We know it’s not about us.
It’s about you.

That’s why we’re a customer-centric sales and merchandising agency with a passion for building our principals’ brands. To do this, we invest in long-standing relationships with you, our principals and our customers, in order to grow your businesses.

About Us

Effective Sales and Merchandising (ESM) was created after the merger of two independent regional sales and merchandising agencies: Bravo Sales and Merchandising and Effective Sales and Marketing. We have over 20 years of experience in providing sales and merchandising solutions, and we focus squarely on the 2nd and 3rd tiers of the FMCG industry.

Our founding partners, Frank Ghillino and Paul De Freitas, built their respective businesses by growing long-standing relationships with both customers and principals. They took a focused approach and both chose to provide sales and merchandising services solely to the wholesale market. Today we’ve expanded our store universe to provide services to both the wholesale and bottom-end retail sectors of the trade.

ESM remains a privately owned company, so we’re fast, flexible and efficient at making decisions. We have four offices nationally, with our head office in Gauteng and our regional offices in the Western Cape, KwaZulu-Natal and the Free State.


To become the leading sales and merchandising agency in South Africa.


To provide our principals and customers with the most excellent service in the industry.


To continue to invest in building long standing relationships with our principals and customers.



We’re fanatical about selling

We don’t merely sell – we build brands

We invest in long standing relationships with our principals and customers

We have no ‘off button’: we’re constantly planning and looking for the next opportunity


We’re self-managed, and we don’t accept ‘good enough’

We don’t let the economic climate dictate our results: we’re strong enough to succeed in any environment

Each problem you face is an opportunity for you to show your worth

Only you know your true potential: set your standard above your manager’s expectations


When dealing with a customer, listen more than you speak in order to understand their needs.


We don’t under promise and over deliver, we deliver exactly what we promise… and we promise a lot!

Our Partners


Lime Green Marketing began as the promotional and research arm of ESM. South Africa’s trade dynamics have evolved hugely over the past 10 years and in order to help our principals adapt, Lime Green Marketing uses an innovative, tailor-made technical order system. This offers FMCG manufacturers the opportunity to seed their product lines into the informal sector of the trade, to promote and launch new products more effectively, and to conduct in-depth competitor and gap analyses.

Effective Sales and Merchandising LimeGreen Logo


ESM has been registered with the Consumer Good Council of South Africa (CGCSA) since its inception. Find out more about the CGCSA

Effective Sales and Merchandising Consumer Good Council Logo

Our National Offices


We’re proud of the awards we’ve won over the years that recognise the excellence in what we do:

Food Products Co. agent of the year: 2002 & 2004

Promasidor Agent of the year: 2001, 2003, 2004, 2006, 2007, 2009, 2014, 2015

Our Customers