Regional Sales Manager - PE Liquor Industry

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)