Head of Convenience - Africa

Westfalia Fruit is a leading multinational supplier of fresh fruit and related value-added products to global markets. Through our vertically-integrated supply chain we grow, source, ripen, pack, process and market quality avocadoes & fresh produce – 365 days a year & across the globe.

With the largest avocado-growing footprint in the world, we are recognised as the leading #avo experts and considered as the supplier of choice to both retail & wholesale customers whom we serve from sales offices in the UK, Europe, North America, Latin America & Southern Africa.

Westfalia Fruit Marketing, situated in Midrand, has a vacancy for a suitably qualified and experienced: Head of Convenience - Africa

Requirements

Purpose of the role:

The Head of Convenience – Africa is responsible for leading all commercial aspects of Westfalia’s Convenience business (including guacamole, avocado pulp, IQF, Dried Mango and related value-added products) across the African region. Reporting directly to the Global Director of Convenience, the role owns the regional P&L for the Convenience portfolio and is accountable for the development and execution of commercial, marketing, and business growth strategies across retail, food service, and industrial channels.

This position is a critical bridge between the Global Convenience function and the local Customer and Supply Chain teams, ensuring regional alignment with the global Convenience strategy while driving local execution excellence. The Head of Convenience – Africa will also work in close collaboration with the Customer Director for Developing Markets, Market Unit Directors, and Supply Chain and Operations colleagues to ensure the business meets profitability, innovation, and customer satisfaction targets.

Key Responsibilities:

Commercial Strategy & Leadership

• Lead the development and implementation of the regional Convenience commercial strategy in alignment with the global Convenience vision and priorities.
• Define and deliver the P&L growth plan for the African region, including revenue, margin, and cost-to-serve targets.
• Monitor business performance using key metrics (EBITDA, market share, customer profitability, and gross margin).
• Drive accountability for commercial excellence through performance tracking, pipeline reviews, and forecast accuracy.

Customer & Market Development

• Build and manage strategic relationships with major retail, food service, and industrial customers within Africa and adjacent markets.
• Collaborate with the Customer Directors who oversee the broader fresh business, ensuring a unified approach to key customer accounts.
• Identify and secure new customers and distribution opportunities to expand market presence across African regions.
• Represent Westfalia Convenience at trade events, customer meetings, and industry forums to promote category leadership.

Category & Innovation Leadership

• Partners with Global Convenience Marketing and Innovation Teams that will tailor product offerings for local markets, ensuring relevance and differentiation.
• Contribute to the global innovation pipeline by providing market feedback, competitor insights, and emerging consumer trends from the region.
• Develop launch plans and go-to-market strategies for new products, ensuring commercial readiness across all channels.

Cross-Functional Collaboration & Operational Alignment

• Work closely with Supply Chain, Operations, and Quality teams to ensure consistent availability, quality, and service levels across all Convenience products.
• Partner with Operations & Sourcing (FOS) teams to ensure alignment on raw material supply, production capacity, and yield optimisation.
• Liaise with Finance to develop accurate forecasts, investment proposals, pricing strategies, and cash management
• Collaborate with People & Culture to build a high-performing regional Convenience team with clear capability development plans.

Financial & Commercial Performance Management

• Own regional pricing architecture and cost management, ensuring sustainable profitability, working in collaboration with the Global Portfolio & Product Manager.
• Oversee sales forecasting, budgeting, and performance reviews across the regional portfolio.
• Lead negotiation of key customer contracts, pricing models, and promotional investments.
• Ensure compliance with corporate governance, commercial policies, and ethical standards.

Leadership, Capability & Culture

• Build, lead, and mentor a regional Convenience commercial team that reflects Westfalia’s values of Integrity, Innovation, Inclusivity, Excellence, and Wellbeing.
• Embed a customer-led, people-driven, and future-fit culture that aligns with the global strategy.
• Foster collaboration across regional and global teams to share best practice and drive continuous improvement.
• Serve as a key regional ambassador for the Convenience business, championing its growth and integration within Westfalia’s broader portfolio.

Education:

• Bachelor’s qualification in Business, Marketing, Food Science, or a related discipline essential
• Master’s degree (MBA or equivalent) preferred.

Experience:

• Minimum 10 years’ experience in commercial leadership roles within FMCG, fresh produce, or food manufacturing environments.
• Proven experience managing value-added or convenience product portfolios.
• Strong track record in regional business development, P&L management, and customer relationship management.
• Experience working in African markets, with exposure to both export and domestic commercial structures.
• Demonstrated success leading cross-functional teams (commercial, supply chain, marketing, operations).
• Deep understanding of food production, processing, and value-added product lifecycles.
• Strong financial acumen, with the ability to interpret P&L statements and drive profit improvement initiatives.
• Skilled in contract negotiation, channel development, and pricing strategy.
• Knowledge of key African retail and foodservice markets, distributors, and regulatory environments.
• Competent in Microsoft Dynamics 365, Power BI, and CRM tools.

Behavioural Competencies:                              

• Entrepreneurial mindset with a bias for action and growth.
• Culturally agile, with the ability to operate across diverse markets and stakeholder groups.
• Collaborative leader who builds trust across functions and geographies.
• Strong strategic and analytical thinker, able to translate data into actionable insights.
• Passionate about sustainability, innovation, and customer-led growth.
• Excellent communicator with strong influencing skills.

Benefits

The Company offers a Total Guaranteed Remuneration Package which comprises provident fund, insured benefits, medical aid and an option to structure an annual bonus.

Closing date for applications will be 02 December 2025.

NB: Should you not receive correspondence by 31 January 2026, please regard your application as being unsuccessful.