Role Overview

• High-impact, revenue-generating role focused on expanding market presence of premium Malawian Arabica coffee
• Drive growth across South Africa and key international markets (Middle East, Asia, Europe)
• Engage stakeholders across the full value chain—from producers to executive decision-makers
• Operate confidently in both technical (cupping/product) and commercial (boardroom/deal-making) environments
• Act as a credible, articulate brand ambassador with strong commercial acumen

Core Responsibilities

Market Expansion & Revenue Growth

• Drive aggressive market penetration locally and internationally
• Identify and secure high-value clients (specialty roasters, cafés, distributors, bulk buyers)
• Develop and manage a strong, conversion-focused sales pipeline
• Deliver consistent and sustainable revenue growth

Strategic Sales Execution

• Lead full sales cycle: prospecting, engagement, negotiation, and closing
• Conduct high-level product presentations and cupping sessions
• Position Malawian Arabica as a premium, differentiated product
• Structure and negotiate long-term, value-driven commercial agreements

Brand & Origin Positioning

• Elevate global perception of Malawian Arabica coffee
• Represent the brand at international trade shows and industry events
• Develop and communicate compelling origin and quality narratives
• Strengthen brand positioning in competitive global markets

Relationship & Stakeholder Management

• Build and maintain strong relationships with key decision-makers and buyers
• Engage industry influencers and strategic partners
• Act as a trusted advisor on sourcing, trends, and product positioning
• Maintain long-term client partnerships

Market Intelligence & Strategy

• Monitor global market trends, pricing, and competitor activity
• Analyse data to identify growth opportunities
• Translate insights into actionable business strategies
• Enhance market competitiveness and share

Key Requirements

• Proven success in high-level sales and market development
• Experience in coffee, FMCG, or agri-commodity sectors (preferred)
• Strong knowledge of premium Arabica coffee (African origin experience advantageous)
• Demonstrated ability to develop international markets (Middle East, Asia, Europe)
• Exceptional communication and presentation skills across diverse audiences
• Strong negotiation and deal-closing ability
• Professional, confident, and highly personable
• Ability to build trust and influence stakeholders quickly
• Self-motivated, disciplined, and results-driven
• Willingness and ability to travel extensively (local and international)

Preferred Profile

• Experienced professional with a strong commercial presence
• Natural ability to build and maintain high-value relationships
• Passion for coffee, quality, and origin-driven storytelling
• Background in roasting, cupping, or café operations (advantageous)
• Demonstrates a blend of:
• Tenacity
• Sophistication
• Charisma and interpersonal appeal

Success Indicators

• Rapid expansion into targeted international markets
• Consistent revenue growth and increased client acquisition
• Strong positioning of Malawian Arabica as a premium, recognised origin
• Establishment of long-term, high-value global partnerships