Sales Manager

Summary:

The Sales Manager is responsible for leading the entire Sales Department, inclusive of External Sales, Online Sales, and Showroom Sales. This role owns all departmental revenue targets and is accountable for the planning, controlling, resource management, and leadership required to achieve revenue targets.

The Sales Manager sets the strategic direction for sales, ensures execution through relevant functions, and drives performance through structured influence, clear standards, and cross-functional alignment.

The ideal candidate will combine strong commercial insight, conceptual thinking, and interpersonal leadership to scale the sales department nationally while ensuring consistent revenue growth and operational discipline. 

Reports to: Business Owner / Executive Management 

Responsibilities:

General

• Own full responsibility for all departmental sales targets and revenue performance.
• Develop and implement the overall sales strategy aligned with company growth objectives.
• Plan, organise, lead, and control all sales activities across External, Online, and Showroom Sales.
• Ensure that all sales functions execute plans effectively to achieve targets.
• Translate company objectives into clear departmental goals and measurable outcomes.
• Monitor overall departmental performance, including conversion rates, revenue growth, and pipeline health.
• Identify risks to revenue performance and implement corrective strategies.
• Ensure consistent reporting and data-driven decision-making across all sales channels.
• Drive a high-performance, results-oriented sales culture.

Strategic Planning & Scaling

• Develop short-, medium-, and long-term sales growth plans.
• Ensure the sales department is structured and resourced to support national expansion.
• Design scalable sales processes that can be replicated across branches and future locations.
• Align sales structures, territories, and channel strategies with expansion objectives.
• Ensure the sales department generates the revenue required to support overall company growth and infrastructure scaling.
• Evaluate market trends, competitor activity, and product performance to guide strategic direction.

Leadership & Execution Through Functions

• Lead and influence all sales functions to execute departmental strategy effectively.
• Ensure that each sales function understands targets, expectations, and required standards.
• Secure and allocate resources required for performance (people, systems, marketing alignment, pricing strategy).
• Hold function leaders and supervisors accountable for execution and results.
• Drive alignment between External Sales, Online Sales, and Showroom Sales to prevent silos.
• Foster buy-in and commitment across the department through strong communication and leadership presence.
• Set clear performance expectations and maintain accountability at all levels.

Standards, Governance & Communication

• Set and enforce sales department standards in line with company values and strategic direction.
• Ensure all sales communication aligns with brand standards and internal communication policies.
• Maintain discipline in CRM usage, reporting structures, quotation standards, and client engagement processes.
• Ensure pricing integrity, product margin discipline, and adherence to company commercial policies.
• Establish structured performance reviews and KPI frameworks across all sales functions.
• Promote professional conduct, consistency, and customer-focused excellence across all channels.

Cross-Functional Alignment

• Work closely with Marketing to align campaigns, lead generation, and promotional strategies with sales targets.
• Collaborate with Operations, Procurement, Warehouse, Logistics, and Customer Care to ensure smooth execution of sales commitments.
• Provide strategic sales input into product development, pricing models, and stock planning.
• Ensure operational capacity supports projected sales growth.
• Drive feedback loops between sales and other departments to improve efficiency and customer experience.

Team Leadership & Development

• Build and develop a strong, performance-driven sales leadership structure.
• Identify talent gaps and implement development plans.
• Mentor and coach senior sales personnel and function leads.
• Create a culture of ownership, accountability, and continuous improvement.
• Ensure succession planning and leadership pipeline development within the department.

Financial & Performance Management

• Manage departmental budgets in line with revenue objectives.
• Ensure cost-effective resource allocation without compromising growth.
• Identify margin improvement opportunities and optimise pricing strategies.
• Regularly report on departmental performance, revenue forecasts, and financial metrics.
• Maintain a strong revenue forecasting accuracy.

Minimum requirements: 

• Minimum 5 years’ experience in a senior sales leadership role 

• Proven track record of achieving and scaling revenue targets 

• Demonstrated experience managing multiple sales functions or channels 

• Strong understanding of CRM systems, sales analytics, and reporting tools 

• Strong Administration and Computer skills (Emails, Word, Excel) 

• Fluent in English. Afrikaans advantageous.

• Valid South African driver’s license 

Competencies: 

• Strong conceptual and strategic thinking ability 

• Excellent commercial acumen and revenue management skills 

• Advanced leadership and influencing skills 

• Strong interpersonal and communication skills 

• High emotional intelligence and team engagement capability 

• Strong analytical and decision-making skills 

• Ability to lead through structure, systems, and accountability 

• Strong planning and organisational skills 

• Performance-driven and results-focused 

Natural Progression Path (Career Development): 

• Head of Revenue and Growth 

• Head of Sales