SALES REPRESENTATIVE -ALCOHOL

DUTIES AND RESPONSIBILITIES

 Sales Execution & Revenue Growth

• Achieve monthly, quarterly, and annual sales volume, revenue, and distribution targets for the company’s alcoholic beverage portfolio.
• Execute territory sales plans to increase market share and brand penetration across the assigned region.
• Identify new business opportunities and convert prospects into active retail and wholesale accounts.
• Maximize sales through effective product mix management, promotional activities, and upselling initiatives.
• Monitor daily sales performance and implement corrective actions to address performance gaps.

Distributor & Channel Management

• Build and maintain strong relationships with appointed distributors to ensure efficient product availability and market coverage.
• Monitor distributor performance against agreed sales, distribution, and stockholding targets.
• Support distributors in territory planning, route optimization, and sales execution.
• Ensure distributors maintain adequate inventory levels to minimize stock-outs and maximize sales opportunities.
• Identify and develop new distribution channels to expand market reach.

Trade & Customer Relationship Management

• Develop strong relationships with wholesalers, supermarkets, wines and spirits outlets, bars, hotels, restaurants, clubs, and other on-trade and off-trade customers.
• Conduct regular customer visits to strengthen partnerships and identify opportunities for business growth.
• Negotiate trading terms, promotional agreements, and product listings within approved commercial guidelines.
• Resolve customer concerns promptly while maintaining high levels of customer satisfaction and loyalty.

Route-to-Market & Market Development

• Implement effective route-to-market strategies to improve product availability and market penetration.
• Expand numeric and weighted distribution across assigned territories.
• Identify underserved markets and develop action plans to increase sales coverage.
• Ensure all priority brands are listed and consistently available within key customer accounts.

 Brand Visibility & Trade Marketing Execution

• Ensure excellent in-store and outlet execution through merchandising, product displays, and point-of-sale materials.
• Implement national and regional trade marketing campaigns in collaboration with the marketing team.
• Monitor compliance with agreed promotional activities and display standards.
• Increase brand visibility and consumer awareness through effective trade activation.

Market Intelligence

• Monitor competitor products, pricing, promotions, and route-to-market strategies.
• Collect market intelligence on consumer trends, customer preferences, and emerging opportunities.
• Provide regular feedback to management on market developments and recommend appropriate commercial actions.
• Identify risks and opportunities affecting sales performance within the assigned territory.

Sales Planning, Reporting & Forecasting

• Prepare accurate sales forecasts to support demand planning and inventory management.
• Submit timely daily, weekly, and monthly sales performance reports.
• Maintain accurate customer, outlet, and sales records using company reporting systems.
• Analyze sales trends and recommend initiatives to improve territory performance.

 Credit & Receivables Management

• Monitor customer credit exposure and ensure compliance with approved credit terms.
• Follow up on outstanding payments and support timely debt collection.
• Reconcile customer accounts and escalate overdue accounts where necessary.
• Work closely with distributors and the finance team to maintain healthy debtor balances.

Regulatory Compliance & Responsible Alcohol Sales

• Ensure all sales activities comply with company policies and applicable alcoholic beverage regulations.
• Promote responsible marketing and sales practices in line with industry and regulatory requirements.
• Ensure customers adhere to legal requirements governing the sale and distribution of alcoholic beverages.
• Maintain the highest standards of integrity and professionalism while representing the company.

Cross-Functional Collaboration

• Work closely with the Marketing, Supply Chain, Finance, Customer Service, and Production teams to ensure seamless execution of commercial plans.
• Participate in sales meetings, product launches, trade activations, and distributor reviews.
• Share customer insights and market intelligence to support product development and commercial decision-making.
• Continuously build product knowledge and stay informed about industry trends, competitor activities, and consumer preferences to enhance sales effectiveness.

KEY REQUIREMENT SKILLS AND QUALIFICATION

• Diploma or Bachelor’s Degree in Business Administration, Sales, Marketing, or a related field.
• Minimum of 3 years’ experience in FMCG sales, preferably within the alcoholic beverages industry.
• Demonstrated success in consistently achieving or exceeding sales targets.
• Strong understanding of FMCG distribution models, route-to-market strategies, and channel management.
• Experience managing distributors, wholesalers, modern trade, and general trade accounts.
• Knowledge of the assigned territory and established trade relationships is an added advantage.
• Valid driving license preferred.
• Strong sales negotiation and influencing skills.
• Excellent relationship management and customer service skills.
• Commercial acumen with strong business development capabilities.

HOW TO APPLY

• If you meet the above qualifications, skills and experience share CV on recruitment@britesmanagement.com
• Interviews will be carried out on a rolling basis until the position is filled.
• Only the shortlisted candidates will be contacted.