Head, Marketing & Sales

Head, Marketing & Sales at Services Afri 9in Limite

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Oct 26, 2026, 9:05 AM

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Services Afri 9in Ltd is a diversified company operating across different sectors: currently major in Hospitality, Consumer Goods, and Oil & Gas. In the hospitality sector, the company operates a lounge, eatery, and unisex salon, providing quality services and a welcoming experience for its customers. In the consumer goods sector, the company engages in retail and wholesale trade through its supermarket & village market operations, supplying a wide range of products to meet customers' everyday needs. The company is also involved in the oil and gas sector. Services Afri 9in Ltd is committed to delivering quality products and services, maintaining high standards of professionalism, and ensuring customer satisfaction.

We are recruiting to fill the position below:

Job Title: Head, Marketing & Sales

Location: Benin City, Edo

Employment Type: Full-time (Full-time; structured probation and performance-based confirmation)

Primary Location: KEV'S Place & More, Benin City, Edo State; responsibility across Afri-9 Group operating locations and field markets

Report to: Chief Operating Officer; executive accountability to the Managing Director / CEO

Business: Afri-9 Group / KEV'S Brand

Functional Interfaces: Value Creation & Value Delivery, Operations, Finance/Accounts, Data Analysis, Procurement, Store/Warehouse, HR/Administration, Security, ICT, Entertainment and Customer Service

Direct Reports: Marketing/Brand Lead, Sales/Business Development Lead, Customer Relationship & Retention Lead, Field Sales/Merchandising Supervisor, Key Account Coordinators, Commercial Coordinators and assigned teams

Document Status: Controlled Recruitment and Role Document - Foundation Issue 1.0

The Opportunity

The successful candidate will turn market intelligence into qualified demand, convert opportunities into profitable revenue, build lasting customer relationships, protect pricing and margin, and provide management with reliable commercial forecasts and performance evidence.

Afri-9 Group is seeking a commercially disciplined, data-led and execution-focused Head, Marketing & Sales to build and lead an integrated commercial department across Oil and Gas, Hospitality, and Consumer Goods Retail and Wholesale.

