Head of Retail Operations & Sales (Downstream)

Job description

The successful candidate will be responsible for leading the entire Company’s retail outlets’ operations management, expansion drive, and optimization. You will oversee the complete retail operations and sales of MEA’s high volume retail fuel stations; and ensuring exceptional customer service, operational efficiency, safety compliance, and profitability while leading a team of retail associates across all regions. This role will also involve developing strategies for expanding the retail station networks across the regions, managing dealer networks, implementing marketing strategies, and maintaining strong relationships with industry regulatory bodies. Securing of Profitable Retail Stations & Business Development Activities: Actively source and secure high potential retail stations in strategic locations for company acquisition/leasing with a minimum performance target of 15 retail stations by the end of Q4 2025., while new performance targets will be set for subsequent years. Perform market intelligence on choice locations to facilitate the company brand image. Perform profitability analysis on new locations. Prepare and monitor budgets in accordance with retail expansion forecasts. Recommend innovative ways to increase sales and last-mile delivery to customers. Operations Management: Manage and oversee daily retail station operations ensuring compliance with company policies, procedures and regulatory requirements. Ensure 100% product availability (fuel, AGO, lubricants, LPG) with proper inventory management. Manages the daily Product Programming (Replenishment) Request for all Retail Stations Monitors retail stations’ inventory reports to ensure products are always available at Retail Station and accounted for (i.e., overages / shortages explained). Ensures that Stations are adequately and promptly funded to meet their daily operational expenses. Implement visual merchandising standards for the convenience store. Oversee equipment maintenance (dispensers, tanks, POS systems). Manage shift scheduling for 24/7 operations. Ensure professional excellence in customer service delivery at all retail stations. Financial Performance: Achieve monthly sales targets for fuel and non-fuel products. Control operational costs (energy, shrinkage, labor) within budget. Establish daily cash management and banking procedures. Analyze sales reports to identify growth opportunities. Team Development: Recruit, train, and supervise station supervisors and attendants in all stations as may be required. Conduct weekly team meetings and performance reviews. Drives the training of station staff towards ensuring compliance with defined operations, service, and safety standards. Implement incentive programs to drive sales performance. Customer Service: Implements measures to effectively track and address Retail Customer feedback and complaints. Maintain NPS (Net Promoter Score) above industry benchmark. Provide exceptional customer service and ensuring customer complaints and concerns are timely addressed and in a professional manner. Implement loyalty programs and promotions. Ensure retail attendants are trained in manner of delivering excellent customer service. HSSE Compliance: Ensures that Station Regulatory documentations (e.g., Permits, Licences, Certificates, Statutory Payments) are up to date. Enforce strict safety protocols (fuel handling, fire prevention). Conduct monthly safety drills and equipment checks. Ensure full compliance with NMDPRA, SON, and environmental regulations. Customer Feedback: Gathering feedback from customers and using it to improve products, services, and sales strategies. Site Maintenance: Maintain impeccable station cleanliness (forecourt, shops, restrooms). Monitors Stations appearance to ensure compliance with MEA brand uniformity and standards. Oversee landscaping and exterior appearance. Manage third-party vendors (cleaning, security). Financial Management: Prepare and manage depot sales budget. Monitor profitability of depot accounts. Ensure timely collections and credit control Academic Qualification: Bachelors degree in relevant field, MBA is added advantage. Skills/Competencies: Strategic Retail Network Expansion & Acquisition Multi-site Operations Leadership & Profitability Optimization Contract Negotiation & Stakeholder Engagement Regulatory Compliance & HSE Leadership Financial Management & Cost Reduction Strategies Team Leadership, Mentoring & Talent Development Risk Management & Business Continuity Planning Inventory Management Cross-functional Team Leadership & Performance Management Customer service excellence. PERFORMANCE METRICS Key Performance/Result Areas Performance Measures Drive Retail Outlets' Expansion and Optimization Secure and onboard a minimum of 5 new profitable retail stations monthly. Sales & Revenue Performance- Drive fuel and non-fuel product sales across all managed stations. Monthly sales volume— Total litres of PMS, AGO, and LPG sold across stations- to be measured by litres sold vs target. Sales growth Rate- Percentage increase in total sales volume or revenue vs previous month/quarter. Average daily sales per station- Sales performance per station. Sales