Executive: Sales and Marketing

Executive: Sales and Marketing

MAIN PURPOSE OF THE JOB

To provide strategic and operational leadership for the Sales, Marketing and Merchandising function by developing and implementing sales growth strategies, customer management plans, route-to-market initiatives, merchandising standards, brand activation programmes and market intelligence systems that drive revenue growth, market share, customer retention, product visibility and overall business profitability.

KEY DELIVERABLES

1. Sales and Marketing Strategy

1.1 Develops and implements the overall Sales and Marketing strategy aligned to the company’s business plan, revenue targets and profitability objectives.

Approved Sales and Marketing strategy. Annual sales and marketing plan.

Managing Director

1.2 Translates corporate objectives into regional sales targets, key account plans, merchandising priorities and marketing execution plans.

Regional sales targets. Key account plans. Merchandising execution plans. Marketing activity calendar.

Managing Director

1.3 Reviews market trends, competitor activity, customer behaviour and product performance to inform strategic decision-making.

Market intelligence reports. Competitor analysis reports. Product performance insights.

Managing Director

1.4 Recommends growth opportunities, new channels, customer segments and promotional initiatives to increase sales and market penetration.

Growth opportunity reports. Approved route-to-market initiatives.

Managing Director

2. Sales Revenue Management

2.1 Leads the achievement of monthly, quarterly and annual sales targets across all regions, customer segments and product categories.

Sales targets achieved. Monthly sales performance reports.

Managing Director

2.2 Reviews sales performance by region, customer, sales representative, product category and channel.

Sales dashboards. Variance reports. Corrective action plans.

Managing Director

2.3 Monitors sales pipeline, customer orders, sales conversion rates and revenue performance against targets.

Pipeline reports. Order tracking reports. Revenue performance reports.

Managing Director

2.4 Guides Sales Managers in developing corrective action plans where sales performance is below target.

Approved corrective action plans. Improved regional performance.

Managing Director

2.5 Ensures that sales activities contribute to profitable growth and do not undermine approved pricing, discounting or credit control frameworks.

Margin protection reports. Pricing compliance reports.

Managing Director / Finance Director

3. Regional Sales Leadership

3.1 Provides strategic and operational oversight to the Sales Manager: Southern and Sales Manager: Northern.

Regional performance reports. Sales review minutes.

3.2 Ensures that regional sales teams have clear targets, customer coverage plans and route plans.

Approved regional coverage plans. Sales call plans.

3.3 Reviews field sales execution to ensure effective customer visits, order generation, issue resolution and relationship management.

Customer visit reports. Field performance reports.

3.4 Ensures that Sales Representatives are deployed effectively to maximise market coverage and sales productivity.

Sales productivity reports. Coverage efficiency reports.

4. Key Account Management

4.1 Oversees strategic relationships with key accounts, major customers, distributors and high-value trading partners.

Key account relationship plans. Customer engagement reports.

Managing Director

4.2 Reviews and approves key account plans, trading terms, promotional proposals and customer growth plans in line with company policy.

Approved key account plans. Signed customer agreements where applicable.

Managing Director / Finance

4.3 Ensures timely resolution of key customer issues relating to pricing, supply, service delivery, merchandising, promotions and account performance.

Customer issue resolution register. Improved customer satisfaction.

4.4 Monitors key account profitability, volume growth, product mix and compliance with agreed trading terms.

Key account profitability reports. Account performance reviews.

Managing Director

5. Merchandising Management

5.1 Provides strategic oversight of the Merchandising Manager and merchandising teams to ensure consistent product availability, visibility and in-store execution.

Merchandising standards. Store execution reports.

5.2 Ensures that merchandising supervisors and merchandisers comply with approved merchandising standards, planograms, promotional displays and stock rotation requirements.

Merchandising audit reports. Planogram compliance reports.

5.3 Reviews in-store product presentation, shelf availability, competitor activity and promotional execution.

Field merchandising reports. Promotional compliance reports.

5.4 Ensures that merchandising activities support sales growth, brand visibility and customer satisfaction.

Improved product visibility. Reduced out-of-stock incidents.

6. Marketing and Brand Management

6.1 Provides leadership to the Marketing Manager in the development and implementation of marketing plans, campaigns, activations and brand communication initiatives.

Approved marketing plans. Campaign calendars.

Managing Director

6.2 Oversees the execution of promotional campaigns, product launches, trade promotions, customer events and consumer engagement activities.

Campaign execution reports. Promotion evaluation reports.

Managing Director

6.3 Ensures that marketing messages, graphic designs, promotional materials and brand assets are consistent with company standards.

Approved brand assets. Marketing collateral.

6.4 Reviews the effectiveness of marketing campaigns against sales uplift, customer reach, brand visibility and return on investment.

Campaign performance reports. Marketing ROI reports.

