General Manager - Sales (B2C), Johannesburg, South Africa

We are seeking a commercially strong General Manager of Sales – B2C to take full ownership of a consumer sales channel and drive revenue growth. This role requires a hands-on sales leader who thrives in fast-paced environments, is highly execution-focused, and has a strong track record of growing retail and wholesale accounts.

The role will focus on stabilising performance, strengthening key customer relationships, and building a more scalable and disciplined sales function.

ROLE DETAILS

• Location: Johannesburg (Bryanston)
• Reporting To: Sales Director
• Employment Type: Permanent, Full-Time

KEY RESPONSIBILITIES

• Own and deliver the B2C sales strategy across the consumer portfolio
• Drive growth across retail and wholesale channels
• Identify and secure new business opportunities (strong hunter focus)
• Manage and strengthen key national retail accounts
• Analyse market trends, competitor activity, and pricing dynamics
• Develop and execute trade and promotional plans with marketing
• Lead and develop the B2C sales team
• Deliver forecasting, pipeline, and performance reporting
• Work cross-functionally with supply chain, finance, and marketing

REQUIRED EXPERIENCE

• 8+ years' senior sales experience within FMCG or consumer goods
• Proven track record managing national retail and/or wholesale accounts
• Strong exposure to major South African retail and trade environments
• Ability to identify inefficiencies and drive commercial improvements
• Strong understanding of trade terms, promotions, and category management
• Relevant business or commerce qualification

KEY ATTRIBUTES

• Strong hunter mentality with a focus on new business growth
• Commercially driven with strong execution capability
• Comfortable operating in a lean, autonomous environment
• Strong negotiator and relationship builder at senior level
• High energy, resilient, and performance-focused