HomeBiogas is a world leader in developing groundbreaking and simple to use biogas systems, enabling people and businesses around the globe to turn their own organic waste into self-made clean energy.

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Purpose of the Role

The Area Sales Manager is responsible for driving sales growth and achieving regional revenue targets by leading a high-performing team of field Sales Representatives.

The role provides hands-on leadership through recruitment, coaching, mentoring, planning, and execution of sales and marketing activities while expanding market presence and building strategic partnerships.

The successful candidate will ensure the sales team is equipped, motivated, and accountable to consistently achieve targets while maintaining excellent customer relationships and effective sales processes.

Key Responsibilities

Sales Leadership

• Recruit, train, coach, mentor, and lead a high-performing field sales team.
• Set clear performance expectations and monitor achievement of individual and team sales targets.
• Conduct regular field coaching and joint customer visits to improve sales effectiveness.
• Foster a high-performance, customer-focused sales culture.

Sales Planning & Execution

• Develop and implement monthly, quarterly, and annual regional sales plans.
• Support the team in planning and executing daily, weekly, and monthly sales and marketing activities.
• Drive achievement of regional sales, revenue, and profitability targets.
• Monitor sales performance and implement corrective actions where necessary.

Business Development

• Identify and develop new business opportunities within the assigned territory.
• Build and maintain strategic relationships with farmer groups, cooperatives, financial institutions, agro-dealers, local leaders, and other key stakeholders.
• Coordinate regional marketing campaigns, demonstrations, and farmer engagement activities to drive demand.

Pipeline & Performance Management

• Ensure a healthy sales pipeline through effective lead generation, follow-up, and conversion.
• Promote effective use of CRM and other sales management tools.
• Monitor key sales metrics and provide timely performance feedback to the team.

Customer & Market Management

• Maintain strong customer relationships and ensure high levels of customer satisfaction.
• Gather market intelligence on customer needs, competitor activities, and market trends, and recommend appropriate actions.

Reporting & Compliance

• Prepare accurate weekly and monthly sales reports, forecasts, and market intelligence reports.
• Ensure compliance with company policies, operational procedures, and Environmental, Health & Safety (EH&S) requirements.

Key Performance Indicators (KPIs)

• Achievement of monthly and annual sales and revenue targets.
• Team productivity and target attainment.
• Lead generation, pipeline health, and conversion rates.
• Customer satisfaction and retention.
• Sales team capability development.
• Timely submission of accurate reports.

Qualifications & Experience

Education

• Bachelor's Degree in Sales & Marketing, Business Administration, Agriculture, Agribusiness, Environmental Studies, or a related field.

Experience

• Minimum of five (5) years' experience in B2C sales within agriculture, agribusiness, renewable energy, FMCG, or a related sector.
• At least three (3) years' experience leading a field sales team.
• Proven success managing and developing a sales team of at least ten (10) sales representatives.
• Demonstrated track record of consistently achieving or exceeding sales targets.
• Experience working in rural markets.

Key Competencies

• Strong sales leadership and people management skills.
• Proven ability to recruit, train, coach, and motivate sales teams.
• Hands-on, results-driven leader with a passion for selling.
• Excellent planning, organization, and execution skills.
• Strong communication, negotiation, and interpersonal skills.
• Business development and relationship management skills.
• Analytical, proactive, and customer-focused.
• High integrity and professionalism

Must Haves:

• Minimum Bachelor's degree in Business, Sales, Marketing, Commerce, Agribusiness, or a related field
• Minimum 5 years of sales experience, preferably in agriculture, energy, financial services, dairy, rural distribution, or asset financing.
• Proven recent experience managing a direct team of at least 3–6 people.
• Must have held a Sales Manager / Territory Manager / Area Sales Manager role for at least 2 years.
• Experience in prior sales leadership role such as Field Sales Supervisor, Team Leader, Territory Supervisor, or Area Sales Supervisor.
• Strong field sales background and experience with direct sales/B2C.
• Good command of English and Kiswahili and high preference for ability to communicate

• Recruit, train, coach, mentor, and lead a high-performing field sales team.
• Set clear performance expectations and monitor achievement of individual and team sales targets.
• Conduct regular field coaching and joint customer visits to improve sales effectiveness.
• Foster a high-performance, customer-focused sales culture.
• Develop and implement monthly, quarterly, and annual regional sales plans.
• Support the team in planning and executing daily, weekly, and monthly sales and marketing activities.
• Drive achievement of regional sales, revenue, and profitability targets.
• Monitor sales performance and implement corrective actions where necessary.
• Identify and develop new business opportunities within the assigned territory.
• Build and maintain strategic relationships with farmer groups, cooperatives, financial institutions, agro-dealers, local leaders, and other key stakeholders.
• Coordinate regional marketing campaigns, demonstrations, and farmer engagement activities to drive demand.
• Ensure a healthy sales pipeline through effective lead generation, follow-up, and conversion.
• Promote effective use of CRM and other sales management tools.
• Monitor key sales metrics and provide timely performance feedback to the team.
• Maintain strong customer relationships and ensure high levels of customer satisfaction.
• Gather market intelligence on customer needs, competitor activities, and market trends, and recommend appropriate actions.
• Prepare accurate weekly and monthly sales reports, forecasts, and market intelligence reports.
• Ensure compliance with company policies, operational procedures, and Environmental, Health & Safety (EH&S) requirements.

• Sales leadership
• People management
• Recruitment
• Training
• Coaching
• Mentoring
• Sales planning
• Sales execution
• Business development
• Relationship management
• Pipeline management
• Performance management
• Customer relationship management
• Market intelligence gathering
• Reporting
• Compliance
• Communication
• Negotiation
• Interpersonal skills
• Analytical skills
• Proactiveness
• Customer focus
• Integrity
• Professionalism
• English proficiency
• Kiswahili proficiency

• Bachelor's Degree in Sales & Marketing, Business Administration, Agriculture, Agribusiness, Environmental Studies, or a related field.
• Minimum of five (5) years' experience in B2C sales within agriculture, agribusiness, renewable energy, FMCG, or a related sector.
• At least three (3) years' experience leading a field sales team.
• Proven success managing and developing a sales team of at least ten (10) sales representatives.
• Demonstrated track record of consistently achieving or exceeding sales targets.
• Experience working in rural markets.
• Minimum Bachelor's degree in Business, Sales, Marketing, Commerce, Agribusiness, or a related field
• Minimum 5 years of sales experience, preferably in agriculture, energy, financial services, dairy, rural distribution, or asset financing.
• Proven recent experience managing a direct team of at least 3–6 people.
• Must have held a Sales Manager / Territory Manager / Area Sales Manager role for at least 2 years.
• Experience in prior sales leadership role such as Field Sales Supervisor, Team Leader, Territory Supervisor, or Area Sales Supervisor.
• Strong field sales background and experience with direct sales/B2C.
• Good command of English and Kiswahili and high preference for ability to communicate