Key Accountabilities

• Strong competence in commercial strategy, digital marketing, CRM, pipeline management, key accounts, forecasting, Excel and performance dashboards.
• Lead the integrated marketing and sales strategy, annual plan, targets, budget, campaign calendar and sector-growth priorities.
• Protect approved pricing, gross profit, discount, credit, collection and sales-to-delivery handover controls.
• Demonstrable experience growing B2B and B2C revenue through multiple channels in FMCG/retail, hospitality, distribution, energy or related sectors.
• Recruit, deploy, coach and performance-manage Marketing, Sales, Relationship, Field Sales and Merchandising teams.
• Build market intelligence, customer segments, brand positioning and approved campaigns across digital, field, outlet, media, event and partnership channels.
• Minimum seven years of relevant marketing, sales, business-development or commercial-management experience, including at least three years in a leadership role.
• Own lead generation, pipeline governance, quotations, negotiation, conversion, key accounts, customer retention and repeat business.
• High integrity, executive communication, commercial judgement, team leadership, customer focus and disciplined follow-through.
• Develop Oil and Gas accounts, hospitality demand, retail traffic, wholesale customers and institutional relationships.
• Produce accurate daily, weekly and monthly reports on leads, conversion, revenue, gross profit, campaign ROI, collections, lost sales and customer feedback.
• Role Purpose
• To build and lead a disciplined commercial institution that understands the market, creates qualified demand, converts opportunities into profitable and collectible revenue, protects the Afri-9 Group / KEV'S brand and develops lasting customer relationships across all operating sectors.
• Business Context:
• Afri-9 Group currently operates in Oil and Gas, Hospitality, and Consumer Goods Retail and Wholesale. The Head, Marketing & Sales must coordinate brand, campaigns, leads, salespeople, field activity, customer relationships, quotations, commercial terms, fulfilment handovers and performance reporting as one connected system.
• Required Outcomes
• Qualified Demand
• The right audiences generate traceable leads, enquiries, visits and commercial opportunities.
• Profitable Revenue
• Sales are converted at approved price, acceptable gross margin and controlled terms.
• Brand & Customer Trust
• Communication is truthful, consistent, respectful and supported by delivery capability.
• Visible Pipeline & Forecast
• Opportunities have real customers, stages, value, next actions and honest forecasts.
• Retention & Account Growth
• Follow-up, repeat purchase, key accounts and dormant-customer recovery are managed.
• Controlled Execution
• Campaigns, discounts, credit, collections, promises and records comply with ENIL-000.
• Authority and Boundaries:
• May pause or escalate a campaign or sale where price, stock, capacity, quality, safety, regulatory, payment, brand or customer risk is unresolved.
• May not approve personal expenditure, unsupported claims, private supplier/customer arrangements or transactions in which the role has an undeclared conflict.
• May recommend customer segments, campaign priorities, channel mix, commercial targets, account plans, sales territories, staffing and improvement actions.
• May not conceal lost sales, cancellations, bad credit, campaign overspend, delivery failure, customer complaints, collection variance or false reporting.
• May exercise only the campaign, quotation, discount, credit, refund and commercial authority formally delegated to the role.
• Operating Doctrine:
• Right market. Right customer. Right promise. Right channel. Right price. Right handover. Right result. Right record.
• The role operates under Publication ENIL-000. No campaign or sale is complete until approvals, spend, leads, orders, fulfilment, collections, revenue, gross profit, exceptions and records have been reconciled.
• Commercial Strategy, Marketing & Demand Generation
• Principal Responsibilities
• Department Leadership and Commercial Strategy:
• Build the annual, quarterly and monthly Marketing & Sales plan across business units, sectors, customer segments and channels.
• Lead daily commercial huddles, weekly performance reviews, monthly management reviews and quarterly growth planning.
• Maintain the commercial authority matrix, reporting rhythm, escalation thresholds and management decision log.
• Translate corporate growth, revenue, gross-profit and customer objectives into clear targets, budgets, responsibilities and execution calendars.
• Market Intelligence, Customer Segmentation and Opportunity Development:
• Use sales data, customer feedback, complaints, lost sales and field evidence to identify growth opportunities and product/service gaps.
• Provide verified commercial insight to Value Creation, Operations, Finance and management for portfolio and investment decisions.
• Establish a disciplined system for customer, competitor, price, channel, location, demand and market-trend intelligence.
• Define target segments by need, affordability, buying behaviour, volume, frequency, location, decision process and commercial potential.
• Brand Positioning, Campaigns and Communication:
• Protect approved Afri-9 Group and KEV'S names, offers, claims, tone, visual identity, pricing and public communication standards.
• Confirm approved offer, price, stock/capacity, budget, customer pathway, responsible owner and risk controls before launch.
• Approve and control campaign briefs, content calendars, promotions, media, social platforms, WhatsApp, signage, activations and partnerships within delegated authority.
• Ensure campaign close-out reconciles spend, leads, conversion, attributable gross profit, customer response, delivery issues and learning.
• Digital, Media, Events, Activations and Visual Merchandising:
