Summary
Overview
Work History
Education
Skills
Timeline
Generic

Sechaba Teboho Tsotetsi

Johannesburg,GP

Summary

Commercial Execution & Capability Manager aligning field execution standards, capability plans, and sales tools with commercial strategy. Leads rollout of perfect store KPIs, field coaching, and corrective action plans to improve availability, visibility, pricing, promotion, and activation across regions and territories. Partners with sales, HR, finance, and data teams to strengthen execution discipline, reporting, and adoption of new commercial models.

Overview

1
1
Language
22
22
years of professional experience

Work History

Commercial Execution & Capability Manager

Danone SA
02.2026 - Current
  • Sales and Business Development
  • Key Responsibilities:
  • Design and execute annual capability plans aligned to commercial strategy and priorities.
  • Own execution standards for availability, visibility, promotion, pricing, customer activation, and perfect store KPIs in line with Danone 3As.
  • Monitor execution performance through KPIs and field audits; drive corrective action plans with regions and territories.
  • Lead the design, testing, and rollout of commercial toolkits, playbooks, and training content.
  • Support change management for new tools, RTM models, pricing strategies, and execution programs.
  • Detail:
  • Sales Fundamentals & Selling Skills Development:
  • Lead the Sell More, Spend Less, Collect Faster & Operating with Discipline Model within Field Sales.
  • Design, deploy, and continuously improve capability programs that strengthen core selling skills, including:
  • Territory planning & outlet prioritisation
  • Consultative selling & value-based conversations
  • Objection handling & closing skills
  • Trade negotiation and activation selling
  • Category selling principles and shopper conversion drivers
  • Coach and develop Field Sales Teams on:
  • Effective call structure and sales conversations
  • Perfect Store KPIs and corrective actions
  • Lead the embedding of a consistent Sales Fundamentals Playbook across all channels and regions.
  • Execution Standards & Commercial Excellence
  • Own and continuously refine execution standards across all channels for: Availability, Visibility, Pricing, Promotion, Asset/Equipment placement, Activation, and Planogram Adherence in line with Danone 3As.
  • Translate brand, category, and RTM strategies into clear field execution requirements and KPIs.
  • Conduct field immersions, audits, and capability assessments to evaluate execution quality and close performance gaps.
  • 3rd Party Sales & Merchandising Contract & Agency Management
  • Lead the end-to-end governance of the Merchandising Contract, including:
  • Performance scorecards
  • SLA compliance
  • Productivity benchmarks
  • Quality-of-execution reviews
  • Ensure merchandising partners deliver against:
  • SOS targets, POS deployment, Planogram execution, Display compliance, activation readiness, and promotional execution.
  • Conduct quarterly business reviews with the merchandising agency, aligning on priorities, capabilities, and efficiency improvements.
  • Field Sales Incentives, Priorities & Behavioural Alignment
  • Translate commercial and RTM priorities into clear field KPIs and incentive structures.
  • Partner with HR and Finance to design Field Sales Incentive Plans that reinforce:
  • Value & Volume growth
  • Distribution growth
  • Execution compliance
  • Merchandising performance
  • Activation delivery
  • Perfect Store score improvement
  • Ensure incentives are simple, transparent, and drive consistent field behaviour.
  • Capability Planning & Deployment
  • Design and deliver an annual capability development plan aligned to: business priorities, RTM evolution, innovation launches, and channel needs.
  • Lead onboarding and certification programs for Sales Reps, Territory Managers, and Regional Managers.
  • Build capability in leadership layers (RSMs) to cascade coaching and reinforce selling skills.
  • Insights, Data & Continuous Improvement
  • Collaborate with BI/Data teams to convert insights into actionable capability interventions.
  • Leverage sales and merchandising data to diagnose opportunities in distribution, availability, execution, and call productivity.
  • Build dashboards and reporting tools that support managers in coaching and performance tracking.
  • KPIs / Success Measures
  • Improvement in field execution KPIs (distribution, planogram adherence, visibility, strike rate, call compliance).
  • Capability uplift measured through assessments, certification, and on-the-job performance.
  • Increased productivity and efficiency of field teams including Smollan & Diplomat.
  • Execution consistency and reduction of regional performance gaps.
  • Adoption and effective use of commercial tools, processes, and standards.
  • Experience & Qualifications
  • Bachelor’s degree in Business, Sales, Marketing, or related field.
  • 5–10 years in FMCG commercial roles (Field Sales, Trade Marketing, Commercial Excellence).
  • Strong experience in training facilitation, capability development, and execution programs.
  • Deep understanding of RTM models, channel dynamics, and in-store execution best practices.
  • Skills & Competencies
  • Strong communication & facilitation skills
  • Coaching, talent development & capability building
  • Field execution expertise
  • Stakeholder management & influence
  • Project management & change leadership
  • Commercial acumen & customer-centric thinking
  • Tools & Systems
  • CRM/SFA platforms
  • Learning management systems (LMS)
  • Execution tracking tools (SFA, audit platforms)
  • Office productivity tools (PowerPoint, Excel, Power BI)
  • Danone SSA

