Background
LevasFlor (LF) is a for-profit Swedish-owned, Mozambican forestry company operating in Sofala province since 2005. With a forest concession of 46,000 hectares of Miombo woodlands and 220 workers, it is one of the few FSC® certified companies in Mozambique’s natural timber industry for both Forest Management and Chain of Custody (FSC-C005219). LF operates well-equipped sawmills, a CCA-treatment plant, carpentry shops, and drying kilns for further wood processing. The certification requires sustainable forest management and fair salaries and conditions for all workers. LF also has reforestation and fire protection programs, with a team of rangers patrolling the boundaries against illegal loggers and poachers. LevasFlor plays a key role in the country’s shift towards sustainable forestry.
Access to Market Challenge for LevasFlor
LevasFlor faces numerous challenges in marketing its FSC-certified Msasa (lesser-known timber species) products to local (Mozambique), regional (Southern and East African countries), and international markets (primarily Northern Europe). The limited market size, low awareness of environmental degradation, low interest in certified products, and the perceived higher costs for consumers are major barriers.
In the international market, there is a misconception linking tropical timber with illegal logging that needs to be addressed. The absence of consistent media campaigns, a low-maintained website, and medium-quality presentations and brochures are additional constraints. Furthermore, Msasa’s lack of awareness, being LevasFlor’s unique 100% FSC product, is another challenge.
Currently, LevasFlor does not have a dedicated sales position, with sales being managed by general management. A systematic effort is required to focus initially on the local market and expand into regional and international sales over time.
Objective
The objective of this position/consultancy is twofold:
Sales Responsibilities
1. Market Mapping and Analysis
- Conduct Market Research: Identify key customer segments, including wholesalers, retailers, and end-users who value FSC-certified hardwood. Analyze market size, growth potential, and competition.
- Customer Profiling: Develop detailed profiles of target accounts to understand their needs, decision-making processes, and purchasing criteria.
- Market Penetration Strategy: Formulate a clear strategy to penetrate new markets, focusing on high-potential segments. Identify barriers to entry and plan tactics to overcome them.
2. Customer Engagement
- Lead Generation: Utilize networking, industry events, and digital outreach to generate leads. Maintain a pipeline of prospective customers with clear engagement plans.
- Sales Presentations and Meetings: Prepare and deliver compelling presentations to potential customers, highlighting the benefits of FSC-certified products and LevasFlor’s unique value proposition.
- Relationship Building: Develop and nurture long-term relationships with key decision-makers and influencers in target accounts, ensuring LevasFlor remains top-of-mind.
3. Sales Strategy
- Sales Planning: Develop and execute a comprehensive sales plan, including specific actions, timelines, and metrics to achieve the goal of securing three to six key accounts.
- Pricing Strategy: Collaborate with finance and production teams to develop competitive pricing structures that reflect market conditions and customer expectations.
- Negotiation and Closing: Lead negotiations with potential customers, addressing concerns and structuring deals that meet both customer needs and company objectives.
4. Account Management
- Client Onboarding: Ensure smooth onboarding of new clients by coordinating with internal teams and providing necessary support during the initial phases.
- Customer Satisfaction: Monitor customer satisfaction levels and proactively address any issues to maintain strong relationships and encourage repeat business.
- Upselling and Cross-Selling: Identify opportunities within existing accounts to introduce additional products or services, enhancing customer value and increasing sales.
5. Performance Tracking
- Sales Metrics: Track key sales metrics such as conversion rates, sales cycle length, and revenue growth. Use data to refine sales tactics and adjust strategies as needed.
- Reporting: Provide regular updates to management on sales performance, market feedback, and potential risks or opportunities. Offer actionable insights and recommendations.
Marketing Responsibilities
1. Marketing Material Development
- Assess Current Materials: Conduct a thorough audit of existing marketing materials, including brochures, presentations, and digital content. Identify strengths, weaknesses, and gaps.
- Content Creation: Lead the creation of new marketing content that effectively communicates the value of FSC-certified products. This includes writing, designing, and producing materials that resonate with target audiences.
- Visual and Brand Consistency: Ensure all materials align with LevasFlor’s brand identity, maintaining visual consistency and a cohesive message across all platforms.
2. Methodology Development
- Step-by-Step Guidance: Develop a structured methodology for creating effective marketing materials, including templates, checklists, and best practices. This should cover all stages from concept to execution.
- Integration with Sales: Ensure the methodology supports the sales process, enabling the marketing team to produce content that aids in lead generation and conversion.
- Documentation: Create comprehensive documentation of the methodology, including guidelines on product positioning, messaging strategies, and execution plans.
3. 4 Ps of Marketing Strategy
- Product: Develop strategies for product positioning and differentiation that highlight the benefits of FSC certification. Include guidelines on product descriptions, packaging, and value propositions.
- Price: Establish pricing frameworks that reflect the market’s perception of value. Conduct regular price benchmarking against competitors and adjust strategies accordingly.
- Promotion: Plan and execute promotional activities such as online campaigns, print advertising, and participation in industry events. Tailor messages to different segments and track the effectiveness of each campaign.
- Place: Optimize distribution channels, ensuring the right products are available in the right places at the right times. Explore opportunities for expanding distribution nationally, regionally, and internationally.
4. Digital Content Strategy
- Online Presence: Strengthen LevasFlor’s digital footprint by developing a robust online presence across websites, social media, and email marketing. Implement SEO best practices to increase visibility.
- Content Calendar: Create and manage a content calendar that schedules regular updates and promotions, ensuring consistent engagement with target audiences.
- Analytics and Adjustments: Use analytics tools to track the performance of digital campaigns. Use insights to refine content strategies, improve engagement rates, and drive conversions.
Expected Deliverables
- A comprehensive market map and sales plan with clear targets for securing key accounts.
- Improved marketing materials and new digital tools aligned with LevasFlor’s brand and strategic goals.
- A documented marketing methodology with step-by-step guidance for future use.
- Regular performance reports with insights and recommendations for both sales and marketing activities.
Location
The position is based in Maputo. The first month will be in Beira to get to know the team and the company.
Time
Start: 15th of October 2024. Initially a six-month consultancy, with the aim to develop into full-time employment.
Candidate Profile / Requirements
- Minimum of five years of experience in sales and marketing within the wood or closely related industry (construction, furniture).
- Interest and deeper understanding of sustainability.
- Fluent in Portuguese and proficient in English.
- Up to date with the latest software tools (design and content creation, analytics and reporting, social media management, content management systems).
- Proven experience in developing and executing successful marketing and sales campaigns.
- Strong understanding of digital marketing and social media platforms.
- Excellent communication, interpersonal, and leadership skills.
Remuneration
- Starting at 120,000 MZN, depending on the candidate’s experience. Commission on sales revenue.
Application Process
- To apply, please submit your CV and a cover letter outlining your qualifications and experienc.
Equal Opportunity Statement
LevasFlor is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
To apply for this job email your details to apply@levasflor.com
-
Expiration date: September 19, 2024
-
Location: Maputo
