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High End Controller at AB InBev January, 2024

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Dreaming big is in our DNA. It’s who we are as a company. It’s our culture. It’s our heritage. And more than ever, it’s our future. A future where we’re always looking forward. Always serving up new ways to meet life’s moments. A future where we keep dreaming bigger. We look for people with passion, talent, and curiosity, and provide them with the teammates, resources and opportunities to unleash their full potential. The power we create together – when we combine your strengths with ours – is unstoppable. Are you ready to join a team that dreams as big as you do?



The Key Purpose of the High-End Controller is to serve as the primary point of contact between us and our customers. The representative oversees identifying and educating prospective customers while supporting existing clients with information and assistance that relates to driving more profitable volume for TBL. Part of the role is to ensure the achievement of weekly, monthly, and annual sales targets by successfully implementing sales, marketing and digital transformation strategies in trade.


Key roles and responsibilities:


  • Maintain working relationships with existing customers to ensure that they receive exceptional service and to identify potential new opportunities to increase sales.
  • Identify prospects, set appointments, make effective calls, and manage sales to recruit more customers and volume.
  • Possess in-depth knowledge about our products, brands and how to execute each one in the channel / sub channels.
  • Prepare concise and accurate reports, proposals, sales, and other required documentation for presentations.
  • Achieve sales goals by assessing current client needs and following a defined selling process with potential buyers.
  • Obtaining deposits and balance of payment from clients especially supermarkets to avoid any bad debt.
  • Track the sales of top-20 outlets monthly to monitor competitor and drive volume growth.


  • Plan and execute all approved trade activities in the Key Accounts channel (In and Out of Home)
  • Ensure the deployment of all POSM into each channel / sub channel.
  • Prepare an analysis on the performance of our trade programs in each outlet that it is run in
  • Manage and ensure the execution of Kit activations in key outlets within the key account’s universe.
  • Understand and manage the process around branding of spiritual homes within the key accounts space.


  • Ensure all key account outlets have a working sub-zero cooler which ensures cold availability.
  • Monitor the deployment, allocation and abuse of all coolers in the key accounts channel.


  • Have an accurate defined calling schedule that is monitored and tracked on BEES.
  • Ensure all outlets in the universe of calls is onboarded and registered on BEES.
  • Achieve a minimum of 95% call compliance monthly.
  • Complete all BEES related tasks within the timelines shared by the business.
  • Define and develop a proper route to market to each of the outlets in the universe to manage price compliance at POC level.


  • Deliver against special projects that are signed off by your line managers every year.


Key Attributes and Competencies

  • Stakeholder management and engagement
  • Strong analytical skills
  • Ability to conceptualize business impact
  • Communicating effectively by conveying information and ideas in English, in a clear, meaningful, and timely manner, providing information to ensure understanding; solicit inputs and provide open candid conversations.
  • Developing collaborative relationships for the purpose of accomplishing work objectives; developing relationships with other individuals by listening, sharing ideas, and appreciating others’ efforts.
  • Ability to coordinate across multiple stakeholders
  • Languages: English and Local language (if applied) as the working language, other languages are an advantage.
  • Strong People skills;


Minimum Requirements

  • University/Bachelor’s degree in marketing and any other business-related field
  • Experience within Sales is preferable however not a requirement, minimum 3 years’ work experience
  • Language skills: Proficiency in English essential
  • Experience working in large teams is an added advantage


Additional Information

ABInBev is an equal opportunity employer, and all appointments will be  made in line with ABInBev employment equity plan and talent  requirements. The advert has minimum requirements listed. Management  reserves the right to use additional/ relevant information as criteria for  short-listing.


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