General Manager – B2C Sales

About the role

We are looking for a commercially strong General Manager of Sales – B2C to take full ownership of our consumer sales channel in South Africa. The successful candidate will lead a high‑performing team, stabilise current performance and drive accelerated revenue growth across retail and wholesale accounts.

Key responsibilities

• Own and execute the B2C sales strategy for the consumer portfolio.
• Drive growth across retail and wholesale channels, identifying and securing new business opportunities.
• Manage and strengthen key national retail accounts, building long‑term relationships.
• Analyse market trends, competitor activity and pricing dynamics to inform strategy.
• Develop and implement trade and promotional plans in partnership with marketing.
• Lead, coach and develop the B2C sales team to achieve targets.
• Provide accurate forecasting, pipeline management and performance reporting.
• Collaborate cross‑functionally with supply chain, finance and marketing teams.

Required profile

• 8+ years senior sales experience within FMCG or consumer goods.
• Proven track record managing national retail and/or wholesale accounts.
• Strong exposure to major South African retail and trade environments.
• Ability to identify inefficiencies and drive commercial improvements.
• Understanding of trade terms, promotions and category management.
• Relevant business or commerce qualification.

Required skills

• Strong hunter mentality with focus on new business growth.
• Commercially driven with strong execution capability.
• Comfortable operating in a lean, autonomous environment.
• Excellent negotiation and senior‑level relationship building.
• High energy, resilient and performance‑focused.