Werner Nel
General/Divisonal Manager - Western Cape At Edward Snell & Co Ltd
CAPE TOWN
Summary
Seasoned General Manager with over a decade of success in the beverage industry. Expert in leading high-performance teams and driving cultural change. Proven track record in strategic business planning, focusing on profitable growth and market share. A collaborative leader, adept at partnering with diverse stakeholders for shared success. Known for developing competitive insights and adjusting sales strategies to ensure sustained growth.
Overview
20
20
years of professional experience
8
8
years of post-secondary education
2
2
Languages
Work History
General Manager - Western Cape
Edward Snell & Co Ltd
12.2018 - Current
- As General Manager overseeing Western Cape region at Edward Snell & Co Ltd, driving strategic leadership and operational excellence in the beverage industry.
- 6 years leading key initiatives and managing diverse responsibilities to ensure success and growth of the Western Cape division.
- Shaping strategic business plans focused on commercial excellence and fostering a high-performance, people-oriented culture.
- Providing dotted-line leadership of the On-Consumption (OnCon) department, collaborating closely with Sales Management Team and OnCon Regional Development Manager.
- Oversight of key trade partners: United Distributors, Distriliq, Norman Goodfellows, and Legacy Liquors.
- Direct management of formal and informal OnCon teams.
- Negotiated and secured tequila pouring agreement with Life & Brand Group during a critical transition without a national OnCon Head, ensuring continuity and value in a premium account.
- Managed contracts for The Cove Collection, Kwa Ace, and the Stones Group to strengthen strategic OnCon channel presence.
- Leveraged strategic acumen, operational skills, and people-centric leadership to drive sustained growth and market relevance in the Western Cape and OnCon business.
Sales Manager
Anheuser-Busch InBev
04.2017 - 11.2018
- In my role as a Sales Manager at Anheuser-Busch InBev, I orchestrated a strategic blend of leadership, operational finesse, and innovative approaches to drive impactful results.
- During my tenure spanning 1 year and 8 months, I passionately navigated the intersection of commercial success and people-centric objectives.
- This role epitomized my commitment to achieving commercial excellence through a strategic sales approach and operational efficiency.
- I effectively led a sales team, ensuring alignment with company objectives and exceeding key performance indicators.
- My focus on people allowed me to adapt sales strategies to market dynamics, contributing to share and category growth.
- This experience has equipped me with a robust skill set in sales leadership, strategic planning, and fostering a dynamic and results-driven team environment.
Logistics Manager
South African Breweries
06.2014 - 03.2017
- Throughout my tenure as a Logistics Manager at South African Breweries, I played a pivotal role in orchestrating and optimizing various facets of the logistics landscape.
- In this dynamic position, my responsibilities were multifaceted, spanning from people development to financial management, and from customer service excellence to governance compliance.
- Over the course of 2 years and 10 months, I tirelessly worked to enhance people capability, support internal and external social systems, and adeptly managed third-party collaborations.
- This role not only deepened my expertise in logistics management but also equipped me with a holistic understanding of the interconnected elements crucial for operational success.
Oncon Sales Manager
Edward Snell & Co Ltd
05.2009 - 08.2010
- Developed and executed sales strategies that increased revenue and expanded On-Consumption market presence.
- Built and maintained strong client relationships through exceptional service and consistent follow-up.
- Identified customer needs and provided tailored product solutions, driving satisfaction and long-term loyalty.
- Resolved customer issues promptly and professionally, ensuring positive outcomes and retention.
- Negotiated contracts with vendors and suppliers, securing favorable pricing and commercial terms.
- Leveraged deep product knowledge to deliver value-added recommendations and close high-potential deals.
- Addressed client objections with confidence, offering customized solutions aligned to individual business needs.
Wellington Vo Brand Ambassador
Edward Snell & Co Ltd
02.2008 - 04.2009
- Represented Wellington VO Brandy across both On- and Off-Consumption channels, acting as the face of the brand in trade.
- Worked closely with regional sales teams to support visibility, availability, and advocacy in key outlets, driving brand growth.
- Delivered impactful brand education and training to sales reps and frontline trade partners, ensuring consistent brand messaging.
- Collaborated with OnCon and OffCon teams to align sales execution with brand objectives and promotional strategies.
- Planned and executed brand events and activations, including large-scale festivals and community engagements, amplifying consumer reach.
- Built strong relationships with customers and trade influencers to increase brand loyalty and recommendation.
- Monitored performance of brand campaigns and provided feedback to marketing for continuous improvement in the field.
Sales Representative: On premise
Edward Snell & Co Ltd
12.2005 - 01.2008
- Managed a diverse On-Consumption portfolio across Gauteng North, with a strong focus on growing brand presence in high-volume outlets.
- Played a key role in building brand equity in Hatfield Square, a competitive and high-traffic student entertainment hub.
- Secured and activated high-impact trade deals, increasing visibility and share of voice for priority brands.
- Fostered close relationships with bar owners, managers, and staff to drive advocacy and promote brand loyalty.
- Executed brand activations and promotions that delivered measurable uplift in sales and engagement.
- Provided exceptional service and category insights to position Edward Snell brands as the preferred choice across key accounts.
- Worked cross-functionally with marketing and logistics to ensure seamless execution and availability of stock during peak trade periods.
Education
PG Dip - Management Practices
Henley Business School South Africa
Gauteng 04.2016 - 01.2017
Bachelor of Commerce (BCom) - Marketing/Marketing Management
University of Pretoria/Universiteit Van Pretoria
01.2002 - 01.2005
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Jeugland High School
01.1997 - 01.2001
Skills
Strategic Leadership
Accomplishments
- Negotiated and secured a strategic tequila pouring agreement with Life & Brand Group during a national OnCon leadership gap, ensuring continuity and strengthening premium account value.
- Delivered Big Daddy’s Cape Town market share growth from under 2% to over 10% through effective strategic partnerships and targeted initiatives.
- Drove 28% Net Sales Value (NSV) growth in FY24 YTD, achieving R600 million in sales revenue.
- Led the Western Cape Main Market Pilot, establishing benchmark standards for operational and sales excellence.
- Achieved double-digit distribution cost savings per case in FY25 by optimizing logistics and supply chain processes.
- Secured Best Distribution Centre national recognition consecutively from FY22 to FY25, demonstrating consistent operational excellence.
- Attained benchmark-level employee engagement scores, positioning the Western Cape region as a model for regional best practices in people management.
Timeline
General Manager - Western Cape
Edward Snell & Co Ltd
12.2018 - Current
Sales Manager
Anheuser-Busch InBev
04.2017 - 11.2018
PG Dip - Management Practices
Henley Business School South Africa
04.2016 - 01.2017
Logistics Manager
South African Breweries
06.2014 - 03.2017
Oncon Sales Manager
Edward Snell & Co Ltd
05.2009 - 08.2010
Wellington Vo Brand Ambassador
Edward Snell & Co Ltd
02.2008 - 04.2009
Sales Representative: On premise
Edward Snell & Co Ltd
12.2005 - 01.2008
Bachelor of Commerce (BCom) - Marketing/Marketing Management
University of Pretoria/Universiteit Van Pretoria
01.2002 - 01.2005
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Jeugland High School
01.1997 - 01.2001
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