Sales Supervisor – FMCG (Multiple Locations – Saudi Arabia)

Purpose of the Role

Sales Performance & Distribution

• Drive achievement of volume, value, and distribution targets across assigned routes and territories.
• Monitor daily sales performance against targets, identify gaps, and implement corrective actions.
• Establish and review route-level priorities based on sales potential, customer requirements, and market opportunities.
• Ensure effective product assortment and availability across assigned outlets.
• Monitor customer coverage, visit frequency, route productivity, and distribution gaps.
• Identify opportunities to expand distribution and increase sales across existing and new customers.

In-Store Execution & Merchandising

• Conduct regular market visits and outlet audits to ensure compliance with merchandising, visibility, and retail execution standards.
• Ensure product placement, share of shelf, POSM deployment, and promotional display execution.
• Monitor product availability, stock rotation, display quality, and cooler or equipment maintenance where applicable.
• Ensure effective execution of marketing campaigns, promotional activities, and commercial initiatives.
• Monitor competitor activities, market trends, pricing, and promotional practices.

Accounts Receivable & Cash Collection

• Monitor daily cash collection performance by route and customer, ensuring compliance with credit policies and collection targets.
• Follow up on outstanding balances and overdue accounts, coordinating with finance and commercial teams.
• Develop and monitor action plans for overdue receivables and escalate cases per company policies.
• Ensure control over cash handling, sales transactions, customer balances, and supporting documentation.
• Monitor the balance between cash and credit sales in line with customer credit limits and approved terms.

People Leadership & On-Route Coaching

• Provide regular on-route coaching to Van Sales Representatives and Assistants on sales techniques, customer engagement, negotiation, merchandising, and execution standards.
• Conduct joint market visits to assess individual performance and address capability gaps.
• Set clear performance expectations and follow up on individual and team objectives.
• Conduct performance discussions, identify development needs, and implement coaching and training plans.
• Support succession planning and employee development in coordination with management and HR.

Daily Reporting & Operational Coordination

• Review daily sales, distribution, coverage, and collection reports and other performance indicators.
• Participate in daily branch briefings to align priorities and agree on route-level actions.
• Prepare and submit accurate daily and periodic reports on sales performance, market execution, customer issues, and collection status.
• Coordinate with branch management, finance, marketing, and supply chain to resolve operational and customer issues.
• Escalate significant commercial risks, customer concerns, and operational challenges in a timely manner.

Route Productivity & Operational Compliance

• Monitor route efficiency, sales call productivity, outlet coverage, and adherence to planned visit schedules.
• Ensure field sales activities comply with operating procedures, credit policies, cash-handling requirements, and reporting standards.
• Identify opportunities to improve route planning, resource utilization, and sales team productivity.
• Monitor adherence to company policies, safety requirements, and applicable local regulations.

Qualifications & Experience

• Diploma or bachelor's degree in Business Administration, Marketing, Sales, or a related field.
• 3-5 years of experience in FMCG sales, field sales, or distribution operations, preferably within beverages or consumer goods.
• At least 1-2 years of experience in a sales supervisory or team leadership role.
• Proven experience in route-to-market execution, retail sales, customer coverage, and merchandising.
• Practical experience managing accounts receivable, credit control, and cash collection in a distribution environment.
• Proficiency in Microsoft Office, particularly Excel, and familiarity with ERP or Distribution Management Systems; SAP experience is an advantage.
• Fluency in Arabic and English, both spoken and written.
• Willingness to work in the field and travel within the assigned territory as required.

Required Skills & Competencies

• Sales Execution: translate commercial objectives into effective route-level activities and measurable results.
• People Leadership: strong coaching, team management, and performance development capabilities.
• Commercial Awareness: understanding of customer needs, market dynamics, product distribution, and competitor activity.
• Analytical Skills: interpret sales, distribution, collection, and execution reports to identify performance gaps.
• Customer Management: strong communication, negotiation, and relationship-building skills.
• Accountability, problem-solving, integrity and compliance, and planning and organization.

Key Performance Indicators