Regional Sales Manager

Key Responsibilities

Regional Sales Strategy & Revenue Growth

• Take full ownership of regional sales targets and revenue performance.
• Develop and implement territory sales strategies across the Eastern Cape, including the Garden Route.
• Identify and pursue growth opportunities across retail, wholesale, forecourt and independent trade.
• Drive new business through prospecting, presentations, negotiations and securing new accounts.
• Monitor competitor activity, pricing and product ranges within the region.
• Respond quickly to market changes and competitive activity to protect and grow market share.

Key Account Management

• Manage and grow relationships with major regional key accounts, including SPAR, Pick n Pay, Shoprite and forecourt groups.
• Negotiate product ranging, promotional activity and trading execution at regional level.
• Ensure key accounts receive a high standard of service, with a strong focus on product availability, compliance, shelf presence and relationship management.
• Handle customer escalations, disputes and commercial queries professionally and efficiently.
• Build strong, long-term relationships with buyers, regional managers and other key stakeholders.

Independent Trade & Wholesale

• Drive sales volume and distribution growth across independent trade and wholesale channels.
• Develop direct relationships with wholesalers and independent retailers.
• Identify opportunities to increase product ranging and repeat orders.
• Ensure pricing, credit and stock discipline are maintained across the customer base.
• Develop new accounts and expand the regional customer network.

Regional Team Leadership

• Lead, manage and develop the regional field sales team, sales representatives and merchandisers.
• Set clear individual and team sales targets.
• Conduct regular performance reviews, coaching sessions and field accompaniments.
• Drive accountability and recognise strong individual and team performance.
• Address underperformance quickly and constructively.
• Build a disciplined, motivated and high-performance regional sales culture.
• Assist with recruitment and onboarding of new team members as the region expands.

Territory Coverage, Distribution & In-Trade Execution

• Maximise customer call coverage and route efficiency across the geographically spread territory.
• Ensure optimal product ranging, availability and visibility across all sales channels.
• Monitor sales performance, stock levels and returns across the regional customer base.
• Ensure consistent merchandising and in-store execution.
• Conduct regular field visits and audits to ensure brand and execution standards are maintained.
• Identify gaps in distribution and product availability and implement corrective action.

Reporting, Forecasting & Collaboration

• Prepare accurate weekly and monthly regional sales reports for the National Sales Manager.
• Provide reliable sales forecasts to support production planning and stock allocation.
• Monitor and report on key performance indicators, including revenue, customer coverage, new accounts, key account growth and debtor performance.
• Work closely with Finance regarding credit risk and debtor management.
• Collaborate with Marketing on regional promotions, campaigns and trade activations.
• Work closely with Operations to address stock availability, lead times and fulfilment requirements.
• Provide management with relevant market intelligence and recommendations.

Key Performance Indicators

• Regional Revenue Growth: Month-on-month and year-on-year regional revenue against target.
• New Account Acquisition: Number of new active accounts opened per quarter.
• Key Account Growth: Revenue and volume growth within major retail and forecourt accounts.
• Independent & Wholesale Growth: Growth in active independent and wholesale accounts and average order value.
• Call Coverage: Active customer coverage against the total addressable customer base.
• In-Trade Execution: Product availability, ranging compliance and shelf presence.
• Forecast Accuracy: Variance between regional sales forecasts and actual monthly revenue.
• Debtor Management: Effective management and reduction of overdue regional accounts.
• Team Performance: Achievement of individual and collective sales targets by the regional team.

Minimum Requirements

• Proven experience in a regional sales management or senior sales leadership position.
• Strong FMCG sales and distribution experience.
• Proven track record of achieving and exceeding sales targets.
• Experience managing and motivating field sales teams.
• Strong experience in key account management and customer relationship management.
• Experience working across retail, wholesale, forecourt and independent trade environments.
• Strong commercial and negotiation skills.
• Excellent understanding of territory planning and sales execution.
• Strong reporting, forecasting and analytical abilities.
• Excellent communication and interpersonal skills.
• Valid driver’s licence.
• Own reliable vehicle.
• Willingness and ability to travel extensively throughout the Eastern Cape and Garden Route.

Personal Attributes

• Results-driven and commercially focused.
• Strong leadership ability.
• Highly motivated and self-disciplined.
• Confident communicator and negotiator.