Managing Director

7. Business Analysis and Market Intelligence

7.1 Directs the Business Analyst in producing sales, customer, product, regional and market performance reports.

Sales analytics dashboards. Market intelligence reports.

7.2 Uses data analytics to identify sales trends, underperforming markets, high-growth opportunities and customer behaviour patterns.

Trend analysis reports. Opportunity reports.

7.3 Ensures that sales and marketing decisions are supported by accurate, timely and relevant business intelligence.

Accurate management reports. Data-driven decisions.

7.4 Reviews the integrity of sales data, customer data, promotional data and field activity reports.

Data quality reports. Corrected reporting gaps.

8. Budgeting and Cost Control

8.1 Develops and manages the Sales and Marketing budget in line with approved business objectives.

Approved departmental budget. Budget implementation plan.

Managing Director / Finance

8.2 Monitors expenditure relating to sales activities, merchandising operations, promotions, marketing campaigns, travel and customer engagement.

Monthly budget variance reports. Cost control reports.

Managing Director / Finance

8.3 Reviews proposed marketing and promotional spend to ensure commercial justification and return on investment.

Approved promotional budgets. ROI analysis.

Managing Director / Finance

8.4 Implements corrective action where expenditure exceeds approved budget or does not produce expected results.

Corrective action plans. Budget compliance.

Managing Director

9. Customer Relationship Management

9.1 Builds and maintains strategic relationships with major customers, distributors, retailers, wholesalers, business partners and relevant market stakeholders.

Customer engagement records. Stakeholder register.

9.2 Ensures that customer complaints and service concerns are escalated, tracked and resolved timeously.

Customer complaints register. Resolution reports.

9.3 Monitors customer satisfaction, customer retention and customer growth opportunities.

Customer satisfaction reports. Retention reports.

9.4 Represents the company professionally in external engagements, trade meetings, customer negotiations and market development activities.

Positive stakeholder relations. Business development opportunities.

Managing Director

10. Sales Operations and Administration

10.1 Oversees sales administration processes to ensure accurate order processing, sales reporting, customer records and documentation.

Accurate sales records. Updated customer database.

10.2 Ensures that the Administrator and Sales Co-ordinators provide effective administrative support to the Sales and Marketing function.

Administrative support reports. Timely documentation.

10.3 Reviews sales reports, call reports, promotional reports, merchandising reports and regional activity reports.

Consolidated monthly reports. Management review packs.

10.4 Ensures that sales documentation complies with internal policies, audit requirements and company procedures.

Audit-compliant records. Complete documentation.

11. People Management and Leadership

11.1 Assigns duties to direct reports and ensures that performance expectations are clearly communicated.

Signed performance contracts. Workplans.

11.2 Coaches, mentors and develops Sales Managers, the Merchandising Manager, the Marketing Manager, the Business Analyst and administrative support staff.

Coaching records. Improved team performance.

11.3 Conducts performance reviews and ensures that performance gaps are addressed through corrective action and development plans.

Performance review records. Development plans.

Managing Director

11.4 Builds a high-performance sales and marketing culture focused on accountability, customer service, execution discipline and ethical conduct.

Improved team performance. Reduced performance gaps.

12. Compliance, Governance and Risk Management

12.1 Ensures that all sales, marketing, merchandising and promotional activities comply with company policies, approved budgets and relevant laws.

Compliance reports. Nil adverse audit findings.

Managing Director

12.2 Ensures that customer agreements, promotional commitments, pricing proposals and trade terms are properly authorised.

Approved customer agreements. Pricing approval records.

Managing Director / Finance

12.3 Identifies sales and marketing risks, including customer concentration risk, pricing leakage, poor field execution, reputational risk and weak market coverage.

Risk register. Mitigation plans.

Managing Director

12.4 Promotes ethical conduct in customer engagement, market representation, promotional execution and use of company resources.

Ethical compliance reports. Reduced misconduct cases.

13. Reporting and Management Information

13.1 Prepares and submits monthly Sales and Marketing performance reports to the Managing Director.

Monthly reports submitted on time.

Managing Director

13.2 Presents sales, marketing, merchandising and customer performance at management meetings.

Management presentation packs. Action trackers.

Managing Director

13.3 Reports on sales targets, revenue growth, margins, customer performance, campaign results, merchandising compliance and market intelligence.

Comprehensive performance dashboard.

Managing Director

13.4 Ensures timely follow-up on agreed management actions arising from sales and marketing review meetings.

Action tracking reports. Closed action items.

Managing Director

14. Stakeholder Management

14.1 Identifies key external stakeholders relevant to sales, marketing, merchandising, brand visibility and customer development.

Stakeholder register. Engagement plan.

14.2 Maintains sound working relationships with customers, distributors, retailers, suppliers, agencies, media partners and other relevant commercial stakeholders.

Stakeholder engagement reports.

14.3 Engages internal stakeholders including Finance, Operations, Procurement, Warehousing, HR and Executive Management to support effective commercial execution.

