Country Sales & Marketing Manager

Job Purpose

The Country Sales & Marketing Manager – Dairy (UAE) is responsible for leading and driving the overall commercial strategy, sales performance, distributor management, and market execution for Camelicious in the UAE. The role will ensure sustainable business growth, profitable market expansion, and best-in-class execution across all FMCG channels, including Modern Trade, Traditional Trade, and Food Service.

The role requires a commercially astute leader with strong distributor management expertise, deep understanding of the UAE retail and dairy landscape, and proven P&L accountability. The incumbent will act as the key interface between Camelicious and its distributors, key accounts, and internal cross-functional teams to ensure alignment, operational excellence, and market leadership.

Key Responsibilities

1. Business Leadership & Strategy

• Develop and execute a comprehensive UAE country business strategy aligned with Camelicious’ regional and global objectives.
• Drive revenue growth, profitability, and market share expansion in the UAE dairy segment.
• Identify and capitalize on growth opportunities across Modern Trade, Traditional Trade, and Food Service channels.
• Monitor and analyze market trends, competitor activity, pricing dynamics, and consumer behavior to inform strategic decisions.
• Act as the primary communication link between key customers, distributors, and internal stakeholders to ensure customer satisfaction and operational alignment.
• Proactively manage and resolve customer issues and complaints to maintain trust and strengthen long-term partnerships.

2. Distributor Management & Route-to-Market

• Lead and manage strategic distributor partnerships to ensure alignment with Camelicious’ commercial objectives.
• Define and monitor clear KPIs for distribution efficiency, market coverage, visibility, sell-out performance, and inventory management.
• Conduct regular distributor performance reviews and lead Joint Business Planning (JBP) initiatives.
• Optimize route-to-market (RTM) strategy, ensuring effective coverage, service levels, and cost efficiency.
• Drive distributor capability building through training, process improvements, and operational excellence initiatives.

3. Business Development & Sales Strategy

• Lead negotiations and closure of Business Development Agreements (BDAs) with key retail chains, securing favorable commercial terms for Camelicious.
• Develop accurate volume forecasts and sales plans to achieve annual and quarterly targets.
• Collaborate with Sales Supervisors and senior leadership to design and implement sales strategies.
• Develop and execute territory-wise product penetration plans and ensure consistent follow-up on implementation.
• Identify new business opportunities and expand Camelicious’ presence across key retail and food service accounts.

4. Key Account Management

• Ensure timely and accurate delivery of products and services to key accounts in coordination with distributors and logistics teams.
• Develop and execute Key Account Management (KAM) strategies in collaboration with distributor partners.
• Monitor product availability across all seven emirates in the UAE, ensuring 24/7 market presence and minimal stock-outs.
• Drive initiatives to improve shelf space allocation, planogram compliance, and brand visibility versus competitors.
• Strengthen strategic relationships with key retail partners through data-driven performance reviews and commercial planning.

5. Reporting, Analytics & Performance Management

• Prepare and present regular sales performance reports, forecasts, and business reviews to internal and external stakeholders.
• Track key account performance metrics, including sell-in, sell-out, distribution coverage, and profitability.
• Provide data-driven insights and actionable recommendations to improve sales performance and operational efficiency.

6. Marketing & In-Store Execution

• Lead and manage trade marketing initiatives including in-store sampling, activations, and promotional campaigns in hypermarkets and key retail outlets.
• Develop and implement annual marketing plans aligned with the overall sales strategy.
• Monitor and evaluate the effectiveness of marketing initiatives and report performance against objectives.

7. Inventory & Stock Management

• Monitor SKU stock levels across distributor warehouses and retail outlets, coordinating with Production and Supply Chain teams to maintain optimal inventory.
• Ensure compliance with rental agreements related to shelf displays, endcaps, and merchandising standards in hypermarkets.
• Identify slow-moving and near-expiry products and implement liquidation or promotional strategies to minimize wastage and write-offs.

8. Financial Management & Compliance

• Follow up on customer payments and coordinate with Finance to ensure reconciliation with tax invoices and credit terms.
• Oversee product listings and shelf placement for new product launches in retail stores.
• Maintain strong financial discipline in budgeting, forecasting, and P&L management.

9. Market Intelligence & R&D Support

• Collect and analyze market intelligence, consumer insights, and competitive data to support R&D and product innovation.
• Provide regular feedback to internal teams on product performance, market acceptance, and opportunities for improvement.

Qualifications & Experience

Educational Qualification

• Bachelor’s degree in Business Administration, Sales, Marketing, or a related field.
• MBA is preferred.

Professional Experience

• Minimum 8–12+ years of FMCG leadership experience , preferably in the dairy sector.
• At least 5+ years of experience in national sales management , with proven distributor management expertise.
• Demonstrated experience managing sales teams across UAE and GCC markets.
• Strong knowledge of FMCG trends, particularly in premium dairy products.

Key Competencies

• Strong negotiation and contract management skills.
• Proven leadership and people management capability.
• Excellent communication, presentation, and stakeholder management skills.
• Demonstrated ability to operate in a fast-paced, high-growth commercial environment.
• Deep understanding of UAE market dynamics and distributor ecosystems.
• Proven P&L ownership and financial acumen, including budgeting and reconciliation.
• Strong cross-functional collaboration with Sales, Marketing, Supply Chain, Finance, and R&D teams.

Language Skills

• Fluency in English is required.
• Arabic language proficiency is highly advantageous.