• Measure reach only as an input; manage qualified leads, cost per lead, conversion, acquisition cost and campaign ROI as primary commercial outputs.
• Direct digital marketing, social media, radio, television, podcast, public relations, event publicity, outlet activation and community outreach.
• Coordinate event capacity, security, entertainment, stock, customer flow, giveaways, data capture and incident controls with Operations.
• Ensure menus, price cards, shelf displays, food frames, signage and service points are clean, current, readable and supported by available stock.
• Customer Data, Lead Capture and Routing:
• Establish one source, one owner and one next action for every material lead or customer opportunity.
• Maintain controlled customer, lead and campaign records with appropriate access, consent, privacy and retention safeguards.
• Prevent lead leakage, duplicate records, inflated results, false customer data and untraceable campaign attribution.
• Ensure Sales formally accepts marketing-generated leads and responds within the approved service level.
• Sales Conversion, Customer Growth, Leadership & Control
• Sales Pipeline, Conversion and Business Development
• Record every won, lost, cancelled, dormant or postponed opportunity with an honest reason and corrective insight.
• Maintain a credible pipeline with named customers, current stage, estimated value/volume, probability, next action, due date and accountable owner.
• Coach sales teams on response, discovery, presentation, objection handling, conversion, upselling, cross-selling and disciplined follow-up.
• Govern the complete sales lifecycle from enquiry, qualification and needs discovery through quotation, negotiation, order, fulfilment handover, follow-up and close-out.
• Pricing, Gross Profit, Discount, Credit and Collection Discipline
• Enforce current approved price lists, quotations, volume tiers, campaign terms and margin requirements.
• Require payment confirmation through approved company channels; screenshots are supporting evidence, not final verification.
• Control discounts, bundles, free items, credit, deposits, refunds, commissions and referrals through documented approval before commitment.
• Manage commercial targets on revenue, gross profit, collection quality, credit risk and customer value - not revenue alone.
• Key Accounts, Corporate, Wholesale, Partnerships and JV Interface
• Coordinate compliance documents, quotations, contracts, purchase orders, service-level requirements, delivery and account reviews.
• Ensure special terms are based on approved commercial authority and evidence, not personal relationship or verbal arrangement.
• Develop corporate, institutional, wholesale, retailer, hospitality, fuel, partner, referral and JV opportunities through controlled proposals and account ownership.
• Build and maintain account plans for material customers, including contacts, needs, purchase history, terms, service risks, receivables and growth actions.
• Customer Relationship, Retention and Service Recovery:
• Own customer communication during service recovery while Value Delivery corrects technical or operational failures and Finance controls refunds or credit notes.
• Measure satisfaction, repeat purchase, retention, complaint closure, reactivation and customer-loss reasons.
• Establish structured follow-up for enquiries, first purchases, repeat customers, key accounts, complaints, dormant customers and lost customers.
• Sector Growth Leadership
• Sector
• Commercial Priority
• Critical Control
• Oil & Gas
• Corporate accounts, route/volume growth, repeat supply and relationship management.
• No unsupported quantity, price, credit or delivery promise.
• Hospitality
• Restaurant, lounge, bar, grill, bakery, events, reservations, upselling and loyalty.
• No promotion without stock/capacity; discounts and complimentary items traceable.
• Retail
• Availability, traffic, basket growth, merchandising, seasonal offers and customer data.
• Price, POS, collections and stock availability must reconcile.
• Wholesale
• Retailer/institutional acquisition, volume pricing, reorder and dependable supply.
• No uncontrolled credit, stock reservation, price override or delivery promise.
• People Leadership, Reporting and Cross-Functional Handover:
• Work with Finance and Data Analysis to verify revenue, gross profit, campaign spend, collection, pipeline, customer and performance figures.
• Submit accurate daily, weekly, monthly and quarterly reports, preserving all source records and unresolved exceptions.
• Require complete sales-to-Value-Delivery handovers covering customer, quantity, time, location, specification, price, payment/credit status, risk and acceptance.
• Recruit, deploy, train, coach, assess and build succession across Marketing, Sales, Relationship, Field Sales, Merchandising and Key Account roles.
• Performance & Person Specification
• Performance Scorecard
• KPI
• Management Intent
• Initial Standard*
• Reporting
• Revenue achievement
• Actual revenue against approved target by sector/business unit.
• Management target
• Weekly/Monthly
• Gross-profit achievement
• Revenue quality after COGS, discount and direct commercial concessions.
• Management target
• Weekly/Monthly
• Qualified leads
• Real prospects meeting approved qualification criteria and assigned to owners.
• Growth target
• Daily/Weekly
• Lead response time
• Time from receipt to first documented response.
• >= 95% within SLA
• Daily/Weekly
• Lead-to-sale conversion
• Confirmed sales divided by qualified leads.
• Baseline + improvement
• Weekly/Monthly
• Pipeline coverage / forecast
• Credible pipeline value and forecast reliability against target.
• Approved coverage
• Weekly/Monthly
• Repeat-customer rate
• Active customers making repeat purchases.
• Baseline + improvement
• Monthly
• Campaign ROI / budget variance
• Attributable gross profit and spend against approved campaign.
• Positive / within authority
• Per Campaign/Monthly
• Collection integrity
• Sales collections reconciled without unexplained variance.
