JUDAH ENTSUA-MENSAH
Takoradi
Summary
A results-driven and strategic Sales & Distribution Leader with over 15 years of experience delivering sustained commercial growth within the highly competitive Ghanaian telecommunications sector. Proven track record in senior regional leadership roles, contributing to record-breaking sales performance, successful territory start-ups and market expansions, and new channel development that drive scalable revenue outcomes. Currently excelling at AT Ghana Ltd, where I oversee overall business performance for the West-Central Zone, spearheading acquisition and market growth across Voice, Data, and Mobile Financial Services (MFS) portfolios. Renowned for building and leading high-performing sales teams, implementing customer-centric and data-driven go-to-market strategies, and optimizing operational efficiencies to deliver cost-effective, high-productivity sales execution. Recognized for consistently achieving strong commercial results through disciplined leadership, distributor network expansion, territory optimization, and impactful frontline sales engagement driving sustained market share growth and brand leadership across assigned regions.
Overview
16
16
years of professional experience
Work History
Commercial Head
AT Ghana Ltd
02.2018 - Current
- Implemented and advised on regional sales and distribution strategies across all channels to drive sustainable growth in market share and business performance.
- Provides leadership and strategic direction to the Distribution and Acquisition teams, ensuring alignment with corporate goals and regional growth targets.
- Manage and nurture relationships with strategic partners, including dealers and Mobile Financial Services (MFS) super-agents ensuring adherence to AT’s operational and performance standards.
- Oversees the overall business health of the Consumer Mobile (Voice & Data) and Mobile Financial Services portfolios in the region.
- Develop and manage the regional Sales and Distribution budget, ensuring operational efficiency and cost optimization.
- Monitor and control regional Sales and Distribution costs, delivering consistent and measurable return on investment (ROI).
- Recognized as the Best Commercial Head (2019–Present) for exceptional leadership and consistent overachievement of business objectives.
- Delivered 24% Year-on-Year subscriber base growth in 2024, representing 46% of the company’s national growth.
- Introduced and executed the Mobile PoA Strategy, which now contributes approximately 55% of total acquisitions from indirect sales channels.
- Exceeded new sales revenue targets by 28%, driving profitability and strengthening market competitiveness.
- Championed talent development and succession planning, with five developed leaders currently serving in key roles at Telecel.
- Expanded Customer Experience (CX) franchise operations across all distributor outlets, enhancing customer reach and service quality.
- Improved efficiency in CX Mini Express Shops from 45% to 91%, significantly enhancing service turnaround and revenue output.
Head of Indirect Sales - Western & Central
Millicom Ghana Ltd (Tigo)
11.2016 - 01.2018
- I managed and provided leadership to strategic partners (dealers) and sub-dealers, ensuring a working relationship that meets Tigo's standards.
- Managed a distribution team of 40, with a focus on distribution channels, MFS agent management, voice and data sub-acquisition, as well as high-value customers.
- Gathered relevant information from the local market regarding competitors and proposed a counterstrategy.
- Responsible for talent development and mapping.
- Ranked as the best Indirect Sales Manager for two consecutive years.
- Grew revenue from new acquisitions in their first months by 75% (from $120,000 to $210,000).
- Achieved a remarkable 67% growth in new acquisitions.
- I developed 60% of my team members into the top 10 indirect sales supervisors.
Channel Development Manager Northern Sector
Millicom Ghana Ltd (Tigo)
02.2016 - 10.2016
- Developed and executed channel strategies to enhance market penetration, with a strong focus on expanding enterprise solutions to SMEs.
- Managed and improved productivity across both newly acquired and existing sales channels to maximize output and efficiency.
- Built and maintained strategic partnerships with key distributors to optimize product availability, visibility, and revenue growth.
- Led the direct sales team to drive performance in Voice, Mobile Financial Services (MFS), and Data sub-acquisitions, with emphasis on acquiring and retaining high-value customers.
- Collaborated with Regional Managers to design and implement go-to-market strategies for both direct and indirect sales teams.
- Provided consultative support to Regional Sales Managers on channel expansion, productivity improvement, and made tailored training recommendations to Sales Trainers.
- Increased electronic airtime (E-pin) sales by 69% within three months, from 273,930 to 463,778.
