Hi, I’m
Parkin Emslie
Business Leader | FMCG Sales & Marketing Expert
Melkbosstrand
Summary
Dynamic and results-driven business leader with over 20 years of experience in FMCG sales, marketing, and brand development. Skilled in leading high-performing teams, managing national key accounts, and driving strategic growth across multiple channels. Proven track record in building brands from concept to national distribution and in establishing strong client relationships built on trust, delivery, and innovation. Recognized as a strong communicator and a “driver” personality who delivers measurable commercial outcomes through hands-on leadership and execution excellence.
Overview
25
years of professional experience
2
Languages
Work History
Halewood International (Pty) Ltd
Regional Sales Manager
01.2019 - Current
Job overview
- Oversaw sales across the SA Coastal Region, driving revenue growth and expanding market share. Managed and mentored a regional sales team, implementing performance targets and development plans. Conducted market analysis and forecasting to align regional strategies with national goals. Strengthened client relationships and ensured consistent execution of brand and sales initiatives.
- Managed key national retail accounts: Pick n Pay, Shoprite/Checkers, Spar, Makro, and OK Liquor. Developed annual business plans, delivering measurable growth in volume and profitability. Acted as the main interface between key clients and internal teams (sales, marketing, and supply chain). Drove product listings, promotional execution, and innovation launches to grow category share. Monitored key metrics, produced performance reports, and identified expansion opportunities.
7 Stars Beverages (Pty) Ltd
Managing Director
01.2012 - 01.2019
Job overview
- Founded and built a premium beverage brand from inception to over 25,000 cases per month and R3.1 million monthly turnover within four years. Led all aspects of operations: product formulation, NPD, finance, manufacturing, and distribution. Developed and executed business strategy, securing national listings and establishing brand presence. Built and managed a lean, effective team focused on agility and execution.
Ranger Outback Promotions (Pty) Ltd
Founder & Managing Director
01.2001 - 01.2011
Job overview
- Founded a successful below-the-line marketing and promotions agency specializing in branded merchandise and activation solutions. Managed a team of 25 employees delivering turnkey brand activation and promotional campaigns. Delivered tailored solutions for clients including BAT, BrandsHouse, Distell, Sanlam, Old Mutual, and Media24. Oversaw full business operations including client relations, procurement, and financial management.
Education
Cape Town TechnikonCape Town
National Higher Diploma from Marketing & Sales Management
04.2001
HTS DrostdyWorcester
Matriculated
01.1986
Skills
Strategic Sales & Key Account Management
Brand Development & Market Expansion
Business Leadership & P&L Management
FMCG Channel Strategy (On/Off Consumption)
Relationship & Stakeholder Management
New Product Development (NPD)
Negotiation & Contract Management
Team Coaching & People Development
Timeline
Regional Sales Manager
Halewood International (Pty) Ltd
01.2019 - Current
Managing Director
7 Stars Beverages (Pty) Ltd
01.2012 - 01.2019
Cape Town Technikon
National Higher Diploma from Marketing & Sales Management
04.2001
Founder & Managing Director
Ranger Outback Promotions (Pty) Ltd
01.2001 - 01.2011
HTS Drostdy
Matriculated