Cross-functional action plans.

15. Any Other Related Duties

15.1 Performs any other duties related to the role as may be assigned by the Managing Director.

Assigned duties completed timeously and professionally.

KEY DECISIONS MADE

• Decides on regional sales execution priorities in line with approved sales targets and business strategy.

• Decides on the deployment of sales, merchandising and marketing resources to maximise revenue growth, market coverage and brand visibility.

• Decides on corrective action plans for underperforming regions, customers, campaigns, merchandising standards and sales teams.

• Recommends pricing, promotional, customer trading and strategic market development decisions for executive approval where required.

• Decides on the content, structure and timing of Sales and Marketing performance reports for management review.

SUPERVISORY CONTROLS

Supervision Received

Receives strategic direction and supervision from the Managing Director through executive meetings, performance reviews, sales and marketing reports, budget reviews and strategic planning sessions.

Supervision Given

Supervises the Sales Manager: Southern, Sales Manager: Northern, Merchandising Manager, Marketing Manager, Business Analyst and Administrator through regular meetings, performance reviews, field performance assessments, coaching sessions and management reports.

Provides indirect supervision over Key Account Managers, Sales Representatives, Sales Co-ordinators, Merchandising Supervisors, Merchandisers, Marketing Officer, Graphic Designer and Promoters through the relevant functional managers.

KEY CONTACTS AND PURPOSE

• Major customers, retailers, wholesalers and distributors: to manage commercial relationships, sales performance and customer growth.

• Advertising, media, design and promotional agencies: to support marketing campaigns, brand visibility and promotional execution.

• Market research providers and data partners: to obtain market insights and sales intelligence.

• Trade partners and suppliers: to support product availability, promotions and joint market development initiatives.

• Event organisers and promotional partners: to support product launches, activations and customer engagement initiatives.

• Internal stakeholders including Finance, Operations, Procurement, Warehousing, HR, IT and Executive Management: to support effective commercial execution.

PLANNING

• Annual Sales and Marketing strategy and budget to be prepared in line with the company’s annual planning cycle.

• Monthly sales targets to be communicated before the beginning of each month.

• Monthly Sales and Marketing performance reports to be submitted by the agreed management reporting deadline.

• Quarterly sales, merchandising and marketing performance reviews to be completed in line with executive review dates.

• Promotional and marketing campaigns to be planned in advance and approved before implementation.

• Corrective action plans for underperformance to be prepared and implemented within agreed timelines.

• Annual performance reviews for direct reports to be completed in line with the company’s performance management cycle.

EDUCATION

• Degree in Business Management

MBA would be an added advantage

POST-SCHOOL QUALIFICATIONS

• A degree in Marketing, Sales Management, Business Management, Commerce, Business Administration or a related field.

• A postgraduate qualification in Business Management, Marketing, Strategic Management or Sales Leadership is an added advantage.

• Professional training in sales management, key account management, digital marketing, business analytics or commercial strategy is an added advantage.

EXPERIENCE

• At least eight to ten years’ experience in sales, marketing, key account management, merchandising or commercial management.

• At least five years’ experience in a senior sales, marketing or commercial leadership role.

• Experience in FMCG, manufacturing, distribution, retail, wholesale or a high-volume trading environment is preferred.

• Demonstrated experience in managing sales teams, regional sales structures, merchandising teams, marketing campaigns and customer relationships.

• Demonstrated experience in revenue growth, route-to-market execution, customer development, sales analytics and budget management.

COMPETENCIES

• Strategic sales and marketing leadership.

• Commercial acumen and business judgement.

• Revenue growth and market development capability.

• Key account management and customer relationship management.

• Merchandising and trade marketing understanding.

• Data-driven decision-making and business analysis.

• Budgeting, cost control and financial awareness.

• People leadership, coaching and performance management.

• Negotiation, persuasion and stakeholder management.

• Planning, organising and execution discipline.

• Ethical judgement and governance awareness.

• High-level written and verbal communication skills.

SUMMARY OF INDICATORS OF JOB SIZE IN THE ORGANISATION

• Overall leadership of the Sales, Marketing and Merchandising function.

• Achievement of company sales revenue and market growth objectives.

• Direct supervision of senior functional managers within Sales, Marketing and Merchandising.

• Indirect oversight of a large field-based structure including Sales Representatives, Merchandisers and Promoters.

• Management of key customer relationships and major commercial accounts.

• Oversight of sales and marketing budgets, promotional expenditure and market development resources.

• Provision of strategic sales and marketing reports to executive management.

HAZARDS AND SAFETY REQUIREMENTS

• Wears prescribed personal protective equipment when visiting warehouses, production areas, loading areas or other operational sites.

• Observes road safety requirements during business travel and field visits.

• Complies with site-specific safety instructions during customer, trade and operational visits.

• Ensures that sales, merchandising and promotional teams comply with applicable safety rules during field activities, activations and store visits.