Sales Operations Manager (FMCG)

Job OverviewThe Sales Operations Manager is responsible for designing, implementing, and continuously improving the commercial operating frameworks that strengthen field sales execution and drive sustainable business performance.The role combines sales operations, performance management, commercial analytics, route-to-market optimization, and sales capability development. It translates business strategy into structured, measurable, and scalable processes that enable sales teams to execute effectively across channels, territories, and customer segments.The role works closely with Sales, Marketing, Finance, Supply Chain, and other key stakeholders to ensure commercial priorities are translated into clear execution plans, performance standards, and actionable insights.Key ResponsibilitiesA. Sales Operations Framework & Process ExcellenceDevelop and maintain the sales operations framework, including route-to-market standards, sales execution principles, and channel operating models.Design and implement structured sales processes, including call procedures, outlet classification, coverage models, journey planning, and territory execution.Translate business strategy into practical sales playbooks with clear KPIs across territories, channels, and customer segments.Continuously review and improve sales processes to reflect market dynamics, portfolio changes, and evolving business priorities.Ensure consistent adoption of sales standards and processes across the field organization.B. Sales Performance ManagementOwn the sales performance measurement framework, including KPI definitions, baselines, targets, and performance thresholds.Develop and maintain sales scorecards and dashboards providing leadership with clear visibility of sales performance and execution quality.Monitor performance against targets and identify key gaps, risks, and opportunities.Conduct structured performance analysis and develop corrective action plans in partnership with sales leadership.Ensure sales reporting is accurate, timely, and aligned with business priorities.C. Sales Capability & Performance ImprovementIdentify capability gaps across the sales organization through structured performance and needs analysis.Develop and coordinate sales capability initiatives covering areas such as route-to-market, negotiation, outlet development, distribution, and sales execution.Partner with relevant stakeholders to develop training content and ensure effective implementation of capability-building programmes.Track the effectiveness of capability initiatives through measurable performance indicators and post-training assessments.Translate performance insights into targeted improvement initiatives for sales teams.D. Route-to-Market OptimizationAssess existing route-to-market models against business growth opportunities, customer needs, and market practices.Identify opportunities to improve sales coverage, territory structures, customer segmentation, and distribution models.Develop route-to-market improvement roadmaps with clear implementation phases, responsibilities, and timelines.Assess the potential commercial and financial impact of proposed changes and provide recommendations to leadership.Ensure route-to-market models are reflected in territory design, customer assignments, and coverage targets.E. Sales Data & AnalyticsLead the use of sales data and analytics to identify growth opportunities, execution gaps, risks, and market white spaces.Establish consistent data standards, reporting requirements, and reporting cadences across the sales organization.Develop and enhance dashboards and analytical tools that support commercial decision-making.Validate sales performance data and ensure the accuracy and consistency of management reporting.Translate complex data and analytical outputs into clear, actionable recommendations for sales leadership.F. Distributor & Channel PerformanceEstablish sales operations standards for distributor and channel management, including performance, service levels, volume delivery, and business plan execution.Develop structured frameworks for distributor performance reviews and business evaluations.Partner with channel teams to establish channel-specific execution guidelines, standards, and compliance requirements.Monitor distributor and channel performance against agreed KPIs and identify areas for improvement.G. Cross-Functional CollaborationAct as a key interface between Sales and central/support functions including Finance, Marketing, Supply Chain, and other relevant stakeholders.Support commercial planning cycles, business reviews, go-to-market discussions, and performance reviews.Ensure business priorities are translated into clear sales execution plans and communication materials for field teams.Facilitate alignment across functions on key sales initiatives, priorities, and performance actions.H. Sales Governance & StandardsMaintain the sales operations standards library, including frameworks, templates, SOPs, guidelines, and evaluation tools.Conduct periodic reviews and audits to assess compliance with established sales processes and standards.Identify recurring execution gaps and recommend improvements to strengthen sales governance.Provide regular updates to senior leadership on sales operations performance, process adoption, and areas requiring attention.I. Team LeadershipManage and develop team members within the sales operations function.Set clear objectives and performance expectations and provide regular coaching and feedback.Build the team's analytical, commercial, and operational capabilities.Foster a culture of continuous improvement, accountability, and data-driven decision-making.Key Performance IndicatorsSales and distribution targets achieved versus plan by channel and territory.Sales execution scorecard and compliance with defined operating standards.Improvement in sales productivity and field execution effectiveness.Effectiveness and adoption of sales processes and operating frameworks.Quality, accuracy, and timeliness of sales performance reporting.Route-to-market improvement and implementation of identified optimization opportunities.Distributor and channel performance against agreed KPIs.Impact of sales capability and performance improvement initiatives.Experience & QualificationsBachelor's degree in Business, Commerce, Marketing, Sales, or a related field. MBA is an advantage.8+ years of experience in FMCG commercial or sales roles, with at least 3 years in sales operations, sales excellence, commercial planning, route-to-market, or a similar function.Proven experience in designing and implementing sales processes, operating frameworks, and performance management systems.Strong experience in sales performance analysis and translating data into actionable business improvement initiatives.Experience with sales analytics, dashboards, reporting tools, and performance management platforms.Experience working across multiple channels, territories, or markets is preferred.FMCG experience in the GCC or wider Middle East region is an advantage.Strong analytical, problem-solving, communication, and stakeholder management skills.Demonstrated ability to influence cross-functional stakeholders and drive execution in a fast-paced commercial environment.Strong project management and organizational skills with the ability to manage multiple priorities effectively.