- JOB PURPOSE
To diligently manage the sales and merchandiser team to achieve individual and organizational objectives in Sales, Distribution, Availability, Visibility, Market Share, Accounts Receivables, and compliance with all SOPs and HR policies. The role involves end-to-end management of assigned channels, leading a large team, managing key accounts, negotiating trade agreements, and driving brand-building initiatives.
2. MINIMUM QUALIFICATIONS/EDUCATION/EXPERIENCE/TRAINING/KNOWLEDGE
- MBA or minimum Graduate in any discipline (preferably Commerce)
- Age: Up to 48 years
- Minimum 15 years UAE experience in FMCG sales/modern trade with proven handling of high-volume brands
- Minimum 5 years of experience in BDA negotiations with top retailers i.e Lulu, C4,Union Coop etc
- UAE driving license
- Fluency/working knowledge of MS Office (Excel, PowerPoint)
- Knowledge of SAP preferred
- Numerical, analytical, and planning skills
- Strong leadership, team management, training, and coaching capabilities
- Positive thinker with high enthusiasm, energy, interpersonal and communication skills
- Spoken English, Hindi; knowledge of Malayalam/Arabic is a plus
- Creative, result-oriented, problem-solving mindset with ability to set SMART objectives
3. COMMUNICATION AND WORKING RELATIONSHIPS
Internally:
GM, CEO, CFO, BDM
Sales Supervisors, Salesmen, Merchandisers
EDP, IT, HR, Supply Chain, Finance/CCD/IAU, Procurement, TCS Retail, QHSE
Externally:
RSM/Marketing/Supply Chain/Finance/Sales Directors, MD of Principals/Suppliers Trade Buyers/Finance/Stores/GM
Interview candidates
4. KEY DIMENSIONS AND RELATED JOB RESULTS
Business Management:
- Full accountability for sales, revenue, and profitability across assigned channels
- Forecast monthly revenue and manage ordering in coordination with Supply Chain
- Oversee trade contract agreements and negotiations (BDA agreements)
- Ensure timely collections and achieve budgeted receivables (DSO) objectives
- Conduct budgeting exercises, financial planning, and trade spend management
- Drive brand-building initiatives, promotions, and NPI implementation
- Evaluate competition, observe trade/consumer trends, and optimize ROI of investments
- Team Leadership:
- Direct reporting from Supervisors and Team Leaders; indirect management of ~25 Key Accounts and ~71Merchandisers
- Set KPIs, assign sales targets, monitor performance, and conduct appraisals
- Recruitment, training, and coaching of team to improve coverage and productivity
- Promote a culture of high performance, compliance, and accountability
- Client & Market Engagement:
- Manage key modern trade accounts (Lulu, Hypermarkets, Supermarkets) and self-service/standalone stores (Madina, Pasons, Talal)
- Oversee Duty-Free channels and interact with principals and external stakeholders
- Conduct negotiations, ensure compliance with trade agreements and BDAs
- Participate in sell-out data analysis, forecasting meetings, and market strategy discussions
- Performance & Execution:
- Achieve targeted monthly brand-wise volume/value, distribution, and visibility
- Ensure 100% compliance with BDAs, renewals, and proper implementation
- Control trade returns and bad debts within agreed timelines
- Spend ~75% of time in trade, working with team and performing independent trade audits
- Track, measure, and feedback results to improve performance
- Other Responsibilities:
• Liaise internally with all departments maintaining good harmony
- Maintain strong rapport with trade and team
- Ensure compliance with all organizational SOPs and HR policies
5. OPERATING ENVIRONMENT
• Dynamic, high-pressure environment with frequent travel across Emirates
- KEY COMPETENCIES
- Communication
- Results Orientation
- Planning & Organizing
- Interpersonal Skills
- Analytical Thinking
- Business Acumen