Head of Commercial – Sales, Distribution and Marketing

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Role: Head of Commercial – Sales, Distribution and Marketing
Organisation: The Betts Insurance Limited
Location: Freetown, Sierra Leone, with nationwide travel
Role type: Full-time
Reports to: Managing Director
Application deadline: November 1st, 2026

 

Application Instructions: Submit your updated CV and Cover Letter to info@afriqia-solutions.com with “Head of Commercial” in Subject Line.

 

Company Overview

The Betts Insurance Limited is Sierra Leone’s first licensed Insurtech company authorized by the Sierra Leone Insurance Commission (SLICOM). 

It offers general insurance underwriting across four primary classes: Motor, Fire, Marine and Miscellaneous. The Betts Insurance blends local insurance expertise with modern technology, utilizing digital channels, strategic distribution partnerships, and tailored products designed specifically for the local Sierra Leonean market. 

The company aims to build a trusted, accessible and technology-enabled insurance business serving individuals, businesses and institutions through corporate relationships, professional intermediaries, field-based sales and digital channels.

 

Role Purpose

The Betts Insurance Limited is seeking an experienced commercial leader to build and lead its sales, distribution and marketing function.

Reporting to the Managing Director and working closely with the Founders and Board, the successful candidate will develop the company’s commercial strategy, win new business, build sales teams and channels, and drive customer acquisition, retention and renewal.

This is a hands-on leadership opportunity for someone who can combine strategic direction, turn opportunities into measurable results, develop business beyond existing Group relationships and use available resources strategically. 

 

Key responsibilities

The Head of Commercial will:

  • Develop and execute the company’s sales, distribution and marketing strategy, with clear targets for premium generation, revenue, customer acquisition, channel performance and profitability.
  • Recruit, train and lead field agents, corporate business development staff and sales-support teams with management and HR; build strong service and performance standards.
  • Originate new business, acquire accounts, and develop approaches for niche customers alongside existing Group opportunities.
  • Build corporate and institutional business by engaging senior decision-makers, developing commercially sound proposals and converting relationships into sustainable accounts.
  • Establish and manage productive agency, brokerage, referral and strategic-partnership channels across Sierra Leone.
  • Identify unmet customer needs and new product opportunities; work with technical specialists and partners to develop viable propositions and bring them to market.
  • Build practical sales systems and use CRM, digital channels and data to manage pipelines, improve conversion and report credible results.
  • Lead marketing that supports measurable sales, cross-selling and retention; maintain ethical selling, service quality and confidentiality.

 

Qualification and Experience: 

The successful candidate should bring:

  • A relevant degree or equivalent professional development supported by substantial commercial experience.
  • At least eight years of progressive experience in sales, distribution, marketing or business development, including significant responsibility for teams, channels and commercial results.
  • Measurable achievements in personally originating business, securing corporate accounts, building sales teams and developing productive distribution or partnership channels.
  • Experience launching or expanding products across multiple locations with sound judgement on customer needs, market opportunities and commercial returns.
  • The ability to build systems and teams, prioritise expenditure and deliver growth; strong negotiation and senior level communication skills and the ability to establish credible relationships with customers and partners.
  • Practical use of CRM, sales data and digital channels to improve acquisition, conversion, cross-selling and retention.
  • The willingness to work in Freetown and travel nationally, taking direct responsibility for building and leading a new commercial function.

Insurance experience is desirable. Applicants who are accomplished commercial leaders from banking, telecommunications, fintech, FMCG and other sectors with relevant sales and distribution experience are encouraged to apply. 

Strong Sierra Leone market knowledge and relevant relationships are highly valued. All applicants should demonstrate relevant market understanding and a credible approach to building productive local relationships.

 

Why consider this opportunity?

The role offers the opportunity to:

  • Build a commercial function and shape its systems, teams and performance culture;
  • Influence the company’s sales, distribution, product development and market-growth strategy;
  • Work directly with the Managing Director, Founders and Board; and
  • Help develop a technology-enabled insurance business focused on customer needs and sustainable growth.