Country Sales Manager

Background of the Company: La Lorraine Bakery Group (LLBG) is a 100% Belgian family-owned company with more than 85 years of experience in the milling and bakery sector. Every day, more than 5,000 enthusiastic employees create and sell high-quality bakery products worldwide to consumers, retailers and foodservice professionals in more than 40 countries.Country Sales Manager Role PurposeThe Country Sales Manager - UAE and OMAN is responsible for leading the overall commercial strategy and business performance in region's important markets. The role holds full accountability for sales growth, profitability, market share expansion, distributor performance, and execution excellence across all channels.As the commercial leader for the UAE and OMAN market, the position drives sustainable growth through effective route-to-market strategies, customer partnerships, distributor governance, and cross-functional leadership while ensuring alignment with regional business objectives. The role requires balancing ambitious growth agendas with operational rigor, commercial governance, and long-term value creation.This Position will report to the General Manager of Middle East.Key ResponsibilitiesCommercial Leadership & Business OwnershipLead the end-to-end commercial agenda for UAE and OMAN, ensuring delivery of revenue, profitability, and market share objectives.Own and manage the country P&L, with full accountability for Net Sales, Gross Margin, Operating Profit, and cash flow performance.Develop and execute annual business plans, commercial strategies, and growth initiatives aligned with regional priorities.Drive sustainable market expansion while strengthening brand presence across modern trade, traditional trade, wholesale, and emerging channels.Identify new growth opportunities, route-to-market enhancements, and strategic partnerships to accelerate business performance.Sales & Distribution ManagementLead distributor partnerships through robust governance, performance management, and capability development.Establish clear KPIs, sales targets, and joint business plans to maximize execution excellence.Ensure best-in-class in-market execution, availability, visibility, pricing, and promotional effectiveness.Drive distribution expansion and customer penetration across priority channels and territories.Lead negotiations and relationship management with key accounts and strategic customers.Financial Management & Commercial PlanningManage P&L responsibilities, delivering profitable growth while optimizing investments and operating expenses.Lead forecasting, demand planning, financial planning, and business performance reviews.Monitor market performance, sales trends, and competitive activity to drive informed commercial decisions.Ensure disciplined budget allocation and return-on-investment management across commercial initiatives.Implement corrective actions proactively to address performance gaps and market challenges.Business Transformation & Market DevelopmentLead organizational and commercial transformation initiatives to improve business performance and operational effectiveness.Drive change management programs supporting new business models, processes, and market expansion strategies.Evaluate market dynamics and emerging opportunities to strengthen competitive positioning.Champion innovation, commercial excellence, and continuous improvement initiatives across the organization.Leadership & Stakeholder ManagementBuild, develop, and lead high-performing commercial teams through coaching, succession planning, and capability development.Foster a culture of accountability, collaboration, and performance excellence.Partner closely with Marketing, Supply Chain, Finance, Category, and Regional Leadership teams to ensure integrated execution.Manage relationships with senior internal and external stakeholders, ensuring alignment on business objectives and priorities.Governance & ComplianceEnsure adherence to commercial governance frameworks, corporate policies, and regulatory requirements.Maintain strong distributor controls, risk management practices, and operational compliance standards.Promote ethical business practices and robust commercial accountability across the market.Qualifications & ExperienceBachelor's Degree.Minimum 15 years of experience within FMCG organizations, including at least 5 years in senior commercial leadership roles.Proven track record of managing country sales with P&L responsibility.Demonstrated success in driving business transformation, market expansion, and commercial growth initiatives.Extensive experience managing distributors, key accounts, and complex route-to-market structures.Strong financial planning, forecasting, budgeting, and analytical capabilities.Proven leadership experience with a record of building and developing high-performing teams.Experience operating within highly competitive and dynamic markets across the Middle East is highly desirable.Exposure to corporate governance, compliance, audit, or commercial control environments is considered a strong advantage.