On-Trade Sales Executive - Premium Spirits

O'Brien Recruitment; Johannesburg; On-site; ZAR 200 000 - 300 000; Full time

Job summary

A recruitment agency is seeking an experienced On-Trade Sales Executive to drive sales in Johannesburg's premium venues. Candidates should have a strong background in liquor or premium FMCG sales, with at least 3 years of relevant experience. Responsibilities include building relationships with key customers and executing promotional events. A valid driver's licence and a willingness to travel extensively are required. This role promises dynamic challenges in a competitive market.

Qualifications

• Minimum 3 years' relevant FMCG sales experience, preferably in premium liquor or spirits.
• Strong understanding of the on-trade channel.
• Valid Code 08 driver's licence.

Responsibilities

• Identify and develop new on-trade business opportunities within premium venues.
• Build and maintain strong relationships with key customers and industry influencers.
• Develop and execute account plans and regular performance reviews.
• Plan, execute, and attend brand activations, promotions, and events.

Skills

On-trade sales experience

Strong negotiation skills

Relationship-building skills

Planning and presentation skills

Customer-first approach

Education

Matric

3-year Sales or Marketing qualification

Job description

An exciting opportunity exists for an experienced On-Trade Sales Executive to join a premium spirits portfolio operating within Johannesburg’s leading bars, hotels, restaurants, and nightlife venues. This role is suited to a commercially driven sales professional who understands the premium on-trade environment and thrives on building influential trade relationships.

The Role

You will be responsible for driving commercial performance across the on-trade channel by executing sales strategies, increasing brand visibility, and delivering high-quality in-trade execution. The role requires a hands-on, customer-focused approach with a strong understanding of premium brand standards.

Key Responsibilities

• Identify and develop new on-trade business opportunities within premium venues
• Build and maintain strong relationships with key customers and industry influencers
• Develop and execute account plans and regular performance reviews
• Grow menu listings and brand presence across priority outlets
• Plan, execute, and attend brand activations, promotions, and events
• Manage in-trade assets in line with brand guidelines
• Monitor competitor activity and market trends
• Brief and train promoters and venue staff on brand positioning and standards
• Track sales performance, depletions, and KPIs using sales systems and tools
• Negotiate and manage pouring contracts where required

What Success Looks Like

• Consistent achievement of volume, distribution, and visibility targets
• Strong execution standards across all priority accounts
• Well-maintained customer database and call cycle
• Effective reporting, planning, and budget management
• Long-term, value-driven customer relationships

About You

You are commercially astute, relationship-led, and passionate about premium spirits and the on-trade environment. You are comfortable working independently, influencing decision-makers, and delivering results in a competitive market.

You will bring

• Proven on-trade sales experience within the liquor or premium FMCG sector
• Strong negotiation and relationship-building skills
• High energy, resilience, and a results-driven mindset
• Strong planning, presentation, and self-management skills
• A customer-first approach with attention to detail and execution excellence

Qualifications & Experience

• Matric (a 3-year Sales or Marketing qualification is advantageous)
• Minimum 3 years’ relevant FMCG sales experience, preferably in premium liquor or spirits
• Strong understanding of the on-trade channel
• Valid Code 08 driver’s licence
• Willingness to travel extensively (±80%)