Main Purpose of Job

Oversee the consumer sales function across multiple customer formats including corporate retail, independent retail, pharmacy, wholesale, forecourt, and informal trade channels. Drive sales growth, in-store execution excellence, and channel expansion while ensuring alignment with the companys broader commercial objectives. Leverage deep knowledge of regional trade landscapes and agency management to scale execution nationally.

Key Performance Areas (Core, essential responsibilities outputs of the position)

1. National & Regional Sales Strategy Development:

Develop and implement national and region-specific go-to-market strategies across consumer channels.

Ensure strong awareness of geographic and customer dynamics across regions and provinces.

Align trade plans with distribution goals, promotional strategies, and retail execution capabilities.

2. Sales & Merchandising Agency Oversight:

Manage outsourced sales and merchandising agencies across all regions.

Implement a structured performance scorecard model that tracks:
Daily: Coverage, availability, planogram compliance
Weekly: Store visits, promotional execution, competitor insights
Monthly: Distribution growth, listing compliance, execution gaps
Quarterly/Annually: Sales uplift vs. cost, ROI of retail activations, strategic alignment
Evaluate agency performance using real-time data and scorecards; escalate issues and drive continuous improvement.

3. Sales Team Leadership:

Lead, coach, and develop Sales & Merchandising agency to achieve business objectives.

Foster a high-performance culture with a strong focus on accountability, KPIs, and coaching.

Align team structure and capacity to market needs and business priorities.

4. Operational Trade Engagement: Buying Groups, Masscash & Independent Channels:

Possess a deep understanding of buying group structures, Masscash member networks, and independent cash & carry operators.

Engage directly with buying group members and independent trade customers to negotiate bulk deals, trading terms, discount structures, and advertising placements.

Collaborate with internal pricing, marketing, and trade teams to align customer-specific deal structures with promotional calendars and profitability expectations.

Develop and maintain strong commercial relationships with regional wholesale stakeholders.

5. Performance Monitoring & Data-Driven Decision-Making:

Use Power BI, CRM, and Smartsheet platforms to monitor KPIs and in-trade performance.

Analyse execution data to inform strategic adjustments and trade activities.

6. Category & Channel Development:

Collaborate with Trade Marketing and Brand teams to translate brand plans into channel-specific executions.

Drive visibility and execution across multiple trade formats using tailored plans.

7. Budget & Investment Management:

In partnership with the Key Account Manager (KAM), manage trade spend, promotional ROI, and customer funding.

Track and report on ROI and cost-to-serve per customer/channel.

8. Cross-Functional Collaboration:

Work closely with marketing, finance, demand planning, supply chain, and BI teams to align execution and forecasting.

9. Market Sensing & Risk Management:

Stay ahead of retail trends, competitor actions, and economic shifts to proactively adjust strategy.

Develop contingency plans to address execution risks, pricing pressures, or route-to-market challenges.

Minimum Requirements

Education:

Bachelors degree in commerce, Marketing, Consumer Science or Retail Management.

Additional certifications in Sales Leadership, Category Management, or FMCG Strategy will be advantageous.

Experience:

5+ years proven experience in a senior sales leadership or national trade operations role within FMCG or consumer health industries.

Deep knowledge of South Africa’s retail and regional trade landscape, including structured and informal trade.

Experience managing sales and merchandising agencies, including performance frameworks and scorecards.

Strong understanding of buying group mechanics, cash & carry environments, and Masscash or independent retail operations.

Skills/physical competencies:

Leadership Skills: Strong leadership and team-building skills, with the ability to inspire and motivate a sales team to achieve targets.

Communication: Excellent communication and interpersonal skills, with the ability to effectively interact with customers, team members, and senior management.

Analytical Skills: Strong analytical and problem-solving skills, with the ability to interpret sales data and market trends to make informed decisions.

Negotiation Skills: Proficient in negotiation techniques and strategies to secure favorable deals with customers and partners.

Adaptability: Ability to adapt to changing market conditions and business priorities, and to work effectively in a fast-paced, dynamic environment.

Organizational Skills: Strong organizational and time management skills, with the ability to prioritize tasks and meet deadlines effectively.

Computer Skills: Proficiency in Microsoft Office suite and CRM software for sales tracking and reporting.

Behavioral qualities:

Commercially Driven & Performance-Oriented

Customer-Centric & Execution-Focused

Strategic Thinker with Operational Grit

Structured & Metrics-Driven

Collaborative and Cross-Functionally Effective

Proactive, Resourceful, and Resilient

Agile and Adaptable to Changing Market Conditions

General working conditions (e.g. shift work, drivers license, specific tools, special clothing, environmental requirements, etc.)

Role operates across corporate, pharmacy, wholesale, independent retail, and informal channels.

Requires flexibility to work outside standard hours during major campaigns or planning cycles.

Valid drivers license and access to a reliable vehicle are essential.

Travel

The role requires 90% national & regional travel based on customer engagements, trade planning, and regional reviews.

Travel includes planned and ad-hoc visits, with periodic overnight stays depending on trading cycles and geographic coverage.

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