Area Sales Manager - FMCG

We're looking for 2 Area Sales Manager:
Modern Trade or Food service Channels for the West Region of Saudi Arabia

• Own and deliver FS sales targets (volume, value, and gross margin) for the West Region
• Manage and grow key Food service customers including hotels, restaurants, cafés, caterers, chains, and institutions
• Execute route-to-market strategy through distributors and direct sales
• Drive distribution, availability, and menu penetration of priority SKUs
• Lead customer negotiations on pricing, contracts, promotions, and rebates
• Identify and onboard new Food service accounts and business opportunities
• Ensure successful execution of new product launches

• Conduct regular market visits, customer meetings, and competitor tracking
• Build and execute customer business plans aligned with regional and national FS strategy
• Ensure compliance with pricing, policies, governance, and company standards
• Manage credit, collections, and trade spend within approved limits

• Lead, coach, and develop FS Sales Supervisors and Sales Executives
• Set objectives, KPIs, and ensure daily, weekly, and monthly execution
• Conduct performance reviews, field coaching, and capability development
• Enforce sales discipline, coverage, and reporting standards

• Track and report KPIs (volume, revenue, distribution, productivity)
• Analyze performance vs targets and define corrective action plans
• Provide accurate forecasts, pipeline visibility, and market insights

• Work closely with Supply Chain, Finance, Marketing, and Trade Marketing
• Align demand planning with customer activities and seasonality
• Support marketing campaigns, chef activations, and trade events

• Bachelor's degree in Business or a relevant field

• 5–8 years of sales experience in Food service and/or FMCG

• Very good English (Arabic is a strong advantage)

• Strong negotiation, customer management, and leadership skills
• Solid understanding of Food service channel dynamics and distributor management
• Willingness to travel extensively within the West Region