- Conceptualized and launched the “Di Nkomo” acquisition product offer, which contributed to a 5% regional revenue growth.
- Doubled monthly Voice and MFS acquisitions within three months — from 22,000 to 48,000 subscribers — through effective channel management and team optimization.
Head of Digital Sales - Western and Central Regions
Millicom Ghana Ltd (Tigo)
06.2015 - 01.2016
- Provided strategic direction and operational guidance to the digital sales team to achieve overall business goals.
- Led recruitment, onboarding, and training of sales personnel to build a high-performing, motivated sales force.
- Managed and nurtured relationships with strategic partners, including distributors and device shops, ensuring alignment with the company's standards and market objectives.
- Monitored and enhanced team performance, aligning efforts with key business targets and growth priorities.
- Exceeded Data Sub-Acquisition Target by 104%, achieving 71,422 subscriptions against a target of 34,506, resulting in a 77% increase in monthly acquisition revenue (from GHS 51,641 to GHS 91,404).
- Tripled retail outlet productivity, growing from 12 active outlets to 36 within three months through targeted performance management and sales optimization.
- Developed and promoted two sales agents into supervisory roles, fostering internal talent growth and leadership succession.
Head of Direct Sales - Western and Central Regions
Millicom Ghana Ltd (Tigo)
06.2014 - 05.2015
- Recruited, managed, and motivated the Direct Sales Force (DSF) to achieve regional and national sales objectives.
- Designed, implemented, and monitored effective sales strategies tailored to the direct sales channel.
- Tracked and analyzed performance of the DSF across key KPIs such as activations, VAS configurations, and device sales to ensure consistent productivity growth.
- Developed territory-specific sales processes to enhance operational efficiency and market responsiveness within each region.
- Served as the primary liaison between the sales team and back-office departments to ensure smooth coordination and issue resolution.
- Collected and analyzed competitive intelligence from the field to guide the development of timely counter-strategies.
- Supervised trade marketing initiatives, ensuring alignment with brand objectives and market positioning.
- Designed and executed “Project Alpha”, a go-to-market strategy that increased mobile agent average monthly MFS commission by 50% (from GHS 22,300 to GHS 33,347) and boosted average monthly MFS revenue by 49% (from GHS 74,333 to GHS 111,142) within two months.
- Transformed the performance of two underperforming supervisors, moving them into the top five within two months of assuming the new role.
- Recognized as a nominee for Millicommander, the highest recognition award within Millicom International, for outstanding leadership and performance excellence.
Direct Sales Manager - Central Regions
Millicom Ghana Ltd (Tigo)
06.2013 - 05.2014
- Recruited, managed, and motivated the Direct Sales Force (Team Leaders, High-Value Customer Agents, and Freelancers) to achieve performance excellence.
- Implemented and enforced standardized sales processes within the Direct Sales channel across assigned regions.
- Prepared and managed trade execution budgets, ensuring cost efficiency and strong return on investment (ROI) for all marketing and sales activities.
- Gathered and analyzed market intelligence from the field regarding Tigo and competitors to guide counter-strategies and business decisions.
- Planned and supervised trade marketing initiatives to strengthen brand presence, retail visibility, and sales effectiveness.
- Collaborated with the Training, Skills, and Support Team (TSST) to ensure continuous development of the Direct Sales Force through targeted training programs.
- Assessed agent productivity and capacity, identified performance gaps, and provided data-driven training recommendations to enhance performance and output.
- Achieved 77% growth in average monthly voice acquisitions, increasing from 17,036 to 30,234 within three months — despite operating with half the required staff strength.
- Recognized as Employee of the Month within just three months in the role for outstanding results and leadership impact.
- Grew regional revenue by 46%, from GHS 2.6 million to GHS 3.8 million within six months through strategic planning and effective execution.
- Conceptualized and introduced the “Judah Box” trade visibility material, transforming SIM card display standards and driving 77% growth in acquisitions and airtime sales across both direct and indirect channels — later adopted as an industry benchmark.
Direct Sales Supervisor - Takoradi
Millicom Ghana Ltd (Tigo)
01.2011 - 05.2013
- Led new subscriber acquisition initiatives across Voice, Tigo Cash (Mobile Financial Services), and device sales segments.
- Recruited, managed, and motivated the Direct Sales Force (Team Leaders, High-Value Customer Agents, and Freelancers) to deliver on key business objectives.
