ROLE OVERVIEW
The Sales Representative: On Trade will be responsible for driving sales growth, brand visibility, and customer relationships within the On Trade channel within the surrounding George area. The role focuses on achieving volume and availability targets, managing promotions and events, identifying new business opportunities, and delivering excellent customer service while representing the company’s portfolio within the liquor industry.
KEY RESPONSIBILITIES
Account Development & Relationship Management
- Manage and grow a portfolio of on-trade accounts within the assigned territory.
- Build and maintain strong relationships with outlet owners, decision-makers, beverage managers, sommeliers, and key influencers.
Brand Visibility & Execution Excellence
- Deliver and maintain Minimum Execution Standards (MES) across all assigned outlets.
- Ensure optimal visibility through menu listings, back-bar presence, serving rituals, and point-of-sale materials.
- Drive execution standards that elevate brand perception and consumer engagement.
- Monitor competitor activity and identify opportunities to strengthen brand presence.
Sales & Commercial Performance
- Deliver volume, value, distribution, and profitability targets across the portfolio.
- Identify opportunities to grow brand performance within existing and new accounts.
- Ensure all activities support growth and brand equity.
Reporting & Administration
- Maintain accurate customer records, call reports, and activity tracking.
- Provide regular feedback on account performance, market trends, and competitor activity.
- Ensure all sales administration is completed accurately and within required timelines.
SKILLS & ATTRIBUTES
- Strong relationship building and networking skills
- Excellent communication and presentation skills
- Should demonstrate initiative and be results-driven with strong commercial acumen
- Ability to influence and negotiate
- Highly organized and attention to detail
- Demonstrate initiative and ownership
- Willingness to work evenings and weekends as required
QUALIFICATIONS & EXPERIENCE
- Matric or equivalent
- Diploma or Degree in Sales, Marketing or Hospitality or related field
- WSET accreditation advantageous
- Minimum of 3 years of experience as a Sales Representative within an FMCG environment, hospitality or beverage environment is required
- Proven track record in customer relationship management and account development
- Must have a valid Code 8 driver’s license
Skills Required
- Matric or equivalent
- Diploma or degree in Sales, Marketing, Hospitality, or a related field
- WSET accreditation
- Minimum 3 years of Sales Representative experience in FMCG, hospitality, or beverage environments
- Proven track record in customer relationship management and account development
- Valid Code 8 driver's license
What We Do
Edward Snell & Co. is South Africa’s largest independent spirits group, operating an independent spirits business founded in 1848. The company produces, distributes, sells, and markets award-winning local and international brands. Its mission emphasizes empowering people and pursuing “greatness for good,” while its core operations cover the manufacture, distribution, marketing, and sale of alcoholic beverages in the South African market.
