Regional Sales Manager - PE/East London - Liquor Industry

Avatar Advisory - Avatar Human Capital; Johannesburg; On-site; ZAR 200 000 - 300 000; Full time

Job summary

A leading consulting firm is seeking a Regional Sales Manager to enhance market penetration in the liquor industry across the PE and East London regions. Responsibilities include managing sales teams, driving sales growth, and developing key relationships with distributors and retailers. The ideal candidate will have 4-6 years of experience in sales within the liquor or FMCG sectors alongside strong leadership and analytical skills. This role involves extensive travel and offers performance-based incentives.

Benefits

Performance-based incentives

Company vehicle or car allowance

Extensive regional travel

Qualifications

• 4-6 years of sales and merchandising experience in the liquor or FMCG industry.
• 4-6 years of experience in managing teams.
• Valid driver’s license and willingness to travel.

Responsibilities

• Manage and lead regional sales operations.
• Drive sales volumes, revenue, and profitability.
• Develop regional sales and route-to-market strategies.
• Build relationships with key accounts and distributors.
• Monitor competitor activity and market trends.

Skills

Leadership

Negotiation

Relationship Management

Analytical Skills

Education

Marketing/sales qualification

Relevant sales, marketing, or business qualification

Tools

CRM tools

Sales reporting tools

Job description

A company is seeking a Regional Sales Manager to drive sales growth, market penetration, and brand presence across the PE and East London region by managing sales teams, key accounts, and distributor relationships within the liquor trade.

Candidate (will call on townships)

Marketing/sales qualification an advantage

4-6 years Sales and merchandising experience within the liquor industry or FMCG

4-6 years managing a team experience

Driving for over 2 years

Key Responsibilities

• Manage and lead regional sales operations within the liquor industry
• Drive sales volumes, revenue, and profitability across on- and off-trade channels
• Manage and coach sales representatives and merchandisers
• Develop and implement regional sales and route-to-market strategies
• Build strong relationships with key accounts, distributors, wholesalers, and retailers
• Ensure effective product listings, promotions, and in-store execution
• Monitor competitor activity, pricing, and market trends
• Manage regional sales budgets, forecasts, and performance reporting
• Ensure compliance with liquor legislation, company policies, and ethical standards
• Work closely with marketing to execute brand activations and promotions

Minimum Requirements

• Proven experience as a Regional Sales Manager or Area Sales Manager in the liquor or FMCG industry
• Strong knowledge of on-trade (bars, restaurants, taverns) and off-trade (liquor stores, wholesalers) environments
• Excellent leadership, negotiation, and relationship-management skills
• Valid driver’s licence and willingness to travel within the region
• Strong analytical and reporting skills

Preferred / Advantageous

• Existing trade relationships in PE / East London
• Experience managing distributor and route sales teams
• Relevant sales, marketing, or business qualification
• Experience with CRM and sales reporting tools

Key Competencies

• Strategic sales leadership
• Commercial and financial acumen
• Team motivation and performance management
• Strong communication and negotiation skills
• Results-driven mindset
• Compliance and governance awareness

Working Conditions

• Extensive regional travel
• Performance-based incentives and commission
• Company vehicle / car allowance (where applicable)