National Sales Manager

Job Title: National Sales Manager

Reports To: BU Director - Central Middle East (CME)

Function: Sales

Location: KSA

Grade / Level: To be confirmed

Operating Context

The National Sales Manager operates within the Central Middle East (CME) Business Unit, led by the BU Director – CME, who has end-to-end accountability for Sales & commercial performance across KSA, Kuwait, Jordan, and Bahrain.

Within this structure, KSA represents the most value-significant and operationally complex market, characterized by:

• Multi-branch distribution network with diverse channel mix (MT, TT, Discounters, OOH, Wholesale)
• High competitive intensity and margin pressure
• Increasing governance requirements on pricing, trade investments, and AR control
• Elevated operational complexity across depots, fleets, and credit exposure
• Strong need for execution discipline and cost optimization

The National Sales Manager role is a critical commercial leadership position responsible for translating BU strategy into disciplined execution across Countries and branches / depots.

The role carries full national accountability for volume, value, profitability, operational efficiency, and governance compliance. Success depends on structured performance management, rigorous financial control, and strong frontline leadership — not just topline growth

Purpose of the Job

The National Sales Manager is responsible for driving profitable regional (CME) growth by leading operations, optimizing sales and execution with distribution and ensuring strong commercial governance across all regions.

The role owns national sales performance (Volume, NSR, GP, NP), strengthens operational efficiency, controls AR exposure, builds frontline capability, and ensures full compliance with company standards and regulatory requirements

Key Roles & Responsibilities

1. National Commercial Strategy & P&L Ownership

• Translate BU strategy into actionable national sales plans.
• Own national P&L covering Volume, NSR, GP, NP, trade investments, and cost-to-serve.
• Balance growth ambition with margin protection and working capital discipline.

2. Revenue Growth & Product Mix Optimization

• Drive achievement of budgeted volume and value targets across all channels.
• Optimize profitable product mix and pricing realization.
• Identify and unlock new business development opportunities.

3. Regional Operational Leadership

• Oversee performance of Regions and branches under responsibility.
• Set clear KPIs and performance objectives for Regional Manager, and Branch Managers.
• Monitor daily operations, ensuring alignment with regional targets.
• Continuously evaluate operational efficiency and cost-effectiveness.

4. Sales & Distribution Excellence

• Implement sales, distribution, and execution standards aligned with BU direction.
• Ensure distribution targets are achieved by category and geography.
• Drive execution compliance through structured market visits and audits.

5. Financial Governance & AR Control

• Monitor AR KPIs and maintain healthy cash-credit ratios.
• Ensure disciplined trade investment governance and budget control.
• Strengthen financial compliance and internal control measures across branches.

6. Capability Building & Performance Management

• Coach and develop frontline leadership teams.
• Conduct structured performance reviews and corrective action planning.
• Build a culture of accountability, rigor, and performance ownership.

7. Compliance, Risk & Standards

• Ensure adherence to company SOPs, regulatory requirements, and quality standards.
• Manage escalated customer disputes, incident reports, and legal matters.
• Prevent operational and commercial leakages across branches.

8. Reporting & Business Reviews

• Present Monthly, Quarterly, and Annual Sales & Financial performance reviews.
• Provide performance gap analysis and corrective action roadmaps.
• Ensure reporting accuracy and data integrity.

9. Cross-Functional Collaboration

• Work closely with Finance, Supply Chain, Marketing, RTM, Demand Planning, and HR.
• Drive execution of centralized initiatives and development agendas.
• Act as the single point of accountability for national sales performance.

Key Performance Indicators (KPIs)

Focus Area

KPIs

Growth

Volume & NSR vs Budget

Execution

In-store execution compliance

Distribution

Weighted & numeric distribution

Profitability

GP & NP achievement

Pricing

Price compliance, price gap control

Market Share

Volume & Value Share

Financial Control

AR, Over due Cash:Credit ratio

Governance

Trade spend discipline

Team Development

Capability growth, Performance improvement

Experience & Capability Requirements

Experience

• 10–15 years in FMCG Sales leadership roles
• Proven experience managing multi-nationalities and regional operations
• Strong background in P&L management and financial governance .

Knowledge

• Route-to-Market strategy and branch operations
• Pricing architecture and margin optimization
• AR management and working capital control
• Sales execution standards and performance management systems

Qualifications

• MBA preferred

Skills & Competencies

Functional

• National sales strategy & P&L management
• Financial discipline and margin control
• Sales operations and branch governance
• AR & working capital management
• Performance analytics and reporting
• Distribution and execution excellence

Behavioral

• Strategic leadership with execution rigor
• Strong decision-making and problem-solving ability
• High accountability and ownership mindset
• Influencing and stakeholder management
• Agility in complex, high-pressure environments
• Strong presentation and communication skillsStrategic thinking with strong execution rigor

Direct Reports (if Any)

• Reginal Managers
• Key Accounts Manager
• Channel Managers