target achievement- Percentage of target sales achieved Margin per litre/profit per station- Profitability after operational costs. Nonfuel revenue growth- Growth from lubricants, convenience store etc. Retail Unit Planning & Coordination To be measured by- Status updates and key station in progress reports for stations under renovation and upgrade. Seamless coordination of regional managers and retail station activities. Financial Performance & Cost Control- Enhance profitability by managing station operational and overhead costs effectively. Gross profit margin- Profitability after cost of goods sold. Operating Expense ratio- Efficiency in managing overheads (wages, diesel, utilities). Cash management accuracy- Accuracy and timeliness of cash reconciliation. Variance between actual and expected revenue- Accuracy of daily sales remittance and deposit tracking. Shrinkage/theft loss rate- Product or cash loss due to pilferage or fraud. Operational Efficiency- Ensure optimal station uptime, product availability, and process efficiency. Station uptime rate- Stock-out -incidence- Number of days stations ran out of any product. Product delivery timelines- Percentage of product deliveries made on time. Loss Control/Product Variance- Difference between loaded vs sold quantities. Pump efficiency/ calibration compliance- Pumps properly calibrated and operational. Percentage of time stations are operational (no downtime due to power or pump issues). Station Maintenance- Timely preventive maintenance completion. Business Growth & Market Development- Expand market share, improve dealer relationships, and grow sales footprint. Station expansion/upgrade rate- Number of new or improved stations opened. Market share growth (regional)- Increase in market coverage or territory sales. Dealer relationship score- Feedback from dealers on operational and sales support. New commercial accounts/fleet clients- New bulk buyers or commercial partnerships secured. Promotional campaign effectiveness- Impact of local marketing or promotions. HSE & Regulatory Compliance- Ensure all stations operate safely and within regulatory frameworks Compliance with NMDPRA requirements- Achieve 100% retail station permits and licenses and ensure they are timely obtained and renewed without sanctions or penalty. HSE compliance score- Level of compliance with HSSE requirements and Conformance to statutory safety standards. Number of safety incidents, audit reports, compliance scores. Regulatory inspection pass rate- Successful compliance with all NMDPRA, Fire Service, or DPR regulations with zero penalty. Safety equipment readiness- Fire extinguishers, spill kits, and signage up to date. Station Lease Documentation Ensure complete documentation of all leased stations are received from station owners in compliance with NMDPRA and other regulatory requirements. Customer Service & Brand Experience- Improve customer satisfaction and ensure a consistent brand experience at all outlets. Customer satisfaction index- Rating from surveys or customer feedback, repeat customer rate. Customer complaint resolution rate- Speed and success of handling customer issues. Brand standard compliance- Adherence to branding, uniform, signage, and cleanliness guidelines. Customer loyalty-Measured by repeat customer rate/ratio. Measure of customer loyalty. People & Performance Management- Build a motivated, disciplined, and productive team. Ensure station managers, accountants, supervisor, customers attendants and security personnel are recruited, trained and onboarded. Performance & Supervision- Coordinate retail staff across regions, set KPIs, and conduct regular performance review and foster a performance driven and customer-focused culture. Attendance & punctuality- Level of employee discipline. Personnel retention- Stability of station workforce Personnel productivity- Sales generated per staff member. Personnel training- Frequency and quality of staff training sessions. Quarterly KPI Target/Focus Areas Retail outlet expansion Secure 5 retail stations monthly Sales target achievement ≥ 100% Station uptime rate ≥ 95% Gross profit margin % margin to be determined Product variance ≤ 0.3% Customer satisfaction index ≥ 85% Cash reconciliation accuracy 100% Operational efficiency/monitoring ≥ 90% Regulatory & HSE compliance 100% Personnel performance monitoring & recruitment ≥ 90% Competitive remuneration. Our client is a multinational oil and gas trading group with a presence in Africa, Asia, and the Middle East. With over a decade of expertise in petroleum product trading and marine logistics, they have established themselves as industry leaders. The company provides a world-class working environment and a competitive remuneration package designed to attract and retain top talent in the sector. Our Client seeks an experienced and driven Head of Retail Operations & Sales to drive operations and revenue growth by developing and executing strategic sales initiatives, targeting corporate clients, institutions, and large accounts. This role leads a high-performing sales team to achieve ambitious targets while maintaining profitable customer relationships in Nigeria's competitive landscape. The role is based in Lagos, Nigeria.