Industry: FMCG Sales & Distribution
Location: Gauteng – Johannesburg or Pretoria (candidates must be based within the region)
Region Covered: Gauteng, North West, Free State, Mpumalanga and Limpopo
Reports To: National Sales Manager
Team: Regional field sales representatives, key account representatives and merchandisers
Remuneration: Annual CTC of up to R960,000, plus performance incentives
Travel: Extensive regional travel required
Requirements: Valid driver's licence and own reliable vehicle
Relocation: Considered for exceptional candidates, with relocation completed before commencement
Start Date: As soon as possible, subject to notice period

Role Overview

We are seeking an experienced and commercially driven Regional Sales Manager – Inland to take ownership of sales performance and revenue growth across Gauteng, North West, Free State, Mpumalanga and Limpopo.
This is a demanding, high-responsibility leadership role within a fast-growing FMCG distribution business operating in the nicotine and vaping category. The successful candidate must demonstrate a strong track record of growing sales, developing key accounts, acquiring new business and leading a geographically dispersed sales team.
The role requires a hands-on regional leader who can develop and implement sales strategies while remaining actively involved in the field, supporting sales representatives, engaging with major retail buyers and identifying new commercial opportunities.
Candidates must be able to demonstrate measurable historical sales growth and clearly explain the strategies and actions that delivered those results.

Key Responsibilities

1. Regional Sales Strategy and Revenue Growth

• Take ownership of regional sales targets, turnover and overall commercial performance across all five provinces.
• Develop and implement regional sales strategies and territory plans aligned with company objectives.
• Identify and pursue opportunities to increase distribution, sales volumes, market share and revenue.
• Drive new business acquisition through prospecting, presentations, negotiations and account openings.
• Monitor competitor activity, pricing, product ranges and market developments.
• Identify underperforming areas and implement corrective actions to improve results.

2. Key Account Management

• Develop and grow relationships with major retail groups, including SPAR, Pick n Pay and Shoprite, as well as forecourt groups.
• Engage with regional buyers, regional managers and other key decision-makers.
• Negotiate product ranging, promotional opportunities and regional trading arrangements.
• Ensure strong account management, product availability, ranging compliance and share of shelf.
• Resolve customer escalations and commercial disputes professionally and efficiently.
• Identify opportunities to increase turnover and product penetration within existing key accounts.

3. Independent Trade and Wholesale Development

• Drive sales and distribution growth across independent retailers and wholesale customers.
• Develop relationships with wholesalers and independent business owners.
• Secure new listings, repeat orders and increased product ranging.
• Monitor pricing, stock levels, credit exposure and debtor performance.
• Identify opportunities to expand the active customer base across the region.

4. Regional Team Leadership

• Lead, manage and develop the regional sales representatives, key account representatives and merchandisers.
• Set clear individual and collective sales targets.
• Conduct regular performance reviews, coaching sessions and field accompaniments.
• Monitor team productivity, call coverage, customer engagement and sales conversion.
• Address underperformance promptly while recognising and developing strong performers.
• Recruit, onboard and train additional team members as required.
• Build a disciplined, accountable and results-driven sales culture.

5. Distribution, Coverage and In-Trade Execution

• Maximise customer coverage, call-cycle adherence and route efficiency across the region.
• Ensure appropriate product ranging, availability, visibility and merchandising standards.
• Monitor stockholding, sell-through, returns and distribution performance.
• Conduct store visits and sales audits to maintain execution standards.
• Ensure promotional activities and brand standards are implemented consistently.
• Identify gaps in distribution and implement plans to improve regional market penetration.

6. Reporting, Forecasting and Cross-Functional Collaboration

• Prepare accurate weekly and monthly regional sales reports for the National Sales Manager.
• Develop reliable sales forecasts to support stock allocation and operational planning.
• Monitor and report on revenue, new accounts, key account growth, call coverage, distribution and debtor performance.
• Work closely with Finance to manage credit risk and overdue accounts.
• Collaborate with Marketing on promotional calendars and regional trade activations.
• Partner with Operations to address stock availability, lead times and customer fulfilment.
• Use sales data and performance reporting to guide decisions and improve results.

Key Performance Areas

Performance will be measured against clearly defined commercial and operational indicators, including:

• Regional revenue growth: Achievement of monthly and annual turnover targets.
• New business acquisition: Number and value of new active accounts opened.
• Key account growth: Revenue and volume growth across major retail and forecourt groups.
• Independent and wholesale growth: Increased active accounts, distribution and order values.
• Sales coverage: Effective call coverage across the regional customer base.
• In-trade execution: Product availability, ranging compliance, merchandising and share of shelf.
• Forecast accuracy: Reliability of regional sales forecasts compared with actual results.
• Debtor management: Effective control of overdue accounts and credit exposure.
• Team performance: Achievement of individual and collective sales targets.
• Customer retention: Strength and growth of key customer relationships.

Minimum Requirements

• Proven experience in regional sales management or senior key account management within the FMCG industry.
• A strong, demonstrable track record of achieving sales growth and meeting demanding targets.
• Experience managing a large geographical territory and delivering results under pressure.
• Proven ability to manage major retail accounts at regional buyer or decision-maker level.
• Experience working with major retail groups, including SPAR, Pick n Pay and Shoprite, and forecourt groups.
• Experience developing independent trade and wholesale channels.
• Demonstrated experience leading, coaching and holding a field sales team accountable.
• Strong commercial acumen, negotiation skills and business development capabilities.
• Ability to interpret sales data, prepare forecasts and make commercially sound decisions.
• Excellent communication, relationship management and problem-solving skills.
• Valid driver's licence and own reliable vehicle.
• Willingness and ability to travel extensively throughout Gauteng, North West, Free State, Mpumalanga and Limpopo.
• A relevant qualification in Sales, Marketing, Business Management or a related field, such as a BCom, National Diploma or equivalent.

Advantageous Experience

• Experience in nicotine, vaping, tobacco or other regulated consumer goods.
• Established relationships with retail buyers, forecourt groups, wholesalers and independent retailers across the Inland region.
• Experience within a distributor or sub-distributor business.
• Experience growing a business in a fast-paced, high-growth environment.
• Experience managing multi-province sales teams.
• Experience launching new products, securing listings and implementing promotional campaigns.
• Familiarity with CRM, ERP and sales reporting systems.

Working Environment

This is a fast-paced, competitive FMCG environment requiring strong commercial judgement, high levels of accountability and the ability to deliver results across a large geographical territory.
The Regional Sales Manager will be responsible for driving performance across major retail groups, forecourts, independent retailers and wholesale channels. The role requires extensive travel, regular field visits, active team management and consistent monitoring of sales performance and in-store execution.