Sales Supervisor – FMCG (Multiple Locations – Saudi Arabia)

Job Title: Sales Supervisor – FMCGFunction: Sales

Location: Multiple locations across Saudi ArabiaReports To: Branch Manager / Area Sales ManagerDirect Reports: Van Sales Representatives and Van Sales AssistantsPurpose of the RoleThe Retail Sales Supervisor is responsible for driving day-to-day sales execution across assigned routes and territories, ensuring the achievement of sales targets, distribution coverage, in-store execution standards, and cash collection objectives.

The role provides frontline leadership to field sales teams through regular market visits, on-route coaching, performance monitoring, and corrective action planning to maximize sales performance, strengthen customer relationships, and ensure compliance with commercial policies and operational standards.Key Responsibilities1. Sales Performance & DistributionDrive achievement of volume, value, and distribution targets across assigned routes and territories.Monitor daily sales performance against targets, identify gaps, and implement corrective actions to improve results.Establish and review route-level priorities based on sales potential, customer requirements, and market opportunities.Ensure effective product assortment and availability across assigned outlets to maximize sales and profitability.Monitor customer coverage, visit frequency, route productivity, and distribution gaps to ensure effective market penetration.Identify opportunities to expand distribution, improve product availability, and increase sales across existing and new customers.2. In-Store Execution & MerchandisingConduct regular market visits and outlet audits to ensure compliance with merchandising, visibility, and retail execution standards.Ensure appropriate product placement, share of shelf, point-of-sale material (POSM) deployment, and promotional display execution.Monitor product availability, stock rotation, display quality, and cooler or equipment maintenance where applicable.Ensure the effective execution of marketing campaigns, promotional activities, and commercial initiatives across assigned routes.Identify execution gaps and work with the sales team and relevant stakeholders to implement improvements.Monitor competitor activities, market trends, pricing, and promotional practices, sharing relevant insights with management.3. Accounts Receivable & Cash CollectionMonitor daily cash collection performance by route and customer, ensuring compliance with approved credit policies and collection targets.Follow up on outstanding balances and overdue accounts, coordinating with relevant finance and commercial teams to resolve issues.Develop and monitor action plans for overdue receivables and escalate cases in line with company policies.Ensure appropriate control over cash handling, sales transactions, customer balances, and supporting documentation.Monitor the balance between cash and credit sales in line with customer credit limits and approved commercial terms.Support the reduction of overdue receivables and improvement of collection efficiency across assigned routes.4. People Leadership & On-Route CoachingProvide regular on-route coaching to Van Sales Representatives and Van Sales Assistants on sales techniques, customer engagement, negotiation, merchandising, and execution standards.Conduct joint market visits to assess individual performance, reinforce best practices, and address capability gaps.Set clear performance expectations and follow up on individual and team objectives.Conduct regular performance discussions, identify development needs, and implement appropriate coaching and training plans.Build a motivated, accountable, and results-oriented sales team that consistently meets commercial and operational expectations.Support succession planning and employee development in coordination with management and HR.Promote teamwork, discipline, and adherence to company policies and procedures.5. Daily Reporting & Operational CoordinationReview daily sales reports, distribution and coverage reports, collection summaries, and other relevant performance indicators.Participate in daily branch briefings to align priorities, review performance gaps, and agree on route-level actions.Prepare and submit accurate daily and periodic reports covering sales performance, market execution, customer issues, and collection status.Coordinate with branch management, finance, marketing, supply chain, and other relevant teams to resolve operational and customer-related issues.Maintain accurate records of market visits, performance discussions, customer complaints, investigations, and follow-up actions.Escalate significant commercial risks, customer concerns, and operational challenges in a timely manner.6. Route Productivity & Operational ComplianceMonitor route efficiency, sales call productivity, outlet coverage, and adherence to planned visit schedules.Ensure field sales activities comply with approved operating procedures, credit policies, cash-handling requirements, and reporting standards.Identify opportunities to improve route planning, resource utilization, and sales team productivity.Monitor adherence to company policies, safety requirements, and applicable local regulations.Recommend practical improvements to sales processes and field operations to support sustainable business performance.Qualifications & ExperienceDiploma or bachelor's degree in Business Administration, Marketing, Sales, or a related field.3–5 years of experience in FMCG sales, field sales, or distribution operations, preferably within the beverages or consumer goods sector.At least 1–2 years of experience in a sales supervisory or team leadership role.Proven experience in route-to-market execution, retail sales, customer coverage, and merchandising.Practical experience managing accounts receivable, credit control, and cash collection in a distribution environment.Good understanding of retail channels, sales processes, distribution networks, and market execution.Proficiency in Microsoft Office, particularly Excel, and familiarity with ERP or Distribution Management Systems (DMS); SAP experience is an advantage.Fluency in Arabic and English, both spoken and written.Willingness to work in the field and travel within the assigned territory as required.Required Skills & CompetenciesSales Execution: Ability to translate commercial objectives into effective route-level activities and measurable results.People Leadership: Strong coaching, team management, and performance development capabilities.Commercial Awareness: Understanding of customer needs, market dynamics, product distribution, and competitor activity.Analytical Skills: Ability to interpret sales, distribution, collection, and execution reports to identify performance gaps.Customer Management: Strong communication, negotiation, and relationship-building skills.Accountability: A results-driven mindset with ownership of sales targets, team performance, and operational standards.Problem-Solving: Ability to identify issues, prioritize actions, and resolve challenges in a fast-paced field environment.Integrity & Compliance: Commitment to accurate reporting, responsible cash handling, and adherence to company policies.Planning & Organization: Ability to manage multiple routes, competing priorities, and daily operational requirements effectively.Key Performance Indicators (KPIs)Achievement of volume and value sales targets across assigned routes and territories.Customer coverage, outlet visit compliance, and distribution performance.Product availability, assortment compliance, and distribution expansion.In-store execution, merchandising, product visibility, and promotional compliance.Cash collection efficiency and recovery of overdue receivables.Compliance with approved credit limits and accounts receivable policies.Route productivity and sales call effectiveness.Field coaching frequency and improvement in individual and team performance.Accuracy and timeliness of daily sales, distribution, and collection reporting.Compliance with operational procedures, cash-handling requirements, and company policies.Timely resolution of customer issues and implementation of corrective actions.