When Amara Obrifor graduated with a degree in Biochemistry, her sights were set on working in the Quality Assurance Department of any firm. In fact, when she applied to Procter & Gamble Nigeria back then, it was for a job in their Quality Assurance Department, but things took a different turn as her interviewers felt she would be more suited for the sales department. Though she didn’t like the idea of sales as she had no knowledge of what it entails, but she was talked into it by the firm’s then Director of Sales. That step has turned out to be divinely crafted, for Amara has since then been excelling in the sales field, becoming an enigma. Today, she is the National Sales Director of GB Foods Nigeria, a multinational company with headquarters in Barcelona, Spain.

Can you share a bit about your early career and what inspired you to enter the field of sales?

At the outset of my career, my future direction was not entirely clear. My high school education exposed me to a range of subjects, but it was my passion for the sciences and analytical thinking that guided my decision to pursue a degree in Biochemistry at the prestigious University of Benin.
During my undergraduate studies, a pivotal experience came from my industrial training at Seven-Up Bottling Company. This period was instrumental in sparking my interest in the corporate world. Although my initial inclination was toward a career in quality assurance, where I felt my academic background would be most applicable, my career path took an unexpected turn.
After completing my NYSC, I applied to Procter & Gamble Nigeria. Despite my initial goal of joining the quality assurance department, I was informed during the interview process that there were no current openings in that area. However, the directors, impressed by my test results, suggested that my skills and potential would be well-suited to a role in sales.
Although I had no prior experience in sales and was initially reluctant, a conversation with the sales director provided new insights. His practical approach and persuasive argument about the opportunities within sales were compelling. I realized that effective salesmanship involves the same persuasive skills I had observed in our discussion.
Embracing this opportunity, I excelled in my role, achieving significant results in my first year and earning a promotion to head a region by the following year. Nearly two decades later, my career has been deeply rooted in sales and commercial roles, which continue to invigorate me with new challenges and opportunities.
This journey has reinforced the value of adaptability and openness to new possibilities in career development.

Can we have insights into your background?
I am currently the National Sales Director at GB Foods Nigeria, a prominent global food company headquartered in Barcelona, Spain. In this role, I lead a team of 700 sales professionals, ensuring the execution of effective route-to-market strategies and seamless sales operations. Our objective is to deliver high-quality products efficiently to retail outlets and ultimately to the end consumer.
My career began as a Key Account Manager at Procter & Gamble Nigeria, where I managed key accounts in Eastern Nigeria. I then advanced to the role of Regional Sales Manager, overseeing operations across various regions of the country. Following this, I was entrusted with the responsibility for National Corporate Market Strategy & Planning for Nigeria and subsequently promoted to lead that department.
I later transitioned to the pharmaceutical industry as the Pharmacy Channel Lead for Sub-Saharan Africa with AstraZeneca. This experience further refined my strategic and leadership capabilities. I joined GB Foods as the Business Development Director before being appointed to my current role as National Sales Director.
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What were the challenges you’ve had in the profession and how have you managed to tackle them?
As the National Sales Director at GB Foods Nigeria, I encounter a range of challenges daily. These range from designing plans to company’s objectives, developing strategic relationships with clients/customers, and ensuring profitable growth of the business.
Sales is a demanding profession, often requiring extensive travel and a high level of skill in selling and negotiation. The nature of the role demands a delicate balance of strategic vision, operational efficiency, and result-driven leadership.
To effectively manage these challenges, I focus on several key strategies:
Communication: I emphasize the importance of strong communication by holding regular virtual meetings with my team. This ensures alignment and engagement, and I conduct frequent performance reviews to keep everyone on track and adjust our strategies as needed.
Client Management: Given the dynamic nature of the role, I prioritize maintaining flexibility with client interactions. I ensure availability and responsiveness while upholding professional boundaries and integrity.
Support Systems: My professional approach is bolstered by a robust support network, particularly my spouse, whose encouragement has been pivotal in my career. His unwavering support, embodied in his mantra “Go for it!”, coupled with my dedication to balancing Faith, Family, and Career, empowers me to handle professional demands effectively.
Additionally, I focus on providing constructive feedback, celebrating team achievements, and creating opportunities for professional growth. Through these practices and support systems, I manage to balance the complex demands of my role while striving for excellence in all aspects of my life.
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Who and who have been most influential on your life and career?
Throughout my career, I have been fortunate to be influenced by numerous managers, mentors, sponsors and inspirational figures, each contributing valuable lessons in both personal and professional realms. However, two individuals have been particularly pivotal in shaping my career.
The first is my initial manager in the corporate world. She was a tremendous source of inspiration and played a crucial role in encouraging me to take on new challenges. Her support in overcoming impostor syndrome and her ability to recognize and celebrate my achievements were instrumental to my growth. Her consistent affirmation and encouragement, encapsulated in her words, “You did it! I’m proud of you and I knew you could do it,” have had a lasting impact on my confidence and professional development.
The second influential figure is my current manager, from whom I continue to learn and grow. He has extended the opportunities and support to keep making progress. His leadership and insights have significantly enriched my understanding and approach to various aspects of my role.
Both individuals have profoundly shaped my career trajectory and have been invaluable in my journey toward excellence.

You have led the Sales Business for different companies in African emerging markets. How do the business environments and challenges differ between these countries, and how do you tailor your strategies accordingly?
Throughout my career, I have led Commercial operations in various emerging markets across Sub-Saharan Africa, managing large and diverse teams. Each market presents its own unique set of challenges and opportunities, driven by distinctive cultural nuances and differing business environments.
This diversity requires a high degree of adaptability and flexibility in tailoring strategies to meet the specific needs of each market. Challenges such as communication gaps, varying working styles, and differing expectations from teams can arise. To address these, it is crucial to develop a deep understanding of each market’s dynamics, business drivers, and cultural context. By leveraging this insight, I craft market-specific solutions that align with local conditions, ultimately driving success and fostering growth in these diverse regions.
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What are the challenges that are being encountered in the sales of the products and how have you been surmounting them?
One of the significant challenges we face is the high inflationary environment and its impact on consumer purchasing power. In response, implementing strategic innovations that afford consumers quality with affordability is key. The goal is to maintain the high standards of products while ensuring they remain accessible to consumers.
Each day, I am motivated by our mission to deliver delicious and nutritious products to Nigerian households. I am particularly excited about our commitment to celebrating local flavors, which not only enhances the culinary experience but also resonates deeply with consumers, transforming mealtimes and fostering a connection to local delicacies.
This is the strong sense of purpose and dedication that drives my work. I approach every challenge with the commitment to make a meaningful impact, ensuring our products contribute positively to our customers’ lives.

What legacy do you hope to leave behind in the corporate world and within the communities you serve, and what advice would you give to aspiring female professionals aiming to achieve a similar impact?
The Legacy of consistently delivering strong value to the industries I play in and consequently significant value for shareholders, whilst touching the lives of people positively every day. I would love to inspire other female professionals to embrace the challenges and responsibilities of managing bigger portfolios and to raise their hands with confidence and yet the humility to keep learning, unlearning, and re-learning every day. My advice will be that they trust God, be authentic with their leadership style, expand their comfort zones, learn new things, and stay relevant in their industry. They’ll need tooperate with integrity and demonstrate a high level of ownership.
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