Regional Manager - 4ALL Voucher

Business Unit: Lesaka / 4ALL Voucher

Role Type: Regional Field Leadership, Merchant Activation Growth

Position: Southern Region - Based in Cape Town

Reporting Line: National Field Manager – 4ALL Voucher

Location: Regional, South Africa. Regular field travel required

Core Mandate: Onboard and activate non-trading merchants onto voucher products, contributing to a national target of 5,000 onboarded and activated merchants per month.

Role Evolution: Initial focus on onboarding and activation; after the base is onboarded, the

shifts towards volume growth, ARPU per user, and performance-based incentives.

About 4ALL Voucher

4ALL Voucher is a fast-growing voucher and alternative payments product within the Lesaka ecosystem. The product enables merchants to sell a voucher that customers can use across a broad range of redemption partners and everyday use cases.

The opportunity ahead is to scale merchant adoption, increase customer awareness, and grow voucher volumes across South Africa through strong field execution and disciplined merchant activation.

Role Purpose

The Regional Manager is responsible for building, activating, and growing the 4ALL Voucher merchant base within a defined region. The immediate priority is to identify and onboard non-trading merchants onto voucher products, ensure those merchants are properly educated, and convert them into active, consistent traders.

This is a hands-on field leadership role for someone who can manage people, drive activity, and turn regional opportunity into measurable sales performance.

Primary Mission

• Drive regional contribution towards the national target of 5,000 non-trading merchants onboarded and activated per month.
• Build a strong regional field execution rhythm that converts dormant or non-trading merchants into active voucher sellers.
• Ensure every onboarded merchant understands the product, the customer use case, the value proposition, and how to sell 4ALL Voucher confidently.
• Once the base is onboarded, shift focus from onboarding volume to voucher sales volume, repeat trading, and ARPU growth per active merchant.

First 90 Days: Ramp-Up and Success Measures

Period

Focus

Expected Outcome

Days 1-30

Settle into the role, understand the region, learn the product, build relationships, map the merchant base, and align with field teams.

Clear understanding of regional opportunity, priority areas, current non-trading merchant base, competitor activity, and field team capability. No unrealistic activation pressure during this settling-in period.

Days 31-60

Begin structured merchant onboarding and activation, with clear weekly targets and close support from the National Field Manager.

A measurable activation pipeline, improved team discipline, early merchant conversions, and visible regional field activity.

Days 61-90

Increase onboarding pace, improve conversion quality, and begin tracking early trading behaviour from activated merchants.

Region should be contributing meaningfully to the national 5,000-per-month onboarding target, with early evidence of active trading and repeat usage.

Post 90 Days

Move from onboarding-only execution to activation quality, voucher sales growth, ARPU uplift, and volume-based performance incentives.

A regional growth engine focused on active merchants, sales volume, ARPU per merchant, repeat trading, and sustained campaign execution.

Key Responsibilities

• Merchant Onboarding and Activation: Identify, prioritise, onboard, and activate non-trading merchants within the region. Focus on merchants with realistic potential to trade vouchers consistently, not only merchants who can be added to a list.
• Regional Sales Growth: Own regional voucher performance across active merchants, transactions, sales volume, and ARPU per merchant. Build action plans to move merchants from non-trading to low-volume, then from low-volume to consistent trading.
• Field Team Leadership: Manage and motivate field agents, sales teams, activators, and supporting resources. Ensure teams understand daily targets, visit plans, quality expectations, reporting requirements, and merchant education standards.
• Merchant Education: Ensure merchants understand how to sell voucher products, explain use cases to customers, handle common questions, and position 4ALL Voucher against competitor voucher products.
• In-Store Visibility and Call to Action: Ensure branded material, point-of-sale visibility, and simple customer-facing messaging are implemented correctly in stores. The merchant and customer should clearly know what action to take.
• Competitor Conversion: Identify merchants trading competitor voucher products and build practical plans to win share of wallet through education, incentives, campaign activity, and field follow-up.
• Campaign Execution: Execute national and regional campaigns, including grant-day, payday, sports-driven, customer-awareness, and merchant incentive campaigns. Ensure campaigns translate into actual trading behaviour.
• Reporting and Insights: Provide weekly performance updates covering onboarded merchants, activated merchants, trading merchants, volume trends, ARPU trends, team activity, competitor activity, and field learnings.
• Quality Control: Ensure onboarding quality is maintained. Merchants should be correctly captured, visited, educated, branded where applicable, and followed up until trading behaviour is visible.

Role Evolution After the Base Is Onboarded

In the early phase, the Regional Manager will be heavily focused on merchant onboarding, activation, education, and field execution. Once the regional non-trading merchant base has been onboarded and activated, the role will naturally shift towards a more volume-led growth mandate.

• Grow voucher sales volume from the onboarded merchant base.
• Increase ARPU per active merchant through consistent trading, education, campaigns, and improved merchant behaviour.
• Drive repeat trading and reduce merchant inactivity.
• Identify high-potential merchants and move them into higher monthly volume bands.
• Support a performance-based incentive approach linked to volume growth, ARPU improvement, and active trading behaviour.

Key Performance Indicators

• Regional contribution towards the national 5,000 non-trading merchant onboarding and activation target per month.
• Number of newly activated trading merchants per month.
• Percentage of onboarded merchants that start trading within the expected period.
• Voucher sales volume growth by region.
• ARPU growth per active merchant.
• Repeat trading rate and reduction in inactive merchants.
• Field team productivity, including visits, activations, education sessions, and follow-ups.
• Campaign execution quality and campaign-driven sales uplift.
• Merchant visibility and point-of-sale compliance.

Ideal Candidate Profile

• A strong field operator who enjoys being close to the market and close to the numbers.
• Experience in merchant acquisition, field sales, FMCG, telco, prepaid products, fintech, informal trade, or township market execution.
• Proven ability to lead teams in a high-activity, target-driven environment.
• Comfortable working with informal merchants, spaza shops, independent retailers, agents, and sales teams.
• Able to balance people leadership with disciplined reporting and performance management.
• Understands that onboarding is only valuable if it leads to trading behaviour and volume growth.

Minimum Requirements

• 3 to 6 years of experience in field sales, regional sales, merchant acquisition, field marketing, retail execution, FMCG, fintech, prepaid, or telco environments.
• Experience managing field teams, agents, promoters, sales representatives, or activation teams.
• Strong understanding of township, informal, or independent merchant environments will be an advantage.
• Valid driver’s licence and willingness to travel extensively within the region.
• Strong Excel, reporting, CRM, or field management platform experience will be advantageous.

Why This Role Matters

This role is central to scaling 4ALL Voucher nationally. The successful candidate will not simply manage a region; they will build a high-performing merchant activation engine that helps shift thousands of non-trading merchants into active voucher sellers and then grows those merchants into meaningful volume contributors.