Sales Channel Lead – Traditional Trade x1
Job Details
- Job Title: Sales Channel Lead – Traditional Trade
- Company: Coca-Cola Beverages South Africa (CCBSA)
- Job Category: Commercial – Sales and Marketing
- Job Type: Permanent
- Location: Bloemfontein
- Province: Free State
- Country: South Africa
- Closing Date: 09 July 2026
- Reporting To: Regional Manager – Sales
Job Purpose
The Sales Channel Lead – Traditional Trade is responsible for leading and developing the frontline sales team to drive sales growth, improve market share, strengthen customer relationships, and ensure excellent execution of Route-to-Market (RTM) strategies. The role focuses on delivering sustainable revenue growth, operational excellence, customer satisfaction, and compliance with company governance and safety standards.
Duties and Responsibilities
Sales Execution and Route-to-Market (RTM)
- Ensure effective execution of Route-to-Market (RTM) strategies.
- Drive execution standards and sales call adherence.
- Improve in-store execution to increase sales volume and market share.
- Monitor promotional campaigns to ensure compliance and return on investment.
- Maintain high execution standards across all sales territories.
Revenue and Profit Growth
- Deliver sustainable sales volume growth.
- Increase net sales revenue and profit margins.
- Develop strategic account plans.
- Improve product pack penetration.
- Optimize pricing strategies across territories.
Sales Team Management
- Lead, coach, and motivate the frontline sales team.
- Conduct regular performance coaching and feedback sessions.
- Set team and individual performance goals.
- Monitor Key Performance Indicators (KPIs).
- Identify and close skills gaps through training.
- Build a strong talent pipeline for future leadership roles.
Customer Relationship Management
- Maintain excellent customer relationships.
- Ensure prompt response to customer queries and concerns.
- Resolve customer issues effectively.
- Strengthen customer loyalty and satisfaction.
- Promote the Coca-Cola brand through exceptional service.
Resource and Asset Management
- Ensure effective utilization of trade assets.
- Manage company vehicles, coolers, equipment, and promotional materials.
- Monitor asset maintenance and compliance.
- Maximize return on investment for company assets.
Governance and Compliance
- Ensure compliance with governance policies and procedures.
- Adhere to the Risk and Control Matrix.
- Protect company assets.
- Ensure compliance with SHERQ (Safety, Health, Environment, Risk, and Quality) standards.
- Minimize operational risks and support business continuity.
Key Performance Indicators (KPIs)
- Sales Volume vs Target
- Revenue vs Target
- Outlet Volume Growth
- Gross Revenue
- Activated Customer Growth
- Customer Loyalty Index (CLI)
- RED Scores
- RED and PDA adherence
- Strike rate and call adherence
- Asset verification
Minimum Requirements
Education
- Formal qualification in Marketing, Sales, or an equivalent qualification.
Experience
- Minimum 3 years’ frontline sales experience in a Fast-Moving Consumer Goods (FMCG) environment.
- Previous team management experience.
Required Skills and Competencies
- Leadership and team management skills.
- Coaching and mentoring abilities.
- Strong understanding of FMCG sales practices.
- Knowledge of Route-to-Market (RTM) principles.
- Sales execution and market development skills.
- Customer relationship management.
- Negotiation and conflict resolution skills.
- Strong interpersonal and relationship-building abilities.
- Excellent verbal and written communication skills.
- Ability to motivate teams and achieve business targets.
- Strong analytical and problem-solving skills.
- Ability to interpret sales reports and data.
- Proficiency in using digital sales platforms and reporting tools.
- Results-driven with strong determination to achieve targets.
Ideal Candidate Profile
The ideal candidate is an experienced FMCG sales professional with proven leadership abilities, strong commercial acumen, and a passion for developing high-performing sales teams. They should excel at building customer relationships, driving market execution, improving sales performance, and ensuring operational excellence while maintaining compliance with company standards and policies.