Area Sales Manager

Role Overview

Sales and Commercial Execution

• Ensure achievement of sales volume, value, and profit targets.
• Implement sales plans, trade promotions, and pricing strategies to maximize market share.
• Monitor product distribution, visibility, and merchandising standards across routes and branches.
• Coordinate with Trade Marketing and Supply Chain to ensure product availability and market execution.

Branch Operations and Team Management

• Lead, coach, and develop Branch Managers and Sales Supervisors.
• Oversee branch sales performance, route compliance, operational discipline, and company policy adherence.
• Conduct performance reviews, route audits, and field visits.
• Manage manpower planning, motivation, and performance appraisals for branch and field teams.

Financial and Collection Control

• Ensure adherence to credit and collection policies and monitor accounts receivable and overdue balances.
• Review daily sales, collections, and market returns to identify improvement areas.
• Manage branch budgets and optimize route productivity.

Market and Customer Development

• Build and maintain long-term relationships with key customers and distributors.
• Identify and develop new business opportunities to expand market reach and the customer base.
• Gather and share intelligence on competitor activity, pricing, and trade dynamics.

Reporting and Compliance

• Provide timely sales reports, forecasts, and market feedback to the Sales Manager or Commercial Director.
• Ensure compliance with company SOPs, health and safety standards, and audit requirements.

Experience and Knowledge

• Minimum 6-8 years of experience in FMCG sales, including at least 3 years in a managerial or multi-branch leadership role.
• Proven experience managing large sales teams and achieving commercial KPIs.
• In-depth knowledge of FMCG sales operations, distribution management, and trade execution.
• Knowledge of financial and credit control principles.
• Proficiency in MS Office and ERP systems; SAP is preferred.

Qualifications

• Bachelor’s degree in Business Administration, Marketing, or a related field.
• Advanced degree or professional training in Sales Management is an advantage.
• Fluency in spoken and written English and Arabic.
• Strong leadership, communication, negotiation, analytical, and problem-solving abilities.

Performance Indicators