Regional Sales Manager

Danone SSA
01.2025 - 02.2026
  • Roles and Responsabilités:
  • Sales and Business Development
  • Ability to analyse, plan and implement plans through the sales team to achieve volume and market share aspirations
  • Analyse business and sales information.
  • Ability to develop and implement plans by way of influencing sales teams.
  • Consolidate and feedback on competitor activity in the area with proposed action place to counter such activity.
  • Manage and influence key performance indicators through the sales force and 3rd parties to achieve volume and market share aspirations.
  • Mission and Objectives
  • As Regional Sales Manager you manage mission is to use traditional trade, key accounts, direct reports and budget management to increase sales and distribution within the channels.
  • Achieve and influence business KPI’s
  • Call adherence, strike rate and time in trade monitored and addressed.
  • Ensure promotional implementation targets are achieved through influencing and guiding the sales team.
  • National and regional promotions evaluated, and feedback provided.
  • Achieve team listing objectives.
  • Manage and influence price adherence in trade through RSP’s and price ladders.
  • Manage and influence category management and positioning of our trade.
  • Influence and monitor sales execution in accordance with channel and brand strategies.
  • Manage budgets and maintenance of key documents and relationships
  • Align the budget with the regional and national business plans and strategic outlet plans to ensure that no overspend takes place.
  • Manage expenditure against budget and forecast.
  • Request for additional spend submitted with business case for spend needed.
  • Manage channel assets & POS to minimize loss of return on investment.
  • Manage and update the customer master data file along with consolidating proposed route changes for sign off.
  • Ensure all trade agreements and signed documentation is stored and tracked to ensure all audit requirements are met.
  • Merchandising performance monitored and reviewed with 3rd parties to identify areas of improvement and capitalize on opportunities.
  • Relationships and interactions with internal and external stakeholders developed and maintained to enhance customer service.
  • Display high levels of cross functional collaboration between departments and 3rd parties
  • Apply financial and commercial acumen.
  • Effectively negotiate contracts to advance Danone SA objectives in the region.
  • Manage and oversee segmentation execution as per the Danone SA guideline.
  • Ensure effectiveness of controls over business processes and integrate audit function as a real business partner.
  • Build capability through coaching
  • Coach individuals and teams to build the disciplines of executing “Look of success”.
  • Conduct scheduled route riding and trade visit with sales force.
  • Coaching plan developed for individuals based on skills gaps and requirements.
  • Provide development feedback through necessary stakeholders.
  • Manage the performance of direct reports to ensure delivery of objectives and key priorities.
  • Recruit and retain high performing talent ensuring appropriate annual performance and development plans are in place.
  • Build Commercial Capability and understanding through Customer Planning (Strategy) into execution.
  • Review and improve performance
  • Quarterly and monthly results prepared and presented.
  • Follow-up on implementation of action plans agreed with team to ensure objectives are achieved.
  • Key Relationships
  • Internal: Commercial Director, National Customer Marketing Manager, National Key Accounts Manager and, Customer Marketing Specialist, Finance, Brand Managers and Sales Execs.
  • External: 3rd Party Merchandisers, BTL Agencies; POS suppliers, Third Party Distributors.
  • Danone SSA

