Job Description
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