Area Sales Managers (ASM) - Premier Poultry



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Job Description: Responsibilities & Requirements


Premier Poultry aims to be the leading smallholder-focused poultry company in Ghana. Our purpose is to make rural households healthier and wealthier, and we achieve this by supplying them with high-quality, vaccinated, brooded, and affordable improved dual-purpose chickens. 
Premier Poultry is backed by reputed international investors with a proven track record of success in the poultry industry, including market-leading enterprises in Ethiopia (EthioChicken), Rwanda, and Uganda (Uzima). 

Job Description

Report to: Regional Sales Manager

We are seeking to employ highly motivated, passionate, committed, result-oriented and self-driven professional to help us establish our presence in the rural and urban communities across the country.


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The Area Sales Manager (ASM) is responsible for managing the advertised regions of Ghana, which includes developing the team of sales Representatives who consistently grow day-old chick sales within their territories. The ASM position demands a high level of professionalism, commitment, passion and motivation, as well as requires intensive travel on field. This position requires a very independent consistent result-oriented individual with initiative, high energy, judgment, and an ability to work under pressure to meet set target and deadlines.

Job Responsibilities

A. Team Development and Management

  • Launch new territories; recruit Village Ambassadors (VAs) and Agents
  • Identify, recruit, onboard and train high performing Sales Representatives where needed
  • Manage Sales Representatives to achieve day-old chicks (DOCs) order targets and KPIs through supervision, training, and coaching
  • Enable Sales Representatives to identify, train, and manage Village Ambassadors and Agents
  • Assist Sales Representatives in establishing personal contact and rapport with top echelon decision-makers in the local community
  • Hold regular meetings with Sales Representatives, Village Ambassadors, and Agents to share experiences, solve challenges, and offer guidance on how to drive sales
  • Remove and replace underperforming Sales Representatives in a timely manner; follow Premier’s talent protocols
  • Travel frequently throughout assigned district(s) to support team, with the goal of expanding the market and growing sales

B. Sales Planning & Activity

  • Develop specific, day-by-day plans to hit DOC sales targets and ensure DOC sales growth by establishing firm foundation of Agents and Village Ambassadors
  • Collaborate with Sales Manager to develop sales strategies to grow market
  • Ensure sufficient supply of month-old birds in each district(s)
  • Conduct market and competitive assessment and recommend any required change in tactics and strategies (e.g., pricing, product, marketing)
  • Accurately forecast annual, quarterly, and monthly sales for his/her district (s) to inform production planning

C. Technical Follow-Up

  • Train Sales Representatives on technical poultry content relevant for smallholders, Village Ambassadors, and Agents. Topics include brooding, feed management, vaccination, record keeping, biosecurity, disease diagnosis and treatment
  • Assess and report on disease prevalence within your cluster to the Sales Manager
  • Conduct technical follow up as needed to support clients


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D. Monitoring & Evaluation

  • Monitor and report weekly and monthly DOC orders from Agents
  • Monitor and report VA performance (e.g., orders per week)
  • Identify and resolve Agents and smallholder complaints

E. External Relations

  • Introduce Premier poultry to local government and stakeholders when expanding into new territory
  • Inform management of updates in local regulations or policies that affect our business
  • Represent the company on all sector related meetings and activities within assigned district(s)

Key Performance Indicators

The success of Sales Representatives

  • # Of day-old chicks sold
  • # Of VAs in territory & average order size per VA
  • # Of agents & average order size and cycle time per agent

Qualitative KPIs:

  • Team management and coaching
  • Communication skills
  • Sales planning and forecasting

Required Skills or Experience

Recommended Qualifications

  • No experience required, recent graduates are welcome
  • Recommended: Bachelor’s degree/higher diploma in animal production, animal health, agro economics, veterinary and related fields.

Locations: Central, Greater Accra, Savannah, Upper East, Ashanti, Eastern, Western, Bono East and Volta Regions


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