and OEMs is a significant advantage.

# Success Profile

The ideal candidate is a commercially driven lubricant industry leader with a proven record of building distribution networks, winning strategic accounts, increasing market share, and delivering sustainable profitable growth across the diverse and dynamic West African market