- Monitored, evaluated, and improved team performance, ensuring consistent achievement of sales targets and alignment with overall organizational goals.
- Directed and coordinated the operations of the entire Direct Sales Force to drive growth and market penetration.
- Identified skill and knowledge gaps within the sales team and designed tailored training programs to build capacity and improve productivity.
- Contributed 9% of total national voice acquisitions, outperforming most peers among 29 national supervisors.
- Developed six Team Leaders into Supervisors, strengthening leadership succession and operational capacity.
- Promoted five sales agents into Team Leader roles through structured coaching and mentorship.
- Ranked 2nd nationally among Sales Supervisors for exceptional performance and team results.
- Recognized among the Top 5 sales staff nationwide for consistent delivery, innovation, and leadership excellence.
Area Sales Supervisor - Takoradi
Millicom Ghana Ltd (Tigo)
06.2010 - 12.2010
- Managed the distribution channel operations across the Shama Ahanta East and Ahanta West districts, ensuring optimal product availability and market coverage.
- Oversaw the full operations of the Direct Sales Force, driving sales performance and compliance with business standards.
- Led and supervised partner (distributor) sales teams, ensuring alignment with sales objectives and adherence to company policies.
- Identified skill and knowledge gaps within the sales team and designed targeted training programs to enhance productivity and efficiency.
- Monitored and improved team performance, ensuring continuous progress toward achieving the overall sales and growth objectives.
Indirect Sales Supervisor - Takoradi
Millicom Ghana Ltd (Tigo)
10.2009 - 05.2010
- Conduct market audit
- Gather market intelligent
- Supervise the work of indirect sales force
Education
MBA (Enabling E-commerce) - undefined
Nexford University USA
01.2025
BSc. Administration - Marketing
Central University
01.2009
HND - Building Technology
Takoradi Polytechnic
01.2005
Skills
- Regional Sales & Distribution Strategy
- Mobile & Fixed Channel Development
- P&L Management & ROI Optimization
- Team Leadership & Succession Planning
- Market Insight & Customer Acquisition
- Mobile Financial Services (MFS) Strategy
- Customer Experience (CX) Execution
- Data Analysis & Performance Metric
- Good oral communication
- Good organising skills
- Good inter-personal relations
- Good public relation skills
- Eager to learn to improve in official responsibilities
- Have good creative ability
Languages
English
Twi
Fante
References
- Edbert, Owusu Adjah, Chief Sales Officer, 0277550017, AT Ghana Ltd, Accra
- Abubakari, Halidu, Chief Sales Officer, 0577553272, MTN Liberia, Monrovia
INTERESTS
Reading, Listening to gospel music, Singing, Watching motivational videos
Core Values
- Excellence
- Integrity
- Faith
Ssn
WK-332-5884
Personal Information
- Date of Birth: 20th July 1982
- Gender: Male
- Nationality: Ghanaian
- Marital Status: Married
- ID Number: WK-332-5884
Interests
- Reading
- Listening to gospel music
- Singing
- Watching motivational videos
Timeline
Commercial Head
AT Ghana Ltd
02.2018 - Current
Head of Indirect Sales - Western & Central
Millicom Ghana Ltd (Tigo)
11.2016 - 01.2018
Channel Development Manager Northern Sector
Millicom Ghana Ltd (Tigo)
02.2016 - 10.2016
Head of Digital Sales - Western and Central Regions
Millicom Ghana Ltd (Tigo)
06.2015 - 01.2016
Head of Direct Sales - Western and Central Regions
Millicom Ghana Ltd (Tigo)
06.2014 - 05.2015
Direct Sales Manager - Central Regions
Millicom Ghana Ltd (Tigo)
06.2013 - 05.2014
Direct Sales Supervisor - Takoradi
Millicom Ghana Ltd (Tigo)
01.2011 - 05.2013
Area Sales Supervisor - Takoradi
Millicom Ghana Ltd (Tigo)
06.2010 - 12.2010
Indirect Sales Supervisor - Takoradi
Millicom Ghana Ltd (Tigo)
10.2009 - 05.2010
MBA (Enabling E-commerce) - undefined
Nexford University USA
BSc. Administration - Marketing
Central University
HND - Building Technology
Takoradi Polytechnic