Regional Sales Manager - Egypt (Multiple Locations)

Job Title: Regional / National Sales Manager

Reports To: Traditional Trade Senior Sales Manager

Business Unit: As assigned (CME / IBU / Iraq / NEA)

Function: Commercial – Sales

Grade / Level: Middle to Senior Commercial Management

Location: Cairo, Egypt

We are currently hiring multiple Regional Sales Managers across the below locations and channels:

1. Cairo, Egypt
2. Delta region
3. Upper Egypt

Purpose of the Job

The Regional / National Sales Manager is responsible for driving sales execution, distributor performance, and route-to-market effectiveness across an assigned region or territory within the country. Reporting to the Country Manager, the role translates country-level commercial plans into disciplined field execution – delivering volume growth, distribution targets, and customer service standards across all trade channels.

The role manages a team of Area Sales Managers and / or sales representatives, oversees distributor day-to-day operations, and ensures that ACCBC’s brands are available, visible, and competitively positioned at the point of sale. The Regional / National Sales Manager is the key link between strategic commercial plans and frontline execution, ensuring that plans are activated with consistency, speed, and measurable commercial impact.

Success in this role requires strong leadership of field teams, hands-on distributor management, and a disciplined focus on execution quality, coverage expansion, and in-store standards across a diverse and competitive trade landscape.

Operating Context

The Regional / National Sales Manager operates in a field-intensive FMCG environment typically characterised by:

Multi-channel trade execution across Traditional Trade (TT), Modern Trade (MT), and HORECAHigh distributor dependence requiring close daily governance and performance management Wide geographic coverage with varying outlet density, infrastructure quality, and accessibilityIntense competition requiring disciplined shelf presence, pricing compliance, and promotional execution A diverse field team requiring consistent coaching, motivation, and performance management Data-driven execution standards including Perfect Store, OSA, and distribution KPIs

The role demands strong organisational skills, commercial discipline, and the ability to manage multiple priorities simultaneously while maintaining high execution standards across a broad territory.

Key Roles and Responsibilities

1. Sales Execution & Volume Delivery

Deliver regional / national volume, NSR, and distribution targets in line with the country commercial plan.Execute the monthly and quarterly sales plan across all channels and geographies within the territory.Monitor daily and weekly sales performance against targets – identifying gaps and driving corrective actions swiftly.Ensure consistent execution of promotional activities, pricing compliance, and product availability across all outlets.Report performance, risks, and opportunities to the Country Manager with clear action plans.

2. Route-to-Market & Distributor Management

Manage day-to-day distributor operations – ensuring routes are covered, targets are met, and execution standards are upheldMonitor distributor sell-out, stock levels, route productivity, and coverage performance on a weekly basis.Conduct structured distributor performance reviews and implement corrective action plans where required.Support the Country Manager in distributor KPI-setting, incentive tracking, and capability development.Identify route coverage gaps and work with distributors to expand numeric distribution and outlet universe.

3. Distribution & Coverage Expansion

Drive numeric and weighted distribution growth across priority brands and pack formats in the territory.Classify and prioritise the outlet universe – ensuring focus and resources are directed to highest-value outlets.Expand coverage into underpenetrated channels, geographies, and outlet types.Track distribution performance at SKU and brand level – escalating gaps to Country Manager for resource support.Ensure new product launches and innovations are listed and activated across priority outlets promptly.

4. Pricing & Trade Investment Execution

Ensure pricing compliance within approved corridors across all channels and outlet types in the region.Monitor and report on competitor pricing activity, promotional intensity, and trade terms in the territory.Execute trade promotional programs accurately and on time – tracking spend, compliance, and return.Flag pricing risks, trade spend inefficiencies, and customer deductions to the Country Manager promptly.Ensure all trade investment is deployed in line with Country Manager approvals and ACCBC guidelines.

5. In-Store Execution & Merchandising Standards

Ensure Perfect Store standards are achieved and maintained across A and B priority outlets in the territory.Drive on-shelf availability (OSA), correct shelf positioning, secondary placements, and POSM compliance.Conduct regular trade visits to audit execution quality and coach field teams on standards.Implement planogram compliance and brand visibility guidelines across MT and key TT outlets.Track and report execution scores, shelf share, and activation compliance to the Country Manager.

8. Analytics, Reporting & Digital Execution

Track and report daily, weekly, and monthly sales KPIs through established dashboards and reporting tools.Use distributor sell-out data, Nielsen / IRI, and field reports to generate insights and identify performance gaps.Ensure field teams use digital sales tools, mobile reporting applications, and CRM systems accurately.Provide the Country Manager with regular, fact-based performance updates and risk assessments.Use data to prioritise territory coverage, outlet investment, and field team deployment effectively.

9. People Leadership & Team Development

Lead, coach, and motivate a team of Area Sales Managers and / or sales representatives across the territory.Set clear individual KPIs, call plans, and performance targets for each team member.Conduct regular field accompaniments, performance reviews, and capability coaching sessions.Build a high-performance team culture – fostering accountability, energy, customer focus, and commercial discipline.Identify talent, support succession planning, and escalate capability ne

eds to the Country Manager.

Key Performance Indicators

• (KPIs)
• Financial & Volume
• Volume (cases) vs plan – by channel and total territory

Distribution & Coverage

• Numeric distribution % by priority brand and pack
• Weighted distribution in A-priority outlets
• Outlet universe expansion (new outlets added)
• New product listing rate within first 4 weeks of launch

Distributor & Route Performance

• Distributor sell-out vs target
• Route productivity metrics (calls per day, strike rate)
• Distributor stock health (days of cover, no stockouts)
• Distributor performance scorecard results

People & Team

• Team performance vs individual KPIs
• Field coaching sessions completed per month
• Sales force attrition rate
• Capability development completion rate

Requirements

Experience

• 8+ years of progressive FMCG sales experience, with at least 3 years in a regional or area sales management role
• Proven track record of delivering volume and distribution targets through distributor-led RTM models
• Demonstrated experience managing field sales teams across multi-channel trade environments
• Hands-on experience in execution management – Perfect Store, OSA, planogram compliance, and trade activation
• Experience in GCC, MENA, or similar emerging / frontier market environments preferred

Qualifications

• Bachelor’s degree in Business Administration, Marketing, or a related field
• Professional sales or commercial management certification preferred

Knowledge & Skills

• Strong knowledge of FMCG route-to-market, distributor management, and field sales execution
• Solid commercial understanding – pricing compliance, trade investment deployment, and revenue contribution
• Proficiency in sales reporting tools, mobile CRM applications, and performance dashboards
• Strong people leadership skills – coaching, motivating, and developing diverse field teams
• Ability to analyse sell-out data, distribution reports, and execution scores to drive decisions
• Strong organisational skills with the ability to manage wide geographic territories effectively
• Fluency in English and local market language(s) as required