Commercial Manager SSA

GZ Industries
11.2021 - 12.2024
  • Roles and Responsibilities:
  • Sales and Business Development
  • Takes part in the development of GZI’s annual sales budget, implementation and monthly reviews.
  • Identifies potential clients, and converts enquires and opportunities to orders
  • Recommends price framework that fits the future business outlook.
  • Participates in contract negotiating, writing and reviewing.
  • Negotiates ad-hoc pricing (promotional).
  • Provides market intelligence.
  • Analyses and makes decisions based on quantitative and qualitative information obtained from internal and external sources.
  • Builds and develops solid relationships across all functions of the account in order to obtain an insider’s perspective on the business account.
  • Drives collaboration on business strategy and engage customers on new innovations and capabilities relating to their business.
  • Develops and administers marketing database which includes clients and prospects information, mailing lists etc.
  • Interfaces with Production Planning & Control, Finance and other internal Operations departments, to resolve non-conformance and provide customers with the best possible after-sales service.
  • Under the supervision of the Commercial Director, build the joint business plan with the account(s)
  • Contribute to the commercial vision by sharing account perspective, risks and opportunities
  • Build, accurately forecasts and achieve the account (s) results: turnover, market share, profit
  • Plan all growth drivers accordingly
  • Prepare and lead the Account (s) negotiations, escalating when relevant. Build the action plan to implement the Division and channel strategy
  • Ensure execution and tracking down to store level and sell out
  • Suggest plan adaptation when needed
  • Act as the expert of his account to feed a retailer-centric account planning process, to ensure as much alignment as possible
  • Build a retailer specific business plan, and a compelling story to get retailer buying in
  • Build deep customer intelligence and strong network with key stakeholders at the retailer’s
  • Work closely with other departments (Supply, Category Management/ Business development, Finance, Market.
  • Relationship Management
  • Ensure and follow-up on the company’s value proposition to the customers.
  • Develops and manages relationships with clients and potential clients: Acts as the voice of GZI among the various clients.
  • Networks and builds relationships with key industry players.
  • Leads internal meetings to support client’s business
  • Build a strong partnership and intense working relationships with key accounts.
  • Manage accounts sales growth and profitability in line with BU/entity objectives.
  • Create and implement an annual business plan considering all levels of growth: commercial agreements, marketing actions, education, merchandising and retail opportunities, profitability, trade terms...
  • Monitor the accounts’ performance against business plan and develop alternative strategies when needed.
  • Communicate critical business information to the appropriate internal contacts for action.
  • Develop and manage the team. Ensure development of expertise and know-how and support organisation changes
  • Coordinate and inform field forces on Accounts related developments and priorities.
  • GZ Industries

Senior Manager: Sales

Masscash Pty Ltd – A Division of Massmart
02.2017 - 10.2021
  • Roles and Responsibilities:
  • To take accountability for the success of our business unit and partners.
  • Developing Go-to-market business strategy and tactical plans that will drive growth.
  • Ensure we drive profitability, sustainability and at Business unit and at group level.
  • Drive sales target by developing new business.
  • Device Market Potential study using trends and analyzing data to create and increase business opportunity.
  • Manage Business unit P&L and manage income statement (AOP)
  • Sales automation development and planning to drive effectiveness.
  • Develop and manage directs reports through development, recruitment, performance management succession planning (Pipeline planning)
  • Work to align group and client objectives with a business plan.
  • Interaction with stakeholders, internal and external to drive profitability agenda.
  • Drive training and focus on business objectives.
  • Manage and control business assets systems and processes I.e., Working tools to increase productivity.
  • Drive operational objectives are met and exceeded through plans for effective incentive performance.
  • Drive practical leadership through growth development of individuals.
  • Develop reporting structures that are aligned to business objectives.
  • Build a strong partnership and intense working relationships with key accounts.
  • Manage accounts sales growth and profitability in line with BU/entity objectives.
  • Create and implement an annual business plan considering all levels of growth: commercial agreements, marketing actions, education, merchandising and retail opportunities, profitability, trade terms...
  • Monitor the accounts’ performance against business plan and develop alternative strategies when needed.
  • Communicate critical business information to the appropriate internal contacts for action.
  • Develop and manage the team. Ensure development of expertise and know-how and support organisation changes
  • Coordinate and inform field forces on Accounts related developments and priorities.
  • Under the supervision of the Commercial Director, build the joint business plan with the account(s)
  • Contribute to the commercial vision by sharing account perspective, risks and opportunities
  • Build, accurately forecasts and achieve the account (s) results: turnover, market share, profit
  • Plan all growth drivers accordingly
  • Prepare and lead the Account (s) negotiations, escalating when relevant. Build the action plan to implement the Division and channel strategy
  • Ensure execution and tracking down to store level and sell out
  • Suggest plan adaptation when needed
  • Act as the expert of his account to feed a retailer-centric account planning process, to ensure as much alignment as possible
  • Build a retailer specific business plan, and a compelling story to get retailer buying in
  • Build deep customer intelligence and strong network with key stakeholders at the retailer’s
  • Work closely with other departments (Supply, Category Management/ Business development, Finance, Marketing
  • Masscash Pty Ltd – A Division of Massmart

