Regional Sales Manager

Key Responsibilities

• Take ownership of regional sales targets and revenue performance across all channels.
• Develop and execute strategic territory plans for the Eastern Cape and Garden Route.
• Identify and pursue new growth opportunities across retail, wholesale, forecourt and independent trade.
• Drive new business through prospecting, pitching and converting new accounts.
• Monitor competitor activity, pricing, product ranges and market trends within the region.
• Develop strategies to protect and grow the company's market position.
• Identify opportunities to increase distribution, market share and sales volumes.

• Build, maintain and grow relationships with regional key accounts, including SPAR, Pick n Pay, Shoprite and forecourt groups.
• Engage with regional buyers and managers regarding ranging, promotional activity and commercial opportunities.
• Ensure key accounts receive high levels of service and support.
• Drive product availability, compliance, ranging and share of shelf within managed accounts.
• Resolve customer escalations and commercial disputes promptly and professionally.
• Identify opportunities to expand product ranges and increase sales within existing key accounts.

• Drive sales volume and distribution growth across independent retailers and wholesale customers.
• Develop strong relationships with wholesalers and independent retailers.
• Secure new ranging opportunities and drive repeat business.
• Ensure pricing, credit and stock disciplines are maintained across the customer base.
• Identify opportunities to expand the regional customer portfolio.

• Lead, manage, coach and develop the regional field sales team, representatives and merchandisers.
• Set clear individual and team sales targets and performance expectations.
• Conduct regular performance reviews, coaching sessions and field accompaniments.
• Monitor individual performance and take appropriate action where targets are not achieved.
• Recognise and develop high-performing team members.
• Build a disciplined, accountable and high-performance sales culture.
• Recruit, onboard and develop new team members as the regional operation grows.

• Maximise customer call coverage and route efficiency across the region.
• Ensure effective product ranging, availability and visibility across all trade channels.
• Monitor sell-through, stock levels and returns across regional accounts.
• Ensure consistent merchandising and in-store execution.
• Conduct regular field visits and audits to ensure company and brand standards are maintained.
• Identify gaps in distribution, ranging and execution and implement corrective action.

• Prepare accurate weekly and monthly regional sales reports for the National Sales Manager.
• Provide reliable sales forecasts to support production planning and stock allocation.
• Track regional performance against revenue, coverage, new business, key account and debtor KPIs.
• Work closely with Finance regarding credit risk and debtor management within the region.
• Collaborate with Marketing on regional promotions, activations and trade initiatives.
• Partner with Operations to address stock availability, lead times and fulfilment issues.
• Provide management with market intelligence, competitor feedback and customer insights.

Key Performance Areas

• Regional Revenue Growth: Achieve month-on-month and year-on-year regional revenue targets.
• New Business: Increase the number of active accounts across retail, wholesale, independent and forecourt channels.
• Key Account Growth: Grow revenue and volume across SPAR, Pick n Pay, Shoprite and forecourt groups.
• Independent & Wholesale Growth: Increase active customer numbers, distribution and average order values.
• Call Coverage: Achieve targeted customer coverage across the regional territory.
• In-Trade Execution: Maintain strong product availability, ranging compliance, merchandising and share of shelf.
• Forecast Accuracy: Maintain accurate regional sales forecasts with minimal variance against actual performance.
• Debtor Management: Maintain strong credit and collection discipline across the regional customer base.
• Team Performance: Ensure individual and collective regional sales targets are consistently achieved.

Minimum Requirements

• Proven experience in a Regional Sales Manager, Area Sales Manager, Sales Manager or similar senior FMCG sales role.
• Demonstrated experience managing a geographically dispersed sales territory.
• Proven track record of achieving measurable sales growth and exceeding commercial targets.
• Experience managing and developing a field sales team.
• Strong understanding of the FMCG sales and distribution environment.
• Experience managing relationships with major retail groups such as SPAR, Pick n Pay, Shoprite and/or forecourt groups.
• Experience across independent trade and/or wholesale channels.
• Strong new-business development and account-growth experience.
• Excellent negotiation, communication and relationship-management skills.
• Strong commercial and analytical ability.
• Proven ability to work with sales reports, forecasts and performance KPIs.
• Strong leadership, coaching and performance-management skills.
• Valid driver's licence and own reliable vehicle.
• Ability and willingness to undertake extensive regional travel.
• Relevant tertiary qualification in Sales, Marketing, Business Management or a related field would be advantageous.

Advantageous Experience

• Experience within FMCG, wholesale or distribution.
• Experience within the nicotine, vaping, tobacco or regulated FMCG category.
• Existing relationships with major retail and forecourt groups.
• Proven experience growing a large regional territory with multiple sales channels.
• Experience managing key accounts alongside a regional field sales team.
• Strong understanding of merchandising, ranging, promotions and in-store execution.
• Experience using CRM, sales reporting and forecasting systems.
• Experience managing regional debtor performance and credit discipline.