Sales & Marketing Manager

TruLuv Granola is an artisanal, all-natural snacks company based in Addis Ababa, Ethiopia. Founded in 2016 as a female-led business, we create healthy snacks featuring unique Ethiopian ingredients like coffee, berbere, white honey, and teff. We aim to sustainably source from local smallholder farmers and empower Ethiopian women through employment. At TruLuv, we are at an exciting stage of growth—expanding our sales locally and exploring opportunities for export.

The Role
We are looking for an energetic and results-driven Sales & Marketing Manager to lead the growth of TruLuv’s sales. This role includes our growing our sales through existing supermarkets, minimarkets and hotels, but the key priority for the role is to grow the distribution and sales of our new products through the vast suq market of Addis Abeba, developing retail partnerships and building strong customer relationships.

While marketing is a component of the position, your primary goal will be to boost sales, expand product availability, and exceed revenue targets. You will also play a key role in promoting TruLuv products at events, driving in-store visibility, and developing retail-focused marketing strategies.

You’ll work closely with the CEO and take ownership of achieving sales goals while ensuring TruLuv’s presence grows across Addis Ababa and beyond.

Core Responsibilities

Sales & Distribution

• Develop and implement sales strategies to increase product availability and achieve revenue targets.
• Identify, approach, and onboard new retail suq outlets, distributors, and other sales channels.
• Regularly visit existing customers (shops, distributors, and bazaars) to strengthen relationships, check stock levels, and promote products.
• Actively seek out new customers and sales opportunities through regular fieldwork.
• Collaborate with Supply chain to ensure efficient product delivery and availability.
• Identify and attend bazaars, exhibitions, and sales events to sample, promote, and sell products.
• Gather customer feedback to identify opportunities for growth and address challenges.

Marketing Support

• Develop retail-focused marketing strategies that drive product awareness and support sales growth.
• Support digital marketing efforts by contributing to content ideas and campaigns.
• Maintain an active presence on social media by engaging with customers, responding to inquiries, and sharing updates.
• Plan in-store promotions, sampling sessions, and training for retail teams to improve product knowledge.
• Analyze market trends and competitor activities to identify new opportunities.

Reporting & Management

• Provide regular reports on sales performance, market data, and key insights.
• Train, manage, and motivate the sales team to meet objectives.
• Collaborate with the GM and internal teams to align sales strategies with overall business goals.

Why You’ll Succeed
You’re a results-driven sales expert who knows the local market and can deliver growth.

Why You’ll Luv This Role
You’ll make an impact, own your work, and see real results in a supportive team.

Employer: TruLuv Granola (TruLuv Trading PLC)
Location: Addis Ababa, with regular travel within the city

• Bachelor’s degree in business, marketing, or a related field.
• 5 years of sales experience, particularly in retail suq sales and distribution.
• Proven track record of meeting and exceeding sales targets.
• Strong experience in building relationships with retailers, distributors, and customers.
• Excellent negotiation, communication, and interpersonal skills.
• Ability to work independently, prioritize tasks, and deliver results under pressure.
• Good knowledge of Addis Ababa’s retail market and general trade landscape.
• Experience in managing a sales team is a plus.
• Strong organizational and time management skills.
• Proficiency in Amharic and English (spoken and written).
• Alignment with TruLuv values: going above & beyond, being down-to-earth, open communication, and compassion.