Branch Manager – FMCG Sales | Saudi Arabia (Multiple Locations)

Job Title: Branch Manager – SalesFunction: Sales

Location: Multiple locations across Saudi ArabiaReports To: Area Sales ManagerDirect Reports: Sales Supervisors, Sales Representatives, and Sales Support StaffPurpose of the RoleThe Branch Manager – Sales is responsible for driving overall sales performance, distribution execution, customer coverage, collections, operational efficiency, and team development across an assigned branch or sales territory in Saudi Arabia.The role focuses on achieving sales volume and value targets across multiple distribution channels, expanding market coverage, ensuring effective in-store execution, managing customer receivables, and maintaining operational and cost efficiency.

It translates commercial strategies into effective field execution through sales planning, route management, performance monitoring, and continuous coaching of frontline teams.Working closely with Finance, Supply Chain, Warehouse, and other relevant functions, the role ensures consistent execution of commercial plans, adherence to company policies, effective resource utilization, and sustainable business growth.Operating ContextThe role operates within a fast-paced FMCG environment characterized by high-volume sales, geographically dispersed territories, multiple distribution channels, and strong requirements for customer coverage, product availability, and collection performance.The position requires a strong field presence, effective management of frontline sales teams, disciplined execution of sales and distribution plans, and close coordination with warehouse, logistics, and finance teams. The Branch Manager must balance commercial growth with profitability, working capital management, operational efficiency, and customer service.Key ResponsibilitiesSales Performance & Commercial AchievementDrive branch sales volume and value targets across assigned distribution channels, ensuring achievement of monthly and annual business objectives.Translate commercial plans into actionable branch and route-level sales targets, taking into account customer potential, market opportunities, and historical performance.Monitor sales performance by product, route, customer, and channel, identifying gaps and implementing corrective actions.Ensure compliance with approved pricing structures, product mix, promotional plans, and commercial policies.Coordinate promotional activities with relevant commercial teams, ensuring effective implementation and appropriate utilization of trade investments.Identify opportunities to increase sales, improve product penetration, and enhance branch profitability.Distribution Expansion & Market CoverageDrive customer coverage, numeric distribution, and product availability across assigned territories and customer segments.Identify new outlet opportunities and distribution gaps to expand the customer base and strengthen market penetration.Monitor route productivity, call frequency, and sales representative performance to maximize coverage and selling efficiency.Review route plans and recommend adjustments based on customer density, sales potential, and market developments.Ensure effective execution of distribution strategies across traditional trade, modern trade, wholesale, convenience, and other relevant channels.Monitor product availability and assortment compliance across customer outlets, taking corrective action where required.In-Store Execution & MerchandisingEnsure effective product visibility, merchandising, and in-store execution across assigned outlets.Monitor share of shelf, product assortment, planogram compliance, cooler placement and branding, and point-of-sale material deployment, where applicable.Conduct regular market visits and outlet audits to assess execution standards and identify improvement opportunities.Ensure timely and effective implementation of promotional campaigns, seasonal activities, and commercial initiatives.Coach sales teams on merchandising standards, product availability, selling techniques, and execution quality.Monitor execution performance against established standards and ensure corrective actions are implemented.Accounts Receivable & Cash CollectionMonitor customer receivables and collection performance across assigned routes and territories, ensuring compliance with approved credit policies.Review overdue balances and collection reports regularly, identifying risks and taking corrective action with the relevant sales and finance teams.Ensure appropriate management of cash and credit sales in accordance with company policies and customer credit limits.Coordinate with Finance and relevant stakeholders to resolve collection discrepancies, overdue accounts, and customer payment issues.Monitor collection commitments and ensure timely follow-up on outstanding balances.Support improvements in collection efficiency, working capital management, and days sales outstanding (DSO).Escalate significant credit risks, collection delays, and unauthorized credit exceptions to the relevant management team.Branch Operations & Cost ManagementOversee day-to-day branch sales operations, ensuring efficient coordination between sales, warehouse, logistics, and finance teams.Monitor product availability, inventory levels, delivery accuracy, stock rotation, and potential out-of-stock situations in coordination with Supply Chain and Warehouse teams.Ensure adherence to inventory handling procedures and first-in, first-out (FIFO) principles, where applicable.Monitor branch operating expenses against approved budgets, identify cost-saving opportunities, and ensure efficient utilization of resources.Review operational reports relating to pending deliveries, stock availability, inventory discrepancies, and service performance.Coordinate regularly with relevant branch stakeholders to resolve operational issues and maintain service standards.Ensure compliance with company procedures, safety requirements, and operational controls.People Leadership & Team DevelopmentLead daily sales briefings to review performance, communicate priorities, assign route objectives, and align the team on sales and collection targets.Supervise and develop Sales Supervisors, Sales Representatives, and other assigned frontline staff.Conduct regular field visits and route accompaniment to coach employees on selling techniques, customer management, merchandising, and execution standards.Monitor individual and team performance against agreed KPIs, providing constructive feedback and implementing improvement plans.Identify capability gaps and coordinate appropriate training and development initiatives.Support succession planning and career development for high-potential employees.Promote a culture of accountability, customer focus, teamwork, and continuous improvement.Reporting, Governance & CompliancePrepare and submit daily, weekly, and monthly sales, distribution, collection, and operational reports to the relevant management team.Analyze branch performance against targets, highlighting variances, risks, and opportunities for improvement.Maintain accurate records of sales performance, customer visits, market audits, collection activities, and corrective actions.Ensure adherence to company policies, commercial procedures, pricing guidelines, credit controls, and approval authorities.Support internal reviews, audits, and commercial initiatives introduced by the wider business.Identify operational or commercial control weaknesses and ensure timely escalation and resolution.Collaborate with cross-functional stakeholders to improve business processes and overall branch performance.Qualifications & ExperienceDiploma or bachelor's degree in Business Administration, Marketing, Sales, or a related field.Minimum 5–8 years of relevant experience in FMCG sales, distribution, or commercial operations.At least 2 years of experience in a supervisory, sales leadership, or branch management role.Demonstrated experience in route-to-market execution, distribution management, customer coverage, and frontline sales force management.Experience managing sales targets, customer receivables, cash collections, and branch operating expenses.Experience in beverages or other high-volume FMCG categories is preferred.Experience managing multiple sales routes, territories, or distribution channels is an advantage.Proficiency in Microsoft Excel, sales reporting tools, and ERP or distribution management systems (DMS); SAP experience is preferred.Ability to work in a field-based role and manage sales operations across the assigned location in Saudi Arabia.Required Skills & CompetenciesStrong understanding of FMCG sales operations, distribution planning, and route-to-market execution.Knowledge of sales forecasting, territory management, customer segmentation, and distribution expansion.Understanding of merchandising, product availability, share of shelf, and in-store execution standards.Commercial awareness, including sales profitability, pricing, trade promotions, and cost management.Good understanding of accounts receivable, credit control, cash collections, and working capital management.Strong leadership, coaching, delegation, and performance management skills.Ability to analyze sales reports, identify performance gaps, and implement corrective actions.Strong communication, negotiation, and customer relationship management skills.Effective planning, organization, and problem-solving capabilities.High accountability, integrity, and commitment to operational discipline.Ability to work in a target-driven environment and manage competing commercial priorities.Key Performance Indicators (KPIs)Sales Achievement: Monthly and annual sales volume and value targets achieved across assigned channels and products.Distribution & Coverage: Achievement of agreed customer coverage, numeric distribution, and product assortment targets.In-Store Execution: Compliance with merchandising, share-of-shelf, product visibility, cooler, and promotional execution standards.Route Productivity: Achievement of agreed route productivity, customer call frequency, and sales efficiency targets.Collection Performance: Achievement of collection targets and effective control of overdue receivables and DSO.Credit Control: Compliance with approved customer credit limits and payment terms.Operational Efficiency: Effective management of product availability, delivery accuracy, stock rotation, and out-of-stock situations.Cost Management: Branch operating expenses maintained within approved budget.Team Performance: Achievement of individual and team sales targets, with measurable improvements in productivity and performance.Field Coaching: Completion of planned market visits, route accompaniment, and employee coaching activities.Reporting & Compliance: Timely and accurate submission of required reports and adherence to company policies and controls.Corrective Actions: Timely resolution of identified commercial, operational, and execution gaps.