We are looking for a highly experienced, aggressive, and result-oriented Sales Manager – Traditional Trade (TT) with an extensive background in the FMCG industry, preferably in the bottled drinking water or beverage sector.

The ideal candidate must have a proven track record of leading large sales teams, expanding market coverage, driving revenue growth, developing distribution networks, and achieving ambitious sales targets. Candidates must possess strong expertise in traditional trade operations, route-to-market strategies, distributor management, and general trade channel development.

This is a senior leadership role requiring a commercially strong individual who can independently manage and drive the entire Traditional Trade sales operation.

Key Responsibilities:

Sales Strategy & Business Development:

Develop and execute comprehensive Traditional Trade sales strategies to achieve revenue, volume, and market share targets.
Drive business growth through new customer acquisition and expansion of existing accounts.
Identify new market opportunities, territories, routes, and distribution channels.
Develop effective sales plans, monthly targets, and business growth strategies.
Ensure strong market penetration across supermarkets, groceries, baqalas, cafeterias, and other traditional outlets.

Sales Team Leadership & Management:

Lead, manage, and motivate Sales Supervisors, Van Salesmen, Business Development Executives, and Merchandisers.
Set individual and team sales targets and monitor daily, weekly, and monthly performance.
Conduct regular field visits and accompany sales teams to evaluate market performance.
Establish accountability and ensure consistent achievement of sales KPIs.
Recruit, develop, coach, and retain high-performing sales professionals.

Distribution & Route-to-Market Management:

Manage and optimize the distribution network and sales routes.
Ensure effective utilization of the van sales fleet and sales resources.
Improve customer coverage, outlet productivity, and order conversion.
Monitor product availability, stock rotation, market returns, and delivery efficiency.
Ensure proper coordination between sales, logistics, warehouse, and production teams.

Market Expansion & Competitor Analysis:

Monitor competitor activities, pricing, promotions, and market positioning.
Develop strategies to increase market share and strengthen brand visibility.
Build strong relationships with key retailers, wholesalers, and distributors.
Negotiate commercial terms and develop strategic customer partnerships.

Sales Performance & Reporting:

Prepare and present sales forecasts, budgets, and performance reports.
Monitor sales volume, revenue, collection performance, outlet coverage, and customer acquisition.
Analyze sales trends and implement corrective actions to address performance gaps.
Ensure effective execution of promotional activities and trade marketing initiatives.

Required Qualifications & Experience:

Bachelor's degree in Business Administration, Sales, Marketing, or a related field.
Minimum 8–12 years of FMCG sales experience, with substantial experience in Traditional Trade.
Minimum 3–5 years in a Sales Manager or equivalent senior sales leadership position.
Strong experience in the UAE FMCG market is highly preferred.
Experience in bottled drinking water, beverages, dairy, or other high-volume FMCG categories is strongly preferred.
Proven experience managing large field sales teams and van sales operations.
Strong knowledge of UAE traditional trade channels and distribution networks.
Demonstrated ability to achieve aggressive sales and revenue targets.

Essential Skills & Competencies:

Exceptional leadership and team management skills.
Strong commercial and business development capabilities.
Excellent negotiation and relationship management skills.
Strong understanding of route-to-market and distribution strategies.
Excellent analytical, forecasting, and decision-making abilities.
Highly target-driven with a strong execution mindset.
Ability to work under pressure and deliver measurable business results.
Excellent communication and presentation skills.

Key Performance Indicators (KPIs):

Monthly and annual sales revenue and volume achievement.
Traditional Trade market share growth.
New outlet acquisition and active customer growth.
Sales team productivity and target achievement.
Distribution coverage and route efficiency.
Customer retention and collection performance.
Reduction in product returns and market losses.

Candidate Profile:

We are specifically looking for a strong FMCG sales leader, not just an experienced sales supervisor. The candidate must have the ability to take complete ownership of the Traditional Trade business, lead a large sales force, expand market presence, and deliver significant revenue and volume growth.

Candidates with proven UAE FMCG experience, particularly in bottled water and beverage distribution, will receive priority.

Gulfa Mineral Water and Processing Industries LLC

Sales Manager - TT

About the Job