About the position
An established premium spirits portfolio is seeking an experienced Area Sales Manager – Off Trade to lead and develop a high-performing sales team across the Gauteng region. This role is critical in driving volume growth, market share, and execution excellence within the off-trade channel, while maintaining strong premium brand standards.
The Role
As Area Sales Manager, you will be responsible for translating national and regional strategies into effective execution through the sales force and third-party partners. You will manage key performance indicators, coach and develop talent, and ensure strong commercial outcomes across priority customers and categories.
Key Responsibilities
- Analyse sales and market data to develop and implement regional action plans
- Lead, influence, and motivate the sales team to achieve volume and market share targets
- Manage and influence key sales KPIs including call adherence, strike rate, time in trade, and listings
- Drive effective execution of national and regional promotions
- Monitor competitor activity and develop counter-action plans
- Influence pricing adherence, category management, and in-store positioning
- Ensure sales execution aligns with channel and brand strategies
- Manage channel assets, POS, and merchandising standards to maximise ROI
- Maintain accurate customer master data, trade agreements, and audit documentation
- Collaborate closely with internal stakeholders and third-party distributors
- Apply strong financial and commercial judgement in all decision-making
Leadership & Capability Development
- Coach and develop individuals and teams to deliver consistent execution excellence
- Conduct regular route rides and trade visits with the sales team
- Identify capability gaps and implement structured coaching plans
- Provide ongoing performance and development feedback
Performance Management
- Prepare and present monthly and quarterly performance reviews
- Track execution of agreed action plans to ensure delivery against objectives
- Continuously identify opportunities to improve sales effectiveness and team performance
Key Relationships
Internal: National Off Trade Leadership, Key Accounts, Trade & Channel Marketing, Marketing, Sales Teams
External: Third-Party Distributors and Trade Partners
Experience & Qualifications
- Minimum 5 years’ sales management experience, with at least 2 years at an operational management level
- Proven track record leading sales teams within an FMCG environment, ideally premium liquor or spirits
- Strong understanding of the South African off-trade market
- Relevant 3-year tertiary qualification in Sales, Marketing, or a related field
Skills & Attributes
- Strong channel and sales management capability
- Solid brand and category management understanding
- Proven commercial and financial acumen
- Strong analytical and planning skills
- Ability to translate strategy into clear execution plans
- Confident communicator with strong presentation skills
- Effective people leader with a coaching mindset
Additional Requirements
- Willingness to travel extensively within the region
- South African citizenship or valid work authorisation
Desired Skills:
- Business Development
- Marketing
- Sales
