Job Description

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 Team 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

Skills Required