• 100% / zero unresolved
• Daily/Monthly
• Data and close-out quality
• Complete source records, handovers, lost-sale reasons and reports.
• 100% complete/on time
• Daily/Monthly
• Initial standards are subject to confirmation after the baseline commercial audit and management approval.
• Reporting Cadence
• Daily
• Targets, campaigns, leads, visits/calls, orders, collections, follow-ups, handover risks, lost sales and decisions required.
• Weekly
• Campaign and channel performance, pipeline by stage, conversion, revenue, gross profit, key accounts, field activity, credit and corrective actions.
• Monthly
• Budget, campaign ROI, sector/business-unit results, acquisition, retention, sales productivity, discount/credit, forecast and recommendations.
• Quarterly
• Market shifts, segment economics, account portfolio, channel performance, capability and investment priorities.
• Education and Experience
• Practical experience in B2B and B2C growth, digital and field marketing, pipeline management, key accounts, retail/FMCG, hospitality, distribution, energy or comparable operations.
• Bachelor's Degree, HND or recognised professional qualification in Marketing, Business Administration, Sales, Economics, Communications, Management or a related discipline.
• Competence with CRM, Microsoft Excel, dashboards, digital analytics, quotations, pricing, forecasting and management reporting.
• Minimum seven years of relevant marketing, sales, business-development or commercial-management experience, including at least three years leading a team, channel or business unit.
• Relevant CIM, NIMN, sales, digital marketing, CRM or commercial-management certification is an advantage but does not replace proven performance.
• Required Technical Competence:
• Commercial Strategy & Planning | Targets, budgets, segmentation, channels, forecasts and growth priorities.
• Marketing & Brand | Research, campaigns, content, digital, media, activations and brand governance.
• Sales & Key Accounts | Qualification, pipeline, quotation, negotiation, conversion, retention and account growth.
• Pricing, Margin & Credit | Price discipline, discount authority, gross profit, collections and risk.
• Data, CRM & Reporting | Lead attribution, dashboards, analysis, forecasting and source-record discipline.
• People & Execution | Deployment, coaching, performance management, succession and cross-functional delivery.
• Behavioural Competencies:
• Commercial judgement; balances growth, margin, cash, capacity, brand, customer value and operational risk.
• Executive communication; converts data and field reality into clear management decisions and team instructions.
• Ownership and resilience; responds early, follows through, closes actions and remains calm under target pressure.
• Integrity and transparency; commercial pressure never overrides truth, customer dignity, evidence or authorised control.
• 90-Day Priorities, Appointment, Conduct & Approval
• First 90-Day Deliverables
• Complete a baseline audit of customers, channels, offers, prices, campaigns, team capability, pipeline, data and current performance.
• Present a 90-day commercial improvement report with verified results, gaps, risks, controls and next-stage growth priorities.
• Build priority key-account, institutional, wholesale and corporate prospect plans with named owners and next actions.
• Establish controlled customer/lead databases, campaign calendar, pipeline stages, price/authority references and reporting rhythm.
• Launch and evaluate controlled pilot campaigns and sales handovers across Hospitality, Retail/Wholesale and Oil & Gas offers.
• Train and assess commercial personnel; submit organisation, capability, target and succession recommendations.
• Appointment and Performance Conditions:
• The initial period will include a structured commercial audit, 90-day implementation mandate, documented targets and formal performance review.
• Appointment is subject to satisfactory verification of identity, qualifications, employment history, references, commercial claims and integrity checks.
• Confirmation is performance-based and subject to approved probation terms, measurable KPIs, conduct, reporting quality and management approval.
• Employment terms remain subject to the written offer, contract, approved company policy and applicable law.
• The role requires travel, field visits, early or late engagement, weekends, public holidays, events and customer/account meetings according to approved plans.
• The role may support all current and future Afri-9 Group / KEV'S operating locations, channels, partnerships, joint ventures and managed commercial activities.
• Non-Negotiable Conduct:
• No manipulation of pipeline, target dates, conversion, revenue, gross profit, campaign attribution, customer records or lost-sales information.
• No customer payment into a personal account, undocumented cash custody, hidden collection or diversion of company funds.
• No publication of unauthorised brand content, confidential information, customer data, regulatory claim or incident statement.
• No unauthorised discount, credit, free item, commission, kickback, refund, price override, private arrangement or customer promise.
• No misleading claim, fake scarcity, false testimonial, fabricated lead, order, customer, campaign result, review, receipt or performance evidence.
• No concealment of customer complaints, delivery failure, overspend, credit risk, fraud indicators, conflicts of interest or material commercial exceptions.
• No harassment, intimidation, retaliation, discrimination, violence, intoxication or public humiliation of customers, colleagues, suppliers or subordinates.
• Recruitment Selection Process
• The selection process will ordinarily include CV screening, a practical commercial-data and pipeline assessment, campaign and growth-plan presentation, panel interview, re3ference checks and management approval. Final appointment is subject to a written offer and contract; no verbal discussion constitutes emplo