Domestic Sales Manager

Role Purpose

The Domestic Sales Manager is responsible for driving Bouchard Finlayson’s presence, revenue performance and brand influence within the South African market, with a strong focus on premium hospitality venues, luxury hotels, fine dining restaurants, boutique wine retailers and curated high-end experiences. The role includes leading the on-the-ground sales team, managing national key accounts, ensuring disciplined pipeline management and delivering accurate sales forecasting to support commercial growth.

Every role at Bouchard Finlayson carries responsibility not only for day-to-day delivery, but for shaping the next chapter of the brand. All team members are expected to act as stewards of the business, contributing ideas, embracing change, and taking ownership of how we evolve, grow, and succeed together. The future of Bouchard Finlayson is built through collective accountability, collaboration, and a shared commitment to excellence.

Key Responsibilities

• Build and strengthen Bouchard Finlayson’s presence in South Africa’s premium hospitality environments.

• Develop strong relationships with sommeliers, F&B managers, chefs and luxury hospitality stakeholders.

• Identify and secure new premium on-trade and high-end retail opportunities.

• Lead, mentor and manage the domestic sales team to ensure high performance and accountability.

• Conduct regular field visits and provide coaching, guidance and performance evaluation.

• Ensure disciplined pipeline management, accurate CRM updates and structured opportunity tracking.

• Deliver accurate monthly, quarterly and annual sales forecasts informed by data and market insights.

• Manage and grow key on-trade and retail accounts, including negotiation of commercial terms.

• Monitor competitor activity and proactively adjust sales tactics and strategic focus.

• Support marketing initiatives that enhance brand visibility and trade engagement.

• Prepare professional sales reports outlining performance, pipeline, opportunities and risks.

• Collaborate with Marketing, Logistics, Finance and Operations to ensure seamless customer execution.

• Represent the brand at key industry events, trade shows and premium hospitality engagements.

• Actively contribute to the ongoing evolution and success of Bouchard Finlayson, recognising that transformation, innovation, and long-term sustainability are shared responsibilities across the organisation.

Skills & Competencies

• Strong understanding of the premium wine, hospitality, or luxury FMCG sectors.

• Excellent communication, negotiation and interpersonal relationship-building skills.

• Leadership skills with proven experience managing and inspiring a sales team.

• Advanced pipeline management and forecasting capabilities.

• Strong analytical thinking supported by CRM and sales data tools.

• Ability to influence decision-makers in high-end hospitality environments.

• Organised, proactive and results-driven with a passion for premium wine.

Qualifications & Experience

• Degree or diploma in Sales, Marketing, Business Management, or Hospitality (advantageous).

• Minimum 5 years’ experience in wine, beverages, hospitality, or luxury sales.

• Proven track record engaging with premium on-trade and key national accounts.

• Experience managing a regional or national sales team (preferred).

• Valid driver’s licence and willingness to travel nationally.