General Manager – Commercial (FMCG)

About the role

We are seeking an experienced General Manager – Commercial to lead the commercial and corporate agenda of a fast‑moving consumer goods (FMCG) business operating in Angola. Reporting to the CEO and working closely with the GM Operations, the role is responsible for revenue, profitability, sales, distribution, brand management, pricing, cash flow and corporate governance.

Key responsibilities

• Own overall revenue, gross margin and commercial P&L performance.
• Drive profitable growth across categories, channels and brands.
• Develop and implement pricing and price‑pack strategies.
• Manage trade investment and ensure strong ROI on commercial spending.
• Build a disciplined demand forecast in partnership with Operations through S&OP.
• Develop and strengthen the Route‑to‑Market (RTM) strategy across Angola, expanding distribution beyond Luanda.
• Build and manage distributor, wholesaler and key‑account networks.
• Drive numeric and weighted distribution across General Trade, Modern Trade and Key Accounts.
• Improve product availability, outlet coverage and sales‑force productivity.
• Develop strong relationships and joint business plans with major customers.
• Lead brand growth and marketing strategy across the portfolio.
• Drive ROI‑led trade marketing, promotions and consumer activation.
• Identify opportunities for new product launches, innovation and renovation.
• Ensure marketing investment delivers measurable commercial returns.
• Work closely with Finance to ensure strong financial control, reporting and cash management.
• Own trade‑credit performance, customer limits, collections and DSO.
• Maintain control over overdue receivables, working capital and FX exposure.
• Ensure statutory financial, tax and compliance requirements are met.
• Provide leadership across commercial and corporate functions, supporting talent, performance management and succession planning.
• Build strong local leadership capability and support Angolanisation initiatives.
• Oversee legal, contractual and corporate governance matters and maintain relationships with government and regulatory stakeholders.
• Promote strong ethical, anti‑corruption and governance standards across the organisation.

Required profile

• Proven experience as a General Manager or senior commercial leader in the FMCG sector.
• Strong commercial, financial and general management capability.
• Track record of delivering revenue and margin growth.
• Experience developing and executing route‑to‑market strategies.
• Background in brand and trade marketing with measurable ROI focus.
• Solid understanding of finance, cash flow, trade‑credit and regulatory compliance.
• Leadership experience managing large commercial teams and driving talent development.
• Familiarity with the Angolan market and its regulatory environment.

Required skills