Regional Sales Manager - PE/East London - Liquor Industry, Johannesburg

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.

Position Area: PE/East London

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)

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