Sales Executive - Off Trade/ On Trade

Role Overview:

We are looking for a proactive and results-driven Sales Executive to manage and expand our presence across both Off Trade (Retail/Liquor Stores) and On Trade (Clubs, Bars, Lounges, Restaurants) channels. The ideal candidate will be skilled in communication, relationship building, negotiation, and execution of sales strategies that drive visibility, placements, and revenue growth for our brands.

Key Responsibilities

Off Trade Responsibilities (Retail Stores)Visit liquor stores in the assigned territory to introduce Boroka/Amateur and other portfolio products.

1. Collect retailer details and register them on the company’s sales application.
2. Map outlets by capturing key data such as footfall, existing brands, pricing, and outlet type.
3. Understand retailer billing cycles, credit terms, and product consumption patterns.
4. Pitch products effectively to generate orders and secure repeat business.
5. Ensure proper product placement and enhance visibility at retail counters.
6. Negotiate shelf space, displays, chillers, and merchandising opportunities.
7. Build and maintain strong relationships with retailers and store staff.
8. Educate retailers on product USPs and support them in consumer pitching.
9. Capture and report retailer/customer feedback for product and service improvements.
10. Update daily activities, visits, placements, and issues in the reporting system.
11. Monitor competitor activity and share insights with the team.

On Trade Responsibilities (Clubs, Bars, Lounges, Restaurants)Build and maintain strong relationships with key decision-makers such as owners, GMs, F&B heads, bar managers, and purchase teams.

1. Regularly visit on-trade outlets to pitch products, negotiate agreements, and close deals.
2. Plan, coordinate, and execute events, activations, and promotional activities to boost brand presence and sales.
3. Ensure timely deployment and placement of merchandise, POS materials, and marketing collaterals.
4. Work collaboratively with marketing and operations teams to align on-trade strategies with brand objectives.
5. Track competitor movements, gather market insights, and propose actionable strategies.
6. Meet sales targets, manage account profitability, and ensure consistent brand representation across outlets.

Skills & Qualifications

• Proven experience in sales (Beverage/Alcohol industry preferred).
• Strong communication, negotiation, and relationship-building skills.
• Ability to work independently in the field with daily reporting discipline.
• Knowledge of trade channels (on-trade/off-trade) is a strong advantage.
• Result-oriented mindset with the ability to meet targets and timelines.

Why Join Us?

• Opportunity to work with a growing and ambitious beverage brand.
• Dynamic work environment with career growth potential.
• Direct involvement in shaping brand presence across key market channels.