Wholesale Sales Representative

BACK TO ALL VACANCIES

Role: Wholesale Sales Representative
Employer: Capitol Foods SL
Reports to: Sales Director
Application Deadline: January 30, 2026
Location: Grafton Head Office and Freetown, Sierra Leone

 

Application Instructions: Submit CV and Cover Letter to info@afriqia-solutions.com with “Wholesale Sales Representative” in Subject Line.

 

About Company 

Capitol Foods was established in 2013 and emerged as a dedicated force in Sierra Leone’s agricultural landscape. More than a company, it embodies a commitment to nurturing lives and empowering local farmers by producing premium cocoa and fruit products The company promotes sustainable practices-achieving certifications such as Organic EU & NOP and Free Trade, fair partnerships, and market access, fostering economic growth. Their vision is a thriving, interconnected ecosystem where quality sustains communities and communities nurture quality. ​​

 

Key Purpose

The Wholesale Sales Representative is responsible for growing revenue and distribution for Capitol Foods’ cocoa and fruit-based beverages and products through disciplined field execution, excellent customer service, and accurate reporting. This role suits a proactive, target-driven sales professional with multicultural experience in Wholesale / B2B selling, and practical coordination across delivery, merchandising, and collections.

We welcome applications from Sierra Leonean nationals and international candidates who are currently resident in Sierra Leone.

 

Duties and Responsibilities 

Customer & Key Account Management

  • Build, maintain, and grow relationships with key customers and businesses (e.g., wholesalers, distributors, retailers).
  • Maintain a structured visit plan, consistent follow-up, and high service standards to drive repeat orders and retention.
  • Identify and develop new accounts and route-to-market opportunities aligned with company priorities.

 

Sales Execution, Forecasting & Reporting

  • Deliver weekly and monthly sales plans to meet or exceed agreed targets.
  • Capture orders accurately, track deliveries, and provide reliable forecasts based on pipeline and outlet demand.
  • Maintain accurate, timely records of customer interactions, orders, and field activities using the company’s CRM or reporting tools.

 

Product Knowledge, Promotion & Activation

  • Demonstrate strong knowledge of Capitol Foods products and clearly explain product benefits and usage to customers.
  • Support promotions, tastings/demos, and in-outlet activations in coordination with the marketing team.
  • Ensure visibility and point-of-sale execution in priority outlets where applicable.

 

Negotiation & Commercial Agreements

  • Negotiate pricing and terms within company guidelines, ensuring strong margins and sustainable customer relationships.
  • Support contract renewals and manage expectations on pricing, promotions, and service levels.

 

Coordination, Service Recovery & Collections Support

  • Coordinate with operations/logistics to confirm product availability, delivery schedules, and timely order fulfilment.
  • Act as the first point of contact for client concerns and resolve issues related to delivery, quality, or service promptly.
  • Work closely with finance/credit (where applicable) to support collections and manage credit terms responsibly.

 

 Market & Competitor Intelligence

  • Monitor competitor activity, pricing, and market trends; identify new opportunities and customer needs in the sector.
  • Share actionable market insights with the Sales Manager and marketing teams to improve offers and execution.

Qualifications & Experience

  • Diploma or Bachelor’s degree in Business, Marketing, Sales, or related field (or equivalent practical experience).
  • 3–5 years of relevant sales experience in Wholesale/B2B, preferably in FMCG, beverages, food products, hospitality supply, or on-trade channels.
  • Experience managing distributors, wholesalers, and key accounts is strongly preferred.
  • Demonstrated ability to negotiate, build relationships, and consistently deliver targets in a field-based role.
  • Strong understanding of wholesale pricing, trade terms, route-to-market, and outlet execution
  • Comfortable with field work; company vehicle and driver provided for field visits.
  • Working knowledge of MS Office; CRM experience is an advantage.
  • Strong English communication skills; Krio is an advantage for local market execution.

 

Skills and Competencies

  • Customer focus and service mindset
  • Negotiation and influencing
  • Planning and disciplined execution
  • Problem solving and service recovery
  • Data-driven reporting and forecasting
  • Team collaboration and accountability