Regional Sales Manager

Libra Productions (Contract)
12.2015 - 12.2017
  • Role and Responsibilities:
  • Manage, develop, motivate and lead a team of field Sales Representatives and Merchandisers so that defined levels of service quality to trade accounts are achieved in the most professional and cost-effective way
  • To recruit, lead, motivate and develop a sales team to deliver profit, volume and brand-building objectives in each geography
  • Set and monitor clear performance objectives for all team members and ensure they are achieved by training and developing a professional, highly skilled and motivated team. This will involve preparing and implementing development plans for everyone, accompanying representatives on a one-on-one basis, one day per rep per month and holding team meetings
  • Achieve specific brand initiatives [including NBD initiatives] nominated by the General Managers for the region
  • Ensure the effective completion of the areas administration including, maintenance of account records, calling itineraries, training documentation, PDP’s, special reports and everyone’s personal expenses
  • Translate the regional sales strategy into an agreed annual area plan to achieve short- and long-term sales objectives
  • Ensure accurate classification of trade accounts to agreed definitions and maintain an accurate database according to Diageo standards
  • Interpret and analyze information in respect of accounts, consumer, competitor activity and opportunities for brand development.
  • Negotiate for trade agreement at Wholesaler and Key Account level. (pricing, promo spending, trading terms, profitability)
  • Build and maintain relationships at RTM partner level.
  • Conduct sales reviews and assess account performance with the aim of growing their business
  • Conduct a full P&L against all operational this will include promotional reviews and management costs versus budgets and targets set. Promos must align with national promo periods and new launches
  • Formulate promotional plans to drive sales, to meet set targets
  • Manage claims/credit notes per key account
  • Sales forecasting per key account.
  • Report on competitor activity/market information
  • If you are category Management and Price management.
  • People management currently I manage a team of 137 Sales and merchandising teams in modern and informal markets.
  • Libra Productions (Contract)

Managing Partner

Market Logistics: ABI Products
11.2014 - 11.2015
  • Roles and Responsibilities:
  • Initiate, develop and manage the sales activities necessary to provide full service to assigned key customer(s) ensuring the achievement of the business objectives.
  • Ensure compliance to prescribed Sales procedures and policies but develop procedures within own area of responsibility to ensure business objectives are achieved in a timely and cost effective management.
  • Develops and implement a customer plan for the assigned customer(s) that will deliver budgeted growth targets in key customers per product grouping; and support programs, within budgeted levels, which are devised to achieve such targets and aims to achieve vertical alignment with the relevant brand and customer activities.
  • Assess manpower requirements and develop, implement and monitor succession planning principles
  • Plan appropriate employee training and development, in order to ensure the continued and smooth operation of the business.
  • Achievement of a 98% case fill level by customer and forecasting accuracy on volume not exceeding a maximum tolerance level of 5%.
  • Market Logistics: ABI Products

