Sales Manager

Position Overview

The Trade Sales Manager is responsible for driving sales growth within the on-trade and off-trade channels. This role focuses on developing strong trade relationships, expanding market presence, achieving revenue targets, and executing strategic sales initiatives to strengthen the company’s wine portfolio in the market.

Key Responsibilities

• Develop and execute trade sales strategies to achieve monthly and annual sales targets.
• Identify and secure new business opportunities within the on-trade and off-trade sectors.
• Grow distribution footprint and increase product listings across key accounts.
• Monitor competitor activities and market trends to identify growth opportunities.

• Build and maintain strong relationships with key trade partners.
• Conduct regular sales visits, tastings, and product presentations.
• Negotiate pricing, promotional activities, and commercial agreements.
• Ensure high levels of customer satisfaction and retention.

• Drive awareness and education of the wine portfolio to trade customers.
• Work closely with marketing teams to implement promotions and trade campaigns.
• Plan and execute wine tastings, events, and staff training sessions for trade partners.
• Ensure proper product placement, visibility, and merchandising standards.

• Prepare sales forecasts, reports, and performance analyses.
• Monitor inventory levels and coordinate with operations/logistics to ensure product availability.
• Manage budgets, discounts, and promotional spend responsibly.
• Maintain accurate CRM records of client interactions and pipeline opportunities.

• Diploma/ Bachelor’s degree in Business, Marketing, Hospitality, or related field (preferred).
• 2–5+ years of experience in wine, FMCG, beverage, or hospitality sales.
• Strong knowledge of wines, wine regions, and industry trends.
• WSET certification or equivalent wine qualification is an advantage.
• Proven track record of achieving sales targets and developing key accounts.
• Strong negotiation and relationship-building skills.
• Excellent communication and presentation abilities.
• Commercially driven with strong analytical skills.
• Self-motivated, results-oriented, and proactive.
• Ability to work independently and manage territory effectively.
• Ability to work under pressure and to deliver sales targets