General Manager: Africa - Agtech Industry - Cape Town

Monday, 10 June, 2024
Lee-Zanne Flaatten    
Cape Town  

My Client is looking for a General Manager: Africa to join their Customer Team in South Africa.

Their mission is to provide intelligent tools to feed the world. They do this by providing tree and fruit insights to growers, in 18 countries around the world, enabled by drone imagery and artificial intelligence.

They have analyzed over 120 million trees and 1 million fruit to date. Their team of 50+ people is based out of Cape Town and they have commercial offices in the USA, Portugal and Australia. Everything that they do and every decision that is made is driven by their Core Values.

The General Manager: Africa, is responsible for strategy and implementation of growth plans to make Africa a major profit contributor to Aerobotics. The candidate ideally requires extensive fresh fruit sales experience, either in the fields of citrus or apple marketing or in the ag-tech or ag-sales (products) portion of the sector. The role would include identifying and growing customers in South Africa to drive the region to profitability, before expanding into other African markets like Morocco (120k ha citrus) and Egypt (160k ha citrus). This individual is responsible for generating revenue growth and profitability and aligning with the company's cross-functional teams to deliver incremental value for customers.



  • Develop an effective customer strategy that optimizes for revenue growth and profitability
  • Develop and negotiate an optimal business model for customers to improve the predictability of purchases & repurchases
  • Track & analyze industry opportunities and protect from competitor activity
  • Work with the marketing team to develop an effective customer marketing strategy aligned with other customer segments
  • Develop, implement and achieve revenue & profitability targets aligned with company forecasts
  • Manage and do not exceed customer and marketing and sales budget/s Actively optimize cost of customer acquisition (CAC), lifetime value of customers (LTV) & unit economics
  • Understand and optimize the customer decision journey so as to minimize spend & resources and maximize purchases & repurchases
  • Implement an effective customer & marketing strategy to trigger and guide customers through engagement, initial-consideration & active evaluation.
  • Maintain customer enjoyment of the post-purchase experience at all times
  • Provide customers with required material to advocate for the company internally and in the industry
  • Bond with customers and develop customer empathy
  • Manage and negotiate revenue growth and increasing profitability of customer repurchases
  • Implement optimal customer organizational structure and implement appropriate sales and marketing processes for citrus customers to achieve revenue growth & profitability 
  • Proactively practice and consistently demonstrate the company's core values in all aspects of the role


  • Build trusted relationships with key customers
  • Partner with the product team to uncover new customer needs and to maintain customer satisfaction so as to co-develop products with customers to serve the wider industr
  •  Actively develop relationships with the cross-functional team

Customer service:

  • Customer service: maintain a high level of service to customers (internal and external) according to the service standards as set by the company
  • Technical advice and other assistance over and above the normal duties. Manage and personally resolve queries and complaints

Required Experience & Skills

  • Ideally sales experience in the fresh fruit and/or farming sector (Citrus experience preferential)
  • At least 5 years experience in sales and marketing, with minimum of 3 years managerial experience
  •  Agricultural knowledge
  • Tech Savvy
  •  Proven experience in customer relations


Please consider your application as unsuccessful if you have not been contacted within 2 weeks.

POPIA: by applying for the position, the applicant gives permission to the company to scrutinise and process personal information shared.