Industry: Retail / FMCG
Location: Dubai, UAE
Employment Type: Full-Time
Salary: Competitive
About the Role
On behalf of our client, we are looking for an experienced National Sales Manager for a senior sales leadership opportunity in Dubai. The role will focus on driving commercial growth, managing Modern Trade relationships, and leading sales operations across the UAE.
The role will focus on achieving sales and profitability targets, developing strong relationships with key Modern Trade customers, expanding brand performance, and leading a high-performing sales and merchandising team.
The successful candidate will bring strong UAE FMCG experience, particularly within Modern Trade and Key Account Management, along with a proven ability to deliver commercial growth and lead teams effectively.
Key Responsibilities
Sales & Commercial Performance
- Lead the development and execution of the Annual Business Plan, including sales forecasts, resources, and key commercial priorities.
- Deliver agreed targets across sales volume, profitability, market share, and receivables.
- Monitor business performance and identify gaps against targets, taking timely corrective action where required.
- Manage budgets and commercial expenditure within approved guidelines.
- Maintain effective control of inventory and receivables to support healthy working capital management.
Modern Trade & Key Accounts
- Build and maintain strong relationships with major Modern Trade retailers across the UAE.
- Lead commercial negotiations, including Business Development Agreements (BDAs) and trade contracts.
- Drive brand growth through effective listings, product ranging, shelf positioning, visibility, and distribution.
- Develop and conduct regular business reviews and Joint Business Planning (JBP) sessions with key retail partners.
- Establish and monitor account-level KPIs covering distribution, visibility, and off-take.
- Review trade execution and merchandising performance through regular audits and implement improvements where necessary.
- Assess the effectiveness and return on investment of trade promotions and commercial activities.
- Identify opportunities to increase distribution and penetration of emerging and tactical SKUs.
- Keep track of competitor activity, market developments, and customer trends to support channel strategy.
Team Leadership
- Lead and develop the Key Account, Sales, and Merchandising teams.
- Set clear monthly and quarterly objectives and monitor individual and team performance.
- Review performance against sales and collection targets and provide appropriate direction and support.
- Work with HR on recruitment and people-management requirements within the sales function.
- Identify development needs and support training initiatives to strengthen team capabilities.
- Conduct performance reviews and contribute to talent development and succession planning.
- Work cross-functionally with Marketing, Finance, IT, Logistics, and HR to ensure effective business execution.
Forecasting & Inventory
- Coordinate the monthly sales forecasting process.
- Ensure stock levels remain aligned with business requirements.
- Identify potential stock shortages or excess inventory and take appropriate action.
- Manage short-dated products effectively to minimise losses and unnecessary discounting.
Brand Principal Relationships
- Develop and maintain productive relationships with Brand Principals.
- Ensure agreed Sales and Marketing plans are implemented effectively.
- Review results and provide relevant feedback to improve future performance.
- Work with Brand Principals to develop Modern Trade business plans and identify opportunities for continued growth.
Requirements
- MBA or relevant graduate qualification.
- 7–10 years of UAE FMCG experience, including 3–4 years in a National Sales Manager, Regional Sales Manager, or comparable senior sales leadership position within Modern Trade.
- Strong experience in Key Account Management and commercial negotiations with major Modern Trade retailers.
- Proven track record of developing and delivering Annual Business Plans and achieving commercial targets.
- Strong knowledge of UAE Modern Trade, including retailer structures, trading terms, promotional planning, and Joint Business Planning.
- Experience managing and growing established brands across Modern Trade channels.
- Demonstrated ability to lead and develop sizeable Sales, Key Account, and field teams.
- Strong negotiation, communication, presentation, analytical, and people-management skills.
- Proficiency in Microsoft Office, particularly Excel, Word, and PowerPoint.
- Familiarity with SAP or comparable ERP systems, DMS/CRM platforms, and sales reporting tools such as Excel and Power BI.
- Experience creating and implementing SOPs.
- Valid UAE driving licence.
- Strong commercial judgement, problem-solving ability, and a results-driven approach.
- Entrepreneurial, proactive, and adaptable mindset.
Language Requirements: Strong English and Hindi communication skills. Additional languages would be an advantage.