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Immediate Superior: National Sales Capability Development Manager
Job Grade: 15 
Location: Sandton
Function: Commerce
Type of Contract: Permanent
Reference Number: 134923 
Closing Date: 22 April 2025

 

PURPOSE OF POSITION

The Sales Capability Manager – Route to Consumer (RTC) is a strategic enabler responsible for developing and implementing best-in-class sales capabilities to optimize distributor management, trade execution, and market expansion. This role ensures that sales teams, distributors, and key stakeholders are equipped with the knowledge, tools, and strategies to maximize efficiency, enhance customer engagement, and drive sustainable growth in line with Heineken Beverages' commercial objectives. The role focuses on embedding data-driven decision-making, advanced sales methodologies, and technology-enabled execution to enhance RTC effectiveness and expand Heineken’s market presence.

 

KEY RESULT AREAS

RTC Strategy & Capability Development

Develop and implement structured training programs on RTC execution, distributor management, and territory optimization. Build and enhance capabilities in route optimization, geo-mapping, AI-driven sales planning, and trade coverage expansion. Establish best-practice sales execution models tailored to different customer and market segments. Partner with key stakeholders to ensure alignment of RTC strategies with overall business goals.

Distributor Management & Sales Execution

Train sales teams on distributor effectiveness, operational excellence, and performance management. Build expertise in trade marketing execution, in-market sales activation, and customer segmentation. Ensure teams are equipped to execute joint business planning (JBP) with distributors and key customers. Develop frameworks for tracking distributor performance, compliance, and operational efficiencies.

Digital Sales Enablement & Technology Adoption

Lead capability-building initiatives in digital sales platforms, CRM systems, and AI-powered sales tools. Equip teams with the skills to leverage real-time sales insights, e-commerce solutions, and automated order fulfilment. Foster collaboration between Sales, Digital & Technology (D&T), and Trade Marketing teams to drive digital adoption. Drive the implementation of automated sales reporting, dynamic pricing models, and predictive analytics.

Sales Force Effectiveness & Performance Optimization

Develop structured training on regional sales planning, demand forecasting, and trade execution excellence. Implement AI-driven insights to enhance sales optimization, outlet segmentation, and market coverage expansion. Establish a data-driven coaching culture, ensuring sales teams utilize analytics for informed decision-making. Train teams on financial acumen, trade investment ROI, and compliance in RTC operations.

Leadership Development & Innovation in RTC

Implement a coaching framework to build commercial excellence within sales teams. Introduce advanced sales enablement tools to improve customer interactions and distributor engagement. Drive cross-functional collaboration to integrate RTC innovations with category management and supply chain strategies. Champion innovation in trade execution, merchandising automation, and B2B sales transformation.

EDUCATIONAL QUALIFICATIONS

 

Bachelor’s degree in Business, Logistics, Commerce, Data Science, or a related field. Postgraduate qualification in Sales Leadership, Digital Transformation, or Business Strategy is advantageous.

 

PROFESSIONAL EXPERIENCE AND PERSONAL ATTRIBUTES

 

Minimum 5 years’ FMCG sales experience – with experience in the following:

Distributor management & trade execution. Sales force effectiveness & RTC planning. Advanced data analytics and AI-driven sales forecasting. Financial compliance, trade policy, and risk management in RTC. Understanding of liquor trading regulations & RTC strategies in South Africa. Strategic thinker with the ability to align RTC capability-building with business objectives. Expertise in geo-mapping, AI-driven route planning, and digital sales enablement. Strong facilitation and coaching skills to embed a high-performance RTC culture. Ability to collaborate cross-functionally with marketing, supply chain, and commercial strategy teams. Advanced proficiency in CRM platforms, digital sales tools, and performance analytics. High level of financial acumen, compliance knowledge, and risk mitigation.

 

The Company’s approved Employment Equity Plan and Targets will be considered as part of the recruitment process. As an Equal Opportunities employer, we actively encourage and welcome people with various disabilities to apply. Heineken Beverages (South Africa) (Pty) Ltd) is committed to an organisational culture that recognises, appreciates and values inclusion and diversity. You must be fully eligible to live and work in South Africa to apply.