Role Overview:

The National Sales Manager is responsible for developing, executing, and continuously improving the company's Route-to-Market (RTM) strategy across the KSA or UAE, ensuring efficient product distribution, superior customer service, profitable growth, and market leadership.

The role is accountable for maximizing sales productivity, distribution reach, retail execution, freshness, customer profitability, and operational efficiency across all sales channels.

This role will lead the transformation of the sales organization by optimizing sales structures, route planning, technology adoption, and execution standards while maintaining high levels of product availability for fresh products with short shelf lives.

Duties and Responsibilities:

1. Sales & Performance Monitoring:

- Achieve and exceed daily, monthly, quarterly and annual sales targets by product categories across all geographies within UAE and across all trade channels.

- Develop the national RTM strategy to maximize market coverage while minimizing distribution costs.

- Drive Market penetration by proper JCP planning, Customer Classification, route planning and call frequency.

- Improve calls per day, drop size, sales per route and outlet productivity.

- Maximize weighted distribution followed by Numeric.

- Drive category presence, range selling (Sku penetration), in-store visibility, new outlet acquisition and Perfect Store Implementation.

- Drive sales wastage to lower single digit by effectively managing the daily replenishment, high service levels, instore FIFO & Merchandising compliance and daily monitoring of aged products in warehouse.

- Design optimal RTM models for the UAE market Van Sales/Pre Sales.

- Develop channel-specific go-to-market strategies (Modern Trade/Traditional Trade/Wholesales/Discounters/HORECA).

- Identify sales gaps and implement corrective actions in collaboration with cross-functional teams.

2. Customer Relationship Management & Service Excellence:

- Act as a Primary contact for all Key Modern Trade/Ecomm/Discounter/WS customers ensuring seamless communications and high service levels.

- Drive product availability, shelf visibility, merchandising, planogram compliance, price compliance and promotional execution.

- Address any operational, pricing or supply chain issues promptly to maintain strong customer relationships.

- Conduct Market visits to assess customer performance, customer feedback, price survey and competitor activities.

- Have monthly/quarterly business review with all Key customers, clearly showing performance and have forwarded plan.

3. Sales Operation Excellence:

- Lead Sales Force Automation (SFA) by following and ensuring 100% daily Endorsement of all routes.

- Ensuring GPS route compliance, dashboards and analytics.

- Improve forecast accuracy, inventory optimization, fill rates and reduce Out of Stocks and emergency deliveries.

- Manage Sales Budgets, Gross Margins, Trade Investment, Customer Profitability & Distribution costs.

- Coach & Develop high performing teams through capability building, performance management, succession planning and incentive programs.

Key Performance Indicators:

- Sales volume/value growth target achievement of ARF product categories by geography/channel.

- Profitability growth/target achievement of ARF product categories by geography/channel.

- Wastage in single digit and in line with budget.

- Numeric & Weighted distribution.

- Market Share Growth.

- Active Outlet Coverage and new customer acquisitions.

- Route averages => Sr 75k monthly.

- Forecast Accuracy & Stock Availability.

- Team Retention.

Job Specifications & Requirements:

- Master's or Bachelors degree in Business Administration, Sales & Marketing or related field.

- 8-10 years of experience in within the FMCG industry in KSA/UAE in National Leadership role.

- Proven Track record of RTM Transformation.

- Experience working in KSA/UAE, mainly in the Fresh Food Category is highly preferred.

- Fluency in Arabic & English (Arabic is a must for KSA and preferable for UAE).

- Willingness to excessively travel for account management and market visits.