General Trade Manager - FMCG

The General Trade Manager is responsible for planning, executing, and overseeing all general trade (GT) sales and operational activities of the company. The role focuses on expanding market presence, strengthening distribution networks, improving route efficiency, and ensuring the company’s products are widely available and effectively positioned across the general trade market.

• Develop and implement strategies to grow the company’s presence in the general trade market.
• Identify new business opportunities, territories, and distribution channels.
• Ensure company products are listed, available, and visible across targeted GT outlets.
• Monitor market trends, competitor activity, and pricing strategies.

• Design and optimize sales route plans to ensure efficient coverage and productivity.
• Manage and monitor field sales operations to maximize coverage and minimize costs.
• Ensure proper territory allocation and workload balance for sales teams.
• Track route performance and implement improvements where needed.

• Lead, supervise, and motivate the general trade sales team.
• Set sales targets and performance KPIs for field staff.
• Conduct regular performance reviews and field visits.
• Ensure discipline, productivity, and adherence to company policies.

• Develop and maintain strong relationships with key retailers.
• Negotiate trade terms and ensure smooth order processing and product availability.
• Resolve operational and commercial issues promptly.

• Ensure timely order fulfillment and coordination with logistics and supply chain teams.
• Monitor stock levels in the market and prevent shortages or overstocking.
• Ensure proper product placement, merchandising, and visibility standards.
• Oversee promotional activities in general trade channels.
• Coordinate with other respective departments for smooth workflow.

• Prepare and present regular sales and market performance reports.
• Analyze sales data, route productivity, and coverage efficiency.
• Recommend corrective actions to improve performance.
• Monitor budgets and control operational costs.
• Responsible for P&L

• Ensure compliance with company sales policies and operational procedures.
• Identify areas for process improvement in sales and distribution.
• Implement best practices to enhance efficiency and profitability.

• Bachelor’s degree in Business Administration, Marketing, or a related field or equivalent.

• Minimum of 7-8 years of experience within the FMCG sector in the UAE market in the GT market.
• Extensive experience working for general trade channels in the UAE market.