Regional Sales Manager

Pro-Match Recruitment; Wes-Kaap; On-site; ZAR 850,000 - 1,100,000; Full time

Job summary

Pro‑Match Recruitment is seeking a proven FMCG regional sales leader for the Western Cape. You will own regional targets, manage major retail accounts and drive growth across independent and wholesale channels.

You will lead and coach the field sales team, optimise distribution, pricing and promotions, and provide timely forecasts and reports to stake- holders. Fluency in Afrikaans and English is essential.

Qualifications

• Minimum 5 years' regional sales management or senior key account management experience in FMCG.
• Proven track record of delivering measurable sales growth.
• Experience managing a large and geographically dispersed territory.
• Direct experience managing major retail accounts such as SPAR, Pick n Pay and/or Shoprite.
• Fluent in Afrikaans and English – essential.
• Valid driver’s licence and own reliable vehicle; willingness to travel Western Cape.
• Relevant qualifications such as BCom Marketing, BCom Sales, BCom Business Management or National Diploma.

Responsibilities

• Take ownership of regional sales targets and revenue performance, and develop the Western Cape territory sales strategy.
• Own and develop relationships with major retail key accounts, including SPAR, Pick n Pay and Shoprite.
• Drive growth in independent trade and wholesale channels across the region.
• Lead, coach and develop the Western Cape field sales team; set targets and conduct regular performance reviews.
• Maximise call coverage, product ranging and in-store execution to drive distribution and shelves share.
• Prepare accurate weekly and monthly regional sales reports and reliable forecasts; monitor debtor performance.

Skills

Sales leadership

Revenue growth

Key account management

Negotiation

Analytical ability

Relationship management

Team leadership

Education

BCom Marketing

BCom Sales

BCom Business Management

National Diploma

Tools

CRM systems

ERP systems

Job description

KEY RESPONSIBILITIES

1. Regional Sales Strategy & Revenue Growth

• Take ownership of regional sales targets and overall revenue performance.
• Develop and execute the Western Cape territory sales strategy.
• Identify and pursue growth opportunities across retail, wholesale, forecourt and independent trade.
• Drive new business through prospecting, pitching and closing.
• Identify opportunities to increase distribution, ranging and sales volumes.
• Monitor competitor activity, pricing and product ranges.
• Develop appropriate responses to changing market conditions.
• Ensure the region consistently works towards agreed sales and revenue targets.

2. Key Account Management

• Own and develop relationships with major retail key accounts.
• Manage relationships with SPAR, Pick n Pay and Shoprite at buyer/regional decision-maker level.
• Manage relationships with major forecourt groups.
• Negotiate ranging, promotions and trading execution.
• Drive availability, compliance, visibility and share of shelf.
• Resolve customer escalations and disputes professionally and efficiently.
• Build long-term relationships with key decision-makers.

3. Independent Trade & Wholesale

• Drive growth in independent retail and wholesale channels.
• Develop relationships with wholesalers and independent retailers.
• Secure new ranging opportunities and repeat orders.
• Increase active account numbers and order values.
• Maintain pricing, credit and stock discipline.
• Identify opportunities for expanding distribution throughout the region.

4. Regional Team Leadership

• Lead, manage, coach and develop the Western Cape field sales team.
• Manage sales representatives, key account representatives and merchandisers.
• Set clear individual and team targets.
• Conduct regular performance reviews.
• Perform field accompaniments and coaching.
• Identify skills gaps and implement appropriate development.
• Hold team members accountable for performance and execution.
• Recognise strong performance and address underperformance promptly.
• Build a disciplined, high-performance sales culture.
• Recruit and onboard additional team members as the region grows.

5. Coverage, Distribution & In-Trade Execution

• Maximise call coverage and route efficiency.
• Ensure optimal product ranging and availability.
• Monitor sell-through, stock holding and returns.
• Maintain strong in-store execution and merchandising standards.
• Conduct regular market and field visits.
• Ensure sales teams execute according to agreed standards.
• Monitor share of shelf and product visibility.

6. Reporting & Forecasting

• Prepare accurate weekly and monthly regional sales reports.
• Provide reliable sales forecasts.
• Monitor performance against regional targets.
• Track revenue, new business, key account growth and debtor performance.
• Analyse sales data and identify trends.
• Work closely with Finance on credit risk and debtor management.
• Work with Marketing on promotional calendars and trade activations.
• Collaborate with Operations regarding stock availability, fulfilment and lead times.

KEY PERFORMANCE AREAS

Performance will be measured against:

• Regional revenue growth
• New account acquisition
• Key account growth
• Independent and wholesale growth
• Regional call coverage
• In-trade execution
• Forecast accuracy
• Debtor discipline
• Individual and team target achievement
• Customer relationship development
• Distribution and ranging growth

MINIMUM REQUIREMENTS

• Minimum 5 years' regional sales management or senior key account management experience in FMCG.
• Proven track record of delivering measurable sales growth.
• Must be able to provide numerical evidence of previous sales performance.
• Demonstrated experience managing a large and geographically dispersed territory.
• Direct experience managing major retail accounts such as SPAR, Pick n Pay and/or Shoprite.
• Experience selling into and growing major forecourt groups.
• Strong experience in independent trade and wholesale.
• Proven experience managing and leading a field sales team.
• Strong commercial understanding of:
  • Margins
  • Pricing
  • Trading terms
  • Profitability
  • Sales performance
• Strong data and reporting ability.
• Comfortable working with sales data and preparing forecasts.
• Strong customer and relationship-management skills.
• Valid driver's licence.
• Own reliable vehicle.
• Willingness to travel extensively throughout the Western Cape.
• Fluent in Afrikaans and English – essential.
• Relevant qualification such as:
  • BCom Marketing
  • BCom Sales
  • BCom Business Management
  • National Diploma
  • Equivalent relevant qualification

ADVANTAGEOUS EXPERIENCE

• Experience in nicotine, vaping, tobacco or regulated consumer goods.
• Established buyer and trade relationships across the Western Cape.
• Experience managing distributor or sub-distributor relationships.
• Experience working in a business experiencing rapid growth.
• Experience launching new products into the market.
• Experience with product ranging, pricing and promotional support.
• Experience with CRM or ERP systems.
• Experience managing teams across multiple territories or provinces.

WORKING ENVIRONMENT

This is a demanding, fast-paced FMCG sales environment covering a large geographical territory.

The successful candidate will work across:

• Major retail groups
• Forecourt groups
• Independent retailers
• Wholesale accounts
• Regional buyers and decision-makers
• Field sales representatives
• Merchandisers
• Marketing and Operations teams

Extensive regional travel is required.

IDEAL CANDIDATE PROFILE

The ideal candidate is a proven FMCG sales leader who is commercially astute, highly driven and comfortable taking ownership of regional performance.

• Strong sales leadership.
• Proven revenue growth.
• Excellent key account management.
• Strong negotiation skills.
• Effective team leadership.
• Strong analytical ability.
• Excellent customer relationships.
• High levels of accountability.
• The ability to work independently.
• The ability to operate under sustained pressure.
• A strong understanding of the Western Cape FMCG market.

PERSONAL ATTRIBUTES

The successful candidate should be:

• Results-driven.
• Commercially minded.
• Highly organised.
• Assertive and confident.