On & Off Trade Sales Representative | CLM Brands | Garden Route | PE

Craft Liquor Merchants (CLM) is seeking a dynamic and commercially driven Sales Representative to manage and grow both On-Consumption (hospitality) and Off-Consumption (retail) channels within an assigned territory.

This role is responsible for driving revenue growth, expanding distribution and listings, and executing trade activities across a diverse customer base, including liquor stores, retail chains, restaurants, bars, and hotels.

The successful candidate will operate as a dual-channel commercial owner, ensuring strong brand presence, customer engagement, and consistent execution across both environments.

Key Responsibilities:

Sales & Revenue Growth:

• Achieve and exceed sales targets across both retail and hospitality channels
• Drive revenue growth through increased product distribution, listings, and account expansion
• Identify new business opportunities and grow existing customer portfolios
• Monitor sales performance and implement corrective actions where required

Trade Execution & Brand Presence:

• Ensure strong product visibility, merchandising, and pricing compliance in retail outlets
• Secure and maintain product listings on menus and wine lists within hospitality venues
• Execute promotions, activations, tastings, and trade campaigns
• Support product launches and seasonal initiatives across both channels

Customer Relationship Management:

• Build and maintain strong relationships with:
• Retail buyers, store managers, and distributors
• Restaurant owners, bar managers, chefs, and hospitality stakeholders
• Conduct structured trade visits aligned to call cycle requirements
• Provide professional service and resolve customer queries effectively

Customer Development & Category Growth:

• Support retail customers with merchandising and promotional execution
• Support hospitality customers with:
• Product training and tastings
• Menu development and wine pairing recommendations
• Identify opportunities to grow category performance and customer sales
  

Reporting, Insights & Administration:

• Maintain accurate and up-to-date records in CRM systems (e.g. Salesforce, CG Cloud)
• Track performance against targets and provide regular feedback
• Analyse sales data and customer trends to inform decision-making
• Monitor competitor activity and provide market insights

Operational Execution & Compliance:

• Process orders accurately and ensure product availability
• Manage stock allocation in line with customer needs and business requirements
• Ensure compliance with company systems, processes, and policies
• Maintain high standards of professionalism and operational discipline

Key Competencies:

• Strong sales and results orientation
• Customer relationship management across diverse environments
• Communication and influencing skills
• Commercial awareness and opportunity identification
• Planning, organisation, and time management
• Ability to work independently and manage a territory

Minimum Requirements:

• Grade 12 (Matric)
• 2–4 years’ experience in FMCG, liquor, retail, or hospitality sales
• Valid driver’s licence and own reliable vehicle
• Basic proficiency in Microsoft Office and CRM systems

Please do not apply if you do not meet the requirements.

Should you not receive any feedback within 2 weeks after the closing date, please consider your application unsuccessful.