About this role
Role title
Regional Commercial Manager
Department
Field Operations / Grower Commercial Operations
Location
Assigned field territory in Ghana or Togo; highly field-based
Grade
Recommended manager-level scope; exact grade/band pending approved job evaluation
Reports to
Field Operations Director
Reporting line
Directly manages Field Officers; performance-manages contracted Grower Agents and Aggregation Agents under approved agreements
Role purpose
The Regional Commercial Officer is Complete Farmer's regional owner for grower and agent acquisition, CF Grower adoption, retention and verified supply-pipeline development. The role identifies and qualifies priority communities, cooperatives, growers and agents; ensures onboarding and land mapping are complete; moves growers from registration to meaningful platform use; and matches credible grower supply to approved buyer demand.
This role is central to Complete Farmer's transition to a product-led marketplace in which CF Grower becomes the principal acquisition and service channel and field teams provide trusted assistance, verification and execution. Success is measured by unique, verified, mapped, active, demand-matched and retained growers - not raw registrations, estimated acreage or unsupported tonnage.
The 150,000+ farmer ambition is an enterprise target. Each Regional Commercial Officer will own an approved regional share set by crop, quarter and channel after the Field Operations Director validates buyer demand, territory potential, service capacity, agent span, unit economics and operating risk.
Detailed responsibilities
Territory growth strategy and acquisition
• Translate approved company, buyer-demand, crop and CF Grower objectives into regional quarterly targets, campaigns and weekly leading indicators.
• Segment and prioritize communities, growers, cooperatives and acquisition channels using crop potential, acreage, density, digital readiness, service cost, risk and route-to-market opportunity.
• Maintain a current territory map, partner map, crop calendar, campaign calendar, funnel forecast and capacity plan.
• Build partnerships with credible farmer cooperatives, associations, aggregators, community leaders, commercial growers and local institutions within approved policies.
• Design and execute field campaigns, demonstrations, referrals and assisted-digital acquisition activity with Growth, Marketing and Product teams.
• Qualify opportunities against approved demand, geography, crop, service capacity and economics instead of maximizing raw lead volume.
Agent and cooperative network development
• Identify, conduct due diligence on and recommend Grower Agents, Aggregation Agents and cooperative partners for approval and contracting.
• Ensure agents and partners understand the CF Grower proposition, approved claims, onboarding standards, product workflows, data requirements and conduct rules.
• Set clear weekly and monthly funnel, mapping, adoption and follow-up targets under approved agreements and the Commission Bible.
• Track agent conversion, retention, cost, complaints, audit exceptions and commission evidence; correct poor performance and escalate suspected gaming or collusion.
• Maintain an approved regional agent/cooperative roster, territory coverage model and partner-performance scorecard.
Grower onboarding, verification and land mapping
• Ensure Field Officers and agents capture complete, consented and accurate grower, farm, crop, cooperative and agent information in approved systems.
• Coordinate required KYC, identity, contact, land relationship, payment-detail and eligibility verification with accountable control owners.
• Ensure land mapping follows approved geospatial standards, avoids duplicate parcels and records the confidence and limitations of the evidence.
• Run completeness, duplicate, anomaly and inactivity reviews; assign remediation and prevent deficient records from receiving activation or supply credit.
• Maintain auditable onboarding evidence and immediately escalate suspected ghost growers, coercion, falsification or data manipulation.
CF Grower activation, adoption and retention
• Move growers from account creation to the approved activation definition through meaningful CF Grower crop, market, planning, support and transaction journeys.
• Diagnose adoption barriers caused by language, literacy, trust, device access, connectivity, product design or operating process and deploy approved assisted channels.
• Train Field Officers, agents, cooperatives and growers on relevant product journeys, releases and changes.
• Track conversion, feature use, time-to-value, drop-off, assisted/self-service behaviour and retention by cohort and channel.
• Run approved re-engagement and adoption experiments and submit reproducible product issues and evidence-backed improvement opportunities.
• Maintain a regional contact and service cadence and ensure grower complaints, inactivity and failed matches receive assigned recovery actions.
Supply pipeline and demand matching
• Translate approved buyer-demand and crop plans into regional grower, acreage, planting, harvest and aggregation requirements.
• Work with Crop Sourcing, Agronomy, QA, Supply Chain and Sales to match suitable growers and cooperatives to specifications, timing and fulfilment capacity.
• Maintain a confidence-rated supply pipeline by crop, grower, location, stage, expected volume, quality risk and harvest window.
• Surface forecast gaps, over-supply, crop risk, quality risk and timing deviations early through S&OP and D2D cadences.
• Reconcile forecasts to field and transaction actuals, document assumptions and implement corrective action to improve accuracy.
• Avoid unauthorized commitments on buyer volume, acceptance, price, financing, inputs or payment and escalate unresolved constraints.
Field leadership, operating discipline and controls
• Set clear outcomes for Field Officers and agents and translate S&OP and product priorities into weekly journey plans, routes, tasks and evidence requirements.
• Run weekly stand-ups, field reviews, coaching, monthly performance reviews and documented corrective action for missed standards.
• Allocate territories, leads and journeys using workload, distance, skills, density and performance data.
• Monitor field completion and evidence in approved systems; conduct risk-based spot checks and joint visits.
• Submit weekly and monthly reports showing actuals, forecast, variance, root cause, recovery owner and deadline.
• Control assigned devices, vehicles, travel, events, materials, local vendors and expenses within budget and delegated authority.
• Protect grower data and community trust and escalate safety, safeguarding, bribery, mis-selling, conflicts of interest, retaliation or material integrity concerns.
Required experience, qualifications and technical capabilities
Required experience
• At least five years of progressive experience in a technology startup or digitally enabled growth business, personally driving customer acquisition, activation and adoption against measurable targets.
• Demonstrated success scaling a platform, marketplace, fintech, agritech, logistics, agent network or distributed service in an informal economy or underserved market.
• Experience managing field teams and/or contracted agents across multiple locations using targets, routes, digital evidence, coaching and performance consequences.
• Evidence of improving a real funnel, including conversion, activation, retention, acquisition cost or productive supply outcomes - not only organizing campaigns or events.
• Experience partnering with Product, Growth, Data and Operations to turn field insight into measurable product and process improvements.
• Practical exposure to agriculture, rural commerce, cooperatives, aggregation, land mapping or buyer-linked production is strongly preferred.
Qualifications
• Bachelor's degree or equivalent practical capability in business, marketing, agriculture, economics, development, technology, operations or a related discipline.
• Relevant postgraduate or professional qualification in growth, sales, product, agribusiness, data or project management is advantageous but does not replace demonstrated results.
• Strong written and spoken English for Ghana-based roles; French and relevant local languages according to the assigned territory and country requirements.
• Readiness for extensive field travel and work across communities with variable connectivity, infrastructure and operating conditions.
• Valid driving eligibility and safe field-travel capability where required by the territory model.