Michael Wahl

Head of Sales @ Norman Goodfellows

About

With over 17 years of experience in the liquor industry , I’ve built a career grounded in deep industry knowledge, strategic sales leadership, and a passion for growing people and brands. My background spans across sales and trade marketing, where I’ve led high-performing teams, driven market share growth, and executed impactful commercial strategies in the dynamic liquor industry. Throughout my career, I’ve taken pride not only in delivering results but also in developing talent and fostering strong partnerships across the trade. Whether managing sales operations or designing trade marketing initiatives, I bring a hands-on, people-first approach to leadership and performance. I’m always open to connecting with like-minded professionals and organizations that value innovation, integrity, and the power of strong relationships in driving commercial success

Country

South Africa

City

City of Cape Town

Industry

Wine & Spirits

Skill

Sales, Sales Management, Negotiation, Leadership, Account Management, Team Building, Cross-functional Team Leadership, Key Account Development, Strategy Implementation, Management, Marketing Strategy

Experience

Head of Sales

Norman Goodfellows

2025-1 - Present · 1 yr 9 mos

City of Cape Town, Western Cape, South Africa

Prestige Key Accont Manager

Pernod Ricard

2016-4 - 2024-12 · 8 yrs 9 mos

Trade Maketing Manager - On trade

Pernod Ricard

2014-4 - 2016-3 · 2 yrs

Cape Town Area, South Africa

Implement the strategy of building brand visibility in the On Trade through Leading & Iconic accounts across South Africa. Working with the On Trade teams on ensuring sufficient POS and event collateral are maintained. Manage and implement trade incentive campaigns targeting trade customers. Extend PROS capability to Sales Force, to align resources for efficiency. Coordinate with Marketing, Regional event personnel, Sales, Trade Marketing and Finance Seek out global best practice and share PRSA activities continually. Manage costs against approved budget

On Consumption sales manager

Pernod Ricard

2010-3 - 2014-3 · 4 yrs 1 mo

Western Cape

Implement Pernod Ricard’s On Trade strategy within the Western Cape through effective management of a team of four brand development representatives and one merchandiser Formulate trading terms and business plans with Key On trade customers as well as the execution of national groups accounts. Collaborate with Human Resources, Marketing, Finance, Telesales and Logistics team to ensure effective running of the Western Cape Region Implementation of efficient and effective call cycles Coaching and mentoring team

On Consumption - Sales Development representative

Pernod Ricard

2009-6 - 2010-2 · 9 mos

Western Cape

Service On Consumption Outlets through building collaborative relationships, increasing Pernod Ricard’s distribution, visibility and activation. Implement and manage promotions in trade in line with brand guidelines Develop an effective call cycle Focus on sales out.