Area Sales Manager

Reports to: Sales Manager / Commercial Director

Business Unit: Commercial

Location: Riyadh, Kingdom of Saudi Arabia

To lead and manage the sales operations within an assigned geographical area, ensuring achievement of volume, value, distribution, and collection targets. The Area Sales Manager is responsible for executing the company’s sales strategy, driving market execution excellence, managing branch performance, developing sales teams, and maintaining effective trade relationships to achieve profitable and sustainable growth.

• Ensure the achievement of sales volume, value, and profit targets in line with the company’s objectives.
• Drive implementation of sales plans, trade promotions, and pricing strategies to maximize market share.
• Monitor product distribution, visibility, and merchandising standards across all routes and branches.
• Coordinate with the Trade Marketing and Supply Chain teams to ensure proper product availability and market execution.

• Lead, coach, and develop Branch Managers and Sales Supervisors to deliver business results.
• Oversee branch sales performance, ensuring operational discipline, route compliance, and adherence to company policies.
• Conduct regular performance reviews, route audits, and field visits to assess sales execution quality.
• Manage manpower planning, motivation, and performance appraisals for branch and field teams.

• Ensure adherence to credit and collection policies; monitor accounts receivable performance and overdue balances.
• Review daily sales, collections, and market returns to identify improvement areas and corrective actions.
• Drive operational efficiency by managing branch budgets and optimizing route productivity.

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

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

• Gross Profit / Net Profit Growth (%)
• Market Coverage and Distribution KPIs
• Collection and Overdue Performance
• Market Execution Score (Visibility, Merchandising, Pricing Compliance)
• Route Productivity (Calls per Day, Strike Rate, Avg. Drop Size)
• Employee Retention and Development Rate
• Customer Retention and Satisfaction
• Compliance with Audit and Reporting Standards

• Minimum 6–8 years of experience in FMCG sales, including at least 3 years in a managerial or multi-branch leadership role.
• Proven experience in managing large sales teams and achieving commercial KPIs.

• In-depth understanding of FMCG sales operations, distribution management, and trade execution.
• Knowledge of financial and credit control principles.
• Proficiency in MS Office and ERP systems (SAP preferred)

• Bachelor’s degree in Business Administration, Marketing, or a related field.
• Advanced degree or professional training in Sales Management is an advantage.
• Fluency in English and Arabic (spoken and written).

• Achievement of volume, value, and profitability targets.
• Effective leadership and performance management of area teams.
• Accurate and timely reporting of business results.
• Compliance with company standards, credit policy, and market execution guidelines.
• Customer satisfaction and market growth.

• Strategic thinking with strong business acumen.
• Excellent leadership, communication, and negotiation skills.
• Analytical and problem-solving mindset.
• Ability to manage pressure, prioritize tasks, and meet deadlines.
• Strong sense of ownership, integrity, and accountability.