Business Unit:    Lesaka / 4ALL Voucher

Role Type:          National Field Leadership, Merchant Activation and Performance Growth

Reporting Line:  Head of 4ALL Voucher / Senior Leadership

Location:            Cape Town, South Africa. National travel required.

Core Mandate:   Build and lead the national field execution engine to onboard and activate non-                                              trading merchants onto voucher products at a target rate of 5,000 merchants per                                          month.

Direct Reports: Regional Managers and supporting field structures

Role Evolution: Initial focus on building the onboarding machine; after the base is onboarded, the                                         role shifts towards national volume growth, ARPU improvement, and performance-                                         based incentives.

About 4ALL Voucher

4ALL Voucher is a fast-growing voucher and alternative payments product within the Lesaka ecosystem. The product sits at the intersection of merchant distribution, customer access, prepaid value, and alternative payment behaviour. The next stage of growth requires a national field execution engine that can activate non-trading merchants at scale, build customer-facing awareness, and grow voucher sales volume through disciplined regional execution.

Role Purpose

The National Field Manager is responsible for leading the national field strategy and execution model for 4ALL Voucher. The immediate priority is to build a reliable and measurable activation engine capable of onboarding non-trading merchants onto voucher products at a national target of 5,000 merchants per month. The role will lead regional managers, create field standards, drive accountability, and ensure the organisation moves from merchant onboarding to sustained voucher sales volume and ARPU growth.

Primary Mission

• Build and manage the national field operating model required to onboard and activate 5,000 non-trading merchants per month.
• Lead Regional Managers and field teams to ensure the target is achieved through quality onboarding, not superficial sign-ups.
• Create a disciplined national rhythm of planning, execution, reporting, coaching, and corrective action.
• Once the base is onboarded, shift the national field organisation towards volume growth, ARPU growth per merchant, and sustainable trading behaviour.

First 90 Days: Ramp-Up and Success Measures

Key Responsibilities

• National Field Strategy: Design and implement the national merchant onboarding and activation strategy for 4ALL Voucher, with a clear target of 5,000 non-trading merchants onboarded and activated per month.
• Regional Leadership: Lead, coach, and hold Regional Managers accountable for regional activation plans, weekly execution, field team productivity, merchant quality, and performance outcomes.
• Operating Model and Standards: Create standard field processes for merchant identification, onboarding, education, branding, follow-up, activation quality, reporting, and escalation.
• Performance Management: Set regional targets, review performance weekly, identify underperforming areas quickly, and implement corrective action plans where needed.
• Merchant Activation Quality: Ensure the national focus remains on activating merchants who trade, not simply adding merchants to a database. Define what qualifies as an onboarded, activated, and trading merchant.
• Volume and ARPU Growth: After the base is onboarded, lead the shift towards growing voucher sales volume, increasing ARPU per merchant, improving repeat trading, and creating stronger productivity across the merchant base.
• Incentive and Motivation Framework: Work with leadership, Trade Marketing, and Sales to shape practical performance incentives linked to onboarding quality, volume growth, ARPU growth, and sustained merchant activity.
• Campaign Execution: Oversee national campaign execution through the regional structure, ensuring campaigns are translated into store-level action, measurable sales uplift, and clear merchant/customer call to action.
• Cross-Functional Collaboration: Work closely with Product, Trade Marketing, Sales, Operations, Data, and Finance to ensure field activity supports the wider 4ALL Voucher strategy.
• Reporting and Executive Visibility: Deliver clear weekly and monthly reporting on national onboarding progress, merchant activation, regional performance, voucher volume, ARPU trends, campaign performance, and key risks.

Role Evolution After the Base Is Onboarded

The National Field Manager will initially focus on building the national onboarding machine and ensuring regions can consistently activate non-trading merchants at scale. Once the target base has been onboarded, the role will shift towards national volume growth, ARPU uplift, productivity per merchant, and performance-based field execution.

• Move the national field team from onboarding volume to sales volume growth.
• Improve ARPU per merchant across regions through structured campaigns and field coaching.
• Develop incentive models that reward real trading behaviour and sustainable growth.
• Use regional performance data to identify where volume can be grown fastest.
• Ensure the regional teams remain focused on active trading merchants, not only total onboarded merchants.

Key Performance Indicators

• Achievement of the national target of 5,000 non-trading merchants onboarded and activated per month.
• Regional performance consistency and contribution towards national targets.
• Percentage of onboarded merchants that become active trading merchants.
• National voucher sales volume growth.
• ARPU growth per active merchant nationally and by region.
• Reduction in inactive and non-trading merchant base.
• Field team productivity and quality of execution.
• Campaign ROI and sales uplift.
• Accuracy, consistency, and usefulness of national field reporting.
• Effectiveness of volume-based and ARPU-linked incentive programmes once the base is onboarded.

Ideal Candidate Profile

• A proven national field leader who can build structure, lead through Regional Managers, and deliver measurable execution at scale.
• Strong experience in field sales, merchant acquisition, retail execution, FMCG, telco, fintech, prepaid, or informal market activation.
• Commercially sharp, highly disciplined, and comfortable managing both people and numbers.
• Understands the difference between onboarding, activation, trading behaviour, and sustainable volume growth.
• Able to operate at strategic level while staying close enough to the field to understand what is really happening on the ground.
• Capable of building a high-performance culture with clear targets, accountability, coaching, and recognition.

Minimum Requirements

• 6 to 10 years of experience in national field sales, field operations, merchant acquisition, retail execution, FMCG, fintech, prepaid, or telco environments.
• Proven experience managing Regional Managers or multiple field teams across different territories.
• Strong performance management, reporting, and execution planning experience.
• Experience working in township, informal, independent retail, or merchant-heavy environments will be advantageous.
• Valid driver’s licence and willingness to travel nationally.
• Strong Excel, dashboard, CRM, reporting, and operational planning capability.

Why This Role Matters

This role is responsible for turning 4ALL Voucher’s national merchant growth ambition into an operating reality. The successful candidate will build the field execution engine that moves thousands of non-trading merchants into active voucher trading, then leads the next phase of growth through volume, ARPU, and merchant productivity.