Area Sales Manager

Aujan Coca-Cola Beverages Company (ACCBC); Riyadh; On-site; SAR 180,000 - 240,000; Full time

Job summary

Aujan Coca-Cola Beverages Company (ACCBC) in Riyadh, Kingdom of Saudi Arabia, seeks an Area Sales Manager to lead the sales operations across its Kingdom region, delivering volume, value, distribution, and collection targets. You will drive trade plans, promotions, pricing, monitor distribution, coach branch managers and sales teams, and ensure alignment with Trade Marketing and Supply Chain.

The role requires 6–8 years FMCG sales experience, at least 3 years in a leadership capacity, fluent

Qualifications

• 6–8 years of FMCG sales experience with track record in a managerial/multi-branch role.
• Proven ability to lead large sales teams and hit commercial KPIs.
• Strong understanding of distribution, trade execution, and credit control.

Responsibilities

• Lead sales operations across assigned geography to hit volume/value targets.
• Drive sales plans, trade promotions, and pricing to maximize market share.
• Monitor distribution, visibility, and merchandising standards across routes and branches.
• Coach branch managers and sales supervisors; oversee route audits and field visits.
• Manage manpower planning, budgets, and performance appraisals.

Skills

FMCG Sales

Team Management

Sales Planning

ERP SAP

MS Office

Education

Bachelor's degree

Tools

SAP

Job description

Reports to: Sales Manager / Commercial Director

Business Unit: Commercial

Location: Riyadh, Kingdom of Saudi Arabia

Purpose of the Job:

To lead and manage the sales operations within an assigned geographical area, ensuring achievement of volume, value, distribution, and collection targets. The Area Sales Manager is responsible for executing the company’s sales strategy, driving market execution excellence, managing branch performance, developing sales teams, and maintaining effective trade relationships to achieve profitable and sustainable growth.

Key Roles and Responsibilities:

Sales and Commercial Execution

• Ensure the achievement of sales volume, value, and profit targets in line with the company’s objectives.
• Drive implementation of sales plans, trade promotions, and pricing strategies to maximize market share.
• Monitor product distribution, visibility, and merchandising standards across all routes and branches.
• Coordinate with the Trade Marketing and Supply Chain teams to ensure proper product availability and market execution.

Branch Operations and Team Management

• Lead, coach, and develop Branch Managers and Sales Supervisors to deliver business results.
• Oversee branch sales performance, ensuring operational discipline, route compliance, and adherence to company policies.
• Conduct regular performance reviews, route audits, and field visits to assess sales execution quality.
• Manage manpower planning, motivation, and performance appraisals for branch and field teams.

Financial and Collection Control

• Ensure adherence to credit and collection policies; monitor accounts receivable performance and overdue balances.
• Review daily sales, collections, and market returns to identify improvement areas and corrective actions.
• Drive operational efficiency by managing branch budgets and optimizing route productivity.

Market Development and Customer Relationship Management

• Build and maintain long-term business relationships with key customers and distributors.
• Identify and develop new business opportunities to expand market reach and customer base.
• Gather and share market intelligence on competitor activities, pricing, and trade dynamics.

Reporting and Compliance

• Provide accurate and timely sales reports, forecasts, and market feedback to the Sales Manager / Commercial Director.
• Ensure compliance with company SOPs, health & safety standards, and audit requirements.

Key Performance Indicators (KPIs):

• Gross Profit / Net Profit Growth (%)
• Market Coverage and Distribution KPIs
• Collection and Overdue Performance
• Market Execution Score (Visibility, Merchandising, Pricing Compliance)
• Route Productivity (Calls per Day, Strike Rate, Avg. Drop Size)
• Employee Retention and Development Rate
• Customer Retention and Satisfaction
• Compliance with Audit and Reporting Standards

Requirements

Experience:

• Minimum 6–8 years of experience in FMCG sales, including at least 3 years in a managerial or multi-branch leadership role.
• Proven experience in managing large sales teams and achieving commercial KPIs.

Knowledge:

• In-depth understanding of FMCG sales operations, distribution management, and trade execution.
• Knowledge of financial and credit control principles.
• Proficiency in MS Office and ERP systems (SAP preferred)

Qualifications:

• Bachelor’s degree in Business Administration, Marketing, or a related field.
• Advanced degree or professional training in Sales Management is an advantage.
• Fluency in English and Arabic (spoken and written).

Accountability Indicators:

• Achievement of volume, value, and profitability targets.
• Effective leadership and performance management of area teams.
• Accurate and timely reporting of business results.
• Compliance with company standards, credit policy, and market execution guidelines.
• Customer satisfaction and market growth.

Other Skills and Attributes:

• Strategic thinking with strong business acumen.
• Excellent leadership, communication, and negotiation skills.
• Analytical and problem-solving mindset.
• Ability to manage pressure, prioritize tasks, and meet deadlines.
• Strong sense of ownership, integrity, and accountability.