Sales and Marketing Manager

About Shahy Distribution Logistic Company

Shahy Group (SGC) is a fast-growing Afghan company operating across diverse sectors including telecom sales and distribution, financial services, e-commerce, construction, logistics, tenders, security, mining, and most recently, FMCG.

The company began as a SIM distributor and quickly expanded through partnerships with major telecom operators. It later launched Shahy TopUp, a nationwide electronic recharge platform integrated with all leading telecom networks.

SGC has recently made a strong entry into the FMCG sector, focusing on the manufacturing and distribution of hygienic products, reflecting its commitment to diversification and meeting everyday consumer needs.

In addition to telecom and FMCG, SGC has delivered key government tenders in construction and logistics, earning industry recognition and awards for its consistent performance.

The group also operates Shahy Pay, a digital financial services platform offering mobile top-up, bill payments, wallet transfers, and other solutions aimed at expanding financial inclusion across Afghanistan.

Its latest initiative, Shahy Khazana, is a microfinance company designed to provide accessible credit and financial services to underserved communities nationwide.

With a strategic focus on innovation and sectoral growth, SGC continues to contribute meaningfully to Afghanistan’s economic and social development.

Job Summary

We are seeking an experienced FMCG Sales and Marketing Manager to join our dynamic team. In this critical role, you will be responsible for driving sales growth, improving brand equity, and expanding market share for our portfolio of carbonated dairy and juice product in the highly competitive FMCG market.

Duties & Responsibilities

National Sales and Marketing Strategy & Execution

• Develop and execute comprehensive sales and marketing strategies to achieve national revenue and market share goals across both direct (company-to-retailer) and indirect (via distributor) sales channels.
• Prepare detailed sales forecasts and revenue projections to guide strategic planning and resource allocation.
• Assign sales targets to regional teams and distributor-managed territories, ensuring alignment with national growth objectives.
• Ensure the achievement of sales goals, taking timely corrective actions where needed.
• Provide regular performance reports, including revenue tracking, gap analysis, and strategic recommendations.

Sales Channel Management: Direct & Indirect

• Direct Sales: Lead and manage the internal sales team covering direct-to-retailer operations, ensuring pricing consistency, retail execution, and territory coverage.
• Indirect Sales:
• Identify, recruit, and onboard new distributors in unserved or underperforming territories.
• Train distributors and their teams on sales processes, brand values, and performance expectations.
• Monitor and support distributor operations to ensure product availability, service levels, and retail execution.
• Supervise a field force responsible for monitoring distributor performance and providing market support.
• Conduct regular market visits to evaluate execution, identify gaps, gather insights, and implement improvements.

Team Leadership and People Development

• Lead a national team of ~8 regional sales supervisors and their respective teams.
• Provide coaching, guidance, and performance management to enhance team effectiveness.
• Set clear KPIs, monitor progress, and promote accountability across the sales and marketing organization.

Marketing & Brand Promotion

• Lead and execute marketing campaigns that drive brand visibility, engagement, and differentiation in the marketplace.
• Oversee the development of creative assets, including advertising, digital content, and POS materials.
• Use market data, research, and consumer insights to shape effective, localized marketing strategies.

Customer Network & Relationship Management

• Build and strengthen relationships with key stakeholders, including retailers, wholesalers, distributors, and end-users.
• Ensure consistent communication and responsiveness across all customer and channel partners.
• Evaluate and implement a CRM system to improve customer tracking, engagement, and retention.

Cash Flow and Financial Oversight

• Monitor and manage cash flow across both direct and indirect sales operations, ensuring adequate liquidity to support business activities.
• Work with finance to ensure timely distributor collections, credit control, and prevention of financial bottlenecks.
• Maintain tight oversight of distributor credit terms and inventory funding to mitigate financial risk.

Cross-Functional Collaboration & Strategic Input

• Collaborate with R&D, supply chain, and finance departments to align product development, inventory planning, and pricing strategies.
• Provide strategic insights to senior management on sales trends, distributor performance, and market challenges.
• Stay informed on FMCG industry trends, regulations, and innovations to keep the business competitive and compliant.

Job Requirements

• Master's or Bachelor's degree in Marketing, Business Administration, or a related field.
• Minimum 10 years of demonstrated success in FMCG sales and marketing, preferably in the carbonated dairy and/or juice product categories.
• Proven track record of driving sales growth, market share, and brand equity in a competitive, fast-paced environment.
• Excellent strategic planning, analytical, and problem-solving skills, with the ability to translate data into actionable insights.
• Strong interpersonal and communication skills, with the ability to effectively engage with both internal and external stakeholders.
• Proficient in utilizing data analytics tools and techniques to inform decision-making and measure the impact of marketing initiatives.
• Familiarity with relevant FMCG industry regulations, trends, and best practices.
• Adaptable and able to thrive in a dynamic, rapidly changing environment.
• If you possess the required qualifications and experience, and are passionate about the FMCG industry, we encourage you to apply for this exciting opportunity.

Submission Guideline

If you possess the required qualifications and experience, and are passionate about the FMCG industry, we encourage you to apply through the email below:

a.yasini@shahydistribution.com

Functional Area

Marketing

Countries

Afghanistan

Provinces

Kabul

Submission Email

a.yasini@shahydistribution.com

Apply Now