General Manager - FMCG

Ad Talent Africa; Johannesburg; On-site; ZAR 2,500,000 - 4,500,000; Full time

Job summary

Ad Talent Africa seeks a seasoned General Manager to lead the South African FMCG business, owning P&L, strategy, and performance across Sales, Supply Chain, Finance and Operations.

You will drive growth, optimise distribution, build high-performing teams, and align local plans with group objectives in a fast-moving market.

The role demands deep market knowledge, entrepreneurial mindset and a track record of delivering profitable results in formal retail and general trade.

Qualifications

• Bachelor's degree in Business, Commerce, Marketing, Finance, or related field.
• MBA or postgraduate business qualification would be advantageous.
• 15–20 years of progressive experience within FMCG.

Responsibilities

• Lead the national sales and key accounts functions with clear commercial targets.
• Develop and execute country business plans aligned with group objectives.
• Drive revenue growth, margin, profitability, cash flow and market share.
• Oversee supply chain, logistics and operations to ensure service levels.

Skills

P&L management

FMCG experience

Strategic thinking

Leadership

Education

Bachelor's degree in Business/related field

MBA or postgraduate qualification

Job description

Who are we:

We are a growing fast-moving consumer goods (FMCG) business focused on expanding our market presence, strengthening customer partnerships and delivering sustainable, profitable growth. With a diverse product portfolio and an evolving distribution network, we are committed to improving product availability, operational efficiency and customer experience across the South African market.

We are looking for an experienced business leader who can drive commercial success, optimise operations and build a high-performing organisation in a competitive market.

Who are we looking for:

We are seeking a commercially astute and results-driven General Manager to lead the overall South African business. This individual will take full accountability for the country's financial performance, growth strategy and operational effectiveness, overseeing Sales, Key Accounts, Supply Chain, Logistics, Finance and related functions.

The ideal candidate will have extensive FMCG experience, a strong understanding of the South African retail and general trade landscape, and a proven track record of managing a business P&L, expanding distribution and leading diverse teams.

You should be a strategic thinker with an entrepreneurial mindset, strong financial acumen and the ability to translate business strategy into measurable results.

What will you do:

Business Strategy and Financial Performance

• Take full responsibility for the South African business and its overall financial performance.

• Develop and execute country business plans aligned with broader group objectives.

• Drive revenue growth, volume, gross margin, profitability, cash flow and market share.

• Lead budgeting, forecasting and regular business performance reviews.

• Identify commercial and operational risks and implement corrective actions where necessary.

• Maintain strong financial controls, governance and reporting standards.

Sales and Commercial Leadership

• Lead the national sales and key accounts functions, setting clear commercial priorities and performance targets.

• Drive growth across formal retail, general trade, wholesale, cash-and-carry and convenience channels.

• Develop strong relationships with national retailers, wholesalers and strategic customers.

• Lead key customer negotiations and joint business planning initiatives.

• Improve product listings, shelf availability, promotional effectiveness and in-store visibility.

• Monitor sales performance by customer, channel, province, category and product.

Route-to-Market and Distribution

• Develop and optimise the route-to-market strategy to increase market penetration and distribution reach.

• Identify new geographic markets, customer segments and channel opportunities.

• Manage and develop third-party distributors, ensuring strong commercial performance and operational standards.

• Improve salesforce productivity, outlet coverage, customer acquisition and product penetration.

• Optimise distribution costs while maintaining high service levels and product availability.

Supply Chain, Logistics and Operations

• Oversee supply chain, warehousing, logistics and operational functions.

• Align demand planning, forecasting, inventory and replenishment with commercial requirements.

• Improve stock availability while minimising stock-outs, expiries, damages and obsolete inventory.

• Optimise warehouse productivity, delivery routes, fleet utilisation and distribution efficiency.

• Monitor delivery performance, inventory accuracy and cost-to-serve.

• Ensure operational processes comply with relevant safety and regulatory requirements.

Market and Portfolio Development

• Identify opportunities for category growth, market expansion and increased customer penetration.

• Monitor market trends, competitor activity and changing consumer behaviour.

• Drive the successful launch and commercialisation of new products and brands.

• Review pricing strategies, product ranges and pack-price architecture to support competitiveness and profitability.

• Work with marketing teams to strengthen brand visibility and generate consumer demand.

People and Organisational Leadership

• Lead and develop a high-performing national management team.

• Provide clear direction, accountability and measurable performance expectations across functions.

• Coach and develop senior leaders across Sales, Key Accounts, Operations, Logistics and Finance.

• Build a culture of ownership, collaboration, transparency and execution.

• Identify and develop future leaders, strengthen succession planning and improve employee retention.

• Address performance gaps and ensure all teams are aligned with the business's strategic objectives.

Cross-Functional Collaboration

• Ensure effective collaboration across Sales, Marketing, Finance, Supply Chain, Logistics and HR.

• Align commercial plans, inventory availability, operational capacity and financial objectives.

• Lead initiatives focused on business growth, cost optimisation, distribution expansion and service improvement.

• Use business data and performance metrics to inform decisions and drive continuous improvement.

What you need:

• A bachelor's degree in Business, Commerce, Marketing, Finance, Supply Chain or a related field.

• An MBA or relevant postgraduate business qualification would be advantageous.

• 15–20 years of progressive experience within the FMCG industry.

• At least 7–10 years in senior commercial leadership, business unit management, country management or general management.

• Proven experience managing full or substantial P&L responsibility.

• Strong knowledge of the South African FMCG market, with demonstrated success in both formal retail and general trade.

• Experience managing national key accounts and geographically dispersed sales teams.

• A strong understanding of direct distribution and third-party distributor models.

• Experience overseeing supply chain, logistics, warehousing and finance functions, either directly or through senior functional leaders.

• A proven track record of growing market share, expanding distribution and building successful businesses in competitive markets.

• Experience in confectionery, snacks, food, beverages or other high-frequency consumer categories would be advantageous.