Traditional Trade Sales Manager

About the role

The Traditional Trade Sales Manager is responsible for developing and executing sales strategies aimed at wholesalers, independent retailers and other traditional trade partners. The role focuses on ensuring product availability, visibility and competitive positioning while building strong customer relationships to drive revenue and market share.

Key responsibilities

• Achieve revenue targets and drive sales growth within the traditional trade channel.
• Increase market share by improving product visibility and brand loyalty among wholesalers and independent retailers.
• Build and maintain strong relationships with key trade partners to ensure high customer satisfaction and repeat business.
• Implement and adapt the company’s sales strategy to align with market conditions and business goals.
• Ensure consistent brand presence and optimal product availability across the trade network.
• Manage compliance with company policies, regulatory standards and ethical guidelines.
• Lead, coach and develop a team of sales representatives and merchandisers to meet performance targets.

Required profile

• Proven experience in sales management within traditional trade or wholesale environments.
• Strong leadership and team development skills.
• Excellent relationship‑building and negotiation abilities.
• Data‑driven decision‑making mindset with ability to analyse sales performance.
• Financial accountability for trade budgets, spend and promotions.

Required skills