Regional Sales Manager

EDWARD SNELL (PTY) LTD
01.2012 - 11.2014
  • Role and Responsibilities:
  • Managing market potential (MPS)
  • Driving teams to look out for opportunities within opportunities so to drive company mandate
  • Resourcing
  • Manage area resources including people management and geography
  • Implement and Lead Route to Market strategy
  • Responsible for creating and implementing the regions route to market
  • To recruit, lead
  • Motivate and develop a sales team to deliver profit, volume and brand building objectives in each geography
  • Lead and develop marketing strategy for market
  • Create trade marketing strategies that will support sales teams
  • Interpretation and classification of trade Accounts communicate focus brand and business plans allocation by the business for the region
  • Translate the regional sales strategy into an agreed annual area plan to achieve short- and long-term sales objectives
  • Ensure accurate classification of trade accounts to agreed definitions and maintain an accurate database according to company standards
  • Leading Route to Market
  • Create a project-led initiative in creating route to market and strategy for Route to consumer.
  • Channel strategy
  • Tailor made plans for Key Account stores as per business plan.
  • Customer Promotional Plan
  • Creating a promotional grid to outline promotional events in-line with discount schedule.
  • Trade agreements
  • Annual discussion regarding trading terms and targets agreements.
  • Account reviews monthly, quarterly and annually.
  • P&L analysis
  • Creating a clear scope of company’s volume performance and profit growth.
  • Clear plan on planning and execution of the business financial budgets.
  • Category Management
  • Through market intelligence and in-store data create a detailed category charter.
  • Account Review
  • Measure and evaluate previous initiatives and promotions with the support of 3rd party merchandising and sales teams.
  • EDWARD SNELL (PTY) LTD

Regional Sales Manager

BRANDHOUSE BEVERAGES
08.2007 - 12.2011
  • Role and Responsibilities:
  • Manage, develop, motivate and lead a team of field Sales Representatives and Merchandisers so that defined levels of service quality to trade accounts are achieved in the most professional and cost-effective way
  • To recruit, lead, motivates and develops a sales team in order to deliver profit, volume and brand building objectives in each geography
  • Set and monitor clear performance objectives for all team members and ensure they are achieved by training and developing a professional, highly skilled and motivated team. This will involve preparing and implementing development plans for everyone, accompanying representatives on a one-on-one basis, one day per rep per month and holding team meetings
  • Achieve specific brand initiatives [including NBD initiatives] nominated by the General Managers for the region
  • Ensure the effective completion of the areas administration including, maintenance of account records, calling itineraries, training documentation, PDP’s, special reports and everyone’s personal expenses
  • Translate the regional sales strategy into an agreed annual area plan to achieve short- and long-term sales objectives
  • Ensure accurate classification of trade accounts to agreed definitions and maintain an accurate database according to Brandhouse standards
  • Interpret and analyses information in respect of account, consumer, competitor activity and opportunities for brand development.
  • BRANDHOUSE BEVERAGES

Senior Key Accounts Manager

WRIGLEYS SA
06.2004 - 06.2006
  • Role and Responsibilities:
  • Operational Excellence: Customer Support
  • Serve as main point of contact for Key retail accounts
  • Understand each unique account and challenges of each one to develop specific action plan to meet their requirements.
  • Develop and implement strategies to expand product offerings and increase market share
  • Prospect and identify new business opportunities with the existing accounts
  • Work closely with other departments such as Marketing and product teams to develop strategic plans
  • Set Clear objectives for each account and implement clear actions to meet KPI’s
  • Negotiate with retail accounts on pricing, terms and other agreements
  • Forecasting and demand Planning
  • Monitor market trends and provide feedback to senior management
  • Promotional Planning
  • WRIGLEYS SA

Education

Business Management & Communications

Technikon Witwatersrand
01-1997

Matriculation - undefined

United Church High School
01-1996

Skills

SAP

Power BI

QlikView

Business intelligence reporting

Dashboard development

Capability planning

Sales training facilitation

Coaching and development

Change management

Execution KPI tracking

Timeline

Commercial Execution & Capability Manager

Danone SA
02.2026 - Current

Regional Sales Manager

Danone SSA
01.2025 - 02.2026

Commercial Manager SSA

GZ Industries
11.2021 - 12.2024

Senior Manager: Sales

Masscash Pty Ltd – A Division of Massmart
02.2017 - 10.2021

Regional Sales Manager

Libra Productions (Contract)
12.2015 - 12.2017

Managing Partner

Market Logistics: ABI Products
11.2014 - 11.2015

Regional Sales Manager

EDWARD SNELL (PTY) LTD
01.2012 - 11.2014

Regional Sales Manager

BRANDHOUSE BEVERAGES
08.2007 - 12.2011

Senior Key Accounts Manager

WRIGLEYS SA
06.2004 - 06.2006

Matriculation - undefined

United Church High School

Business Management & Communications

Technikon Witwatersrand

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