Area Sales Manager-Abu Dhabi & Al Ain

Job Description

Tactical

• Develop and execute regional sales plans to achieve depot sales, collection, and channel-specific targets.
• Identify business opportunities and support regional growth initiatives across all channels.
• Align depot and channel strategy with overall company sales objectives.
• Own and deliver sales targets (volume, value, distribution, and profitability) for Abu Dhabi & Al Ain across Modern Trade, Impulse, C&G, and Van Sales.
• Drive numeric and weighted distribution, focusing on outlet productivity and route efficiency. Monitor competitor activity and market dynamics, translating insights into corrective business actions.

Operational (Core)

• Manage depot sales performance, revenue generation, and customer base expansion across the region.
• Oversee depot operations including sales execution, supply chain coordination, and delivery performance.
• Ensure effective stock management, customer service levels, and order fulfillment.
• Monitor and control collections to ensure timely recovery of receivables.
• Ensure accurate and timely reporting of depot performance and business results.
• Conduct regular market visits and competitor analysis to support business decisions.
• Ensure effective execution of pricing, promotions, planograms, visibility, and availability in line with company standards.
• Maintain a strong and regular field presence in both Abu Dhabi and Al Ain markets.
• Conduct structured market visits to key customers, routes, and priority outlets to validate execution and customer engagement standards.
• Implement the company sales process across all channels and teams (Modern Trade, Impulse, C&G, and Van Sales).
• Ensure 100% adherence to sales call steps, route plans, merchandising standards, and reporting requirements.
• Conduct regular field audits, joint visits, and coaching sessions to validate process compliance.
• Identify gaps in execution and lead corrective actions through training, coaching, and follow-up.
• Act as a role model for disciplined execution and best-in-class sales practices.
• Lead and balance performance across Modern Trade, Impulse, C&G, and Van Sales, ensuring channel-specific execution excellence.
• Support key account initiatives in Modern Trade in coordination with the KA team, ensuring strong store-level execution.
• Optimize van sales coverage, assortment, and call productivity.
• Prepare and manage sales forecasts, route plans, and monthly action plans.
• Track KPIs related to sales performance, distribution, execution, and process compliance.

Operational (General)

• Ensure smooth depot operations across sales, accounts, HR, IT, and supply chain functions.
• Maintain strong financial controls and ensure accuracy of cash handling and reconciliations.
• Conduct regular quality checks on invoices, transactions, and operational records.
• Coordinate with internal departments (Supply Chain, IT, HR, Marketing) to support depot efficiency.
• Ensure compliance with company policies, procedures, and audit requirements.
• Support issue resolution and ensure operational continuity across all depot activities.
• Ensure accurate and timely alignment with Finance, Supply Chain, and Marketing on reporting and forecasting.
• Perform other responsibilities and tasks as directed in order to meet organizational objectives.
• Adapt to and participate in any programs or changes including strategic and operational initiatives.

Education and Certification

Minimum Experience

• Minimum 8–10 years of FMCG sales experience, managing multiple channels
• Minimum 3–5 years in a sales leadership / managerial role
• Strong knowledge of the Abu Dhabi & Al Ain FMCG market
• Strong exposure to UAE market and depot operations preferred
• Valid UAE driving license

Skills & Competencies

• Hands-on, execution-driven mindset
• Strong analytical and reporting capabilities
• Channel management across MT, Impulse, C&G & Van Sales
• Deep understanding of structured sales processes

About The Business