National Sales Manager

Job Title: National Sales ManagerReports To: BU Director - Central Middle East (CME) Function: Sales Location: KSA Grade / Level: To be confirmedOperating ContextThe National Sales Manager operates within the Central Middle East (CME) Business Unit, led by the BU Director – CME, who has end-to-end accountability for Sales & commercial performance across KSA, Kuwait, Jordan, and Bahrain.Within this structure, KSA represents the most value-significant and operationally complex market, characterized by:Multi-branch distribution network with diverse channel mix (MT, TT, Discounters, OOH, Wholesale)High competitive intensity and margin pressureIncreasing governance requirements on pricing, trade investments, and AR controlElevated operational complexity across depots, fleets, and credit exposureStrong need for execution discipline and cost optimizationThe National Sales Manager role is a critical commercial leadership position responsible for translating BU strategy into disciplined execution across Countries and branches / depots.The role carries full national accountability for volume, value, profitability, operational efficiency, and governance compliance. Success depends on structured performance management, rigorous financial control, and strong frontline leadership — not just topline growthPurpose of the JobThe National Sales Manager is responsible for driving profitable regional (CME) growth by leading operations, optimizing sales and execution with distribution and ensuring strong commercial governance across all regions.The role owns national sales performance (Volume, NSR, GP, NP), strengthens operational efficiency, controls AR exposure, builds frontline capability, and ensures full compliance with company standards and regulatory requirementsKey Roles & Responsibilities1. National Commercial Strategy & P&L OwnershipTranslate BU strategy into actionable national sales plans.Own national P&L covering Volume, NSR, GP, NP, trade investments, and cost-to-serve.Balance growth ambition with margin protection and working capital discipline.2. Revenue Growth & Product Mix OptimizationDrive achievement of budgeted volume and value targets across all channels.Optimize profitable product mix and pricing realization.Identify and unlock new business development opportunities.3. Regional Operational LeadershipOversee performance of Regions and branches under responsibility.Set clear KPIs and performance objectives for Regional Manager, and Branch Managers.Monitor daily operations, ensuring alignment with regional targets.Continuously evaluate operational efficiency and cost-effectiveness.4. Sales & Distribution ExcellenceImplement sales, distribution, and execution standards aligned with BU direction.Ensure distribution targets are achieved by category and geography.Drive execution compliance through structured market visits and audits.5. Financial Governance & AR ControlMonitor AR KPIs and maintain healthy cash-credit ratios.Ensure disciplined trade investment governance and budget control.Strengthen financial compliance and internal control measures across branches.6. Capability Building & Performance ManagementCoach and develop frontline leadership teams.Conduct structured performance reviews and corrective action planning.Build a culture of accountability, rigor, and performance ownership.7. Compliance, Risk & StandardsEnsure adherence to company SOPs, regulatory requirements, and quality standards.Manage escalated customer disputes, incident reports, and legal matters.Prevent operational and commercial leakages across branches.8. Reporting & Business ReviewsPresent Monthly, Quarterly, and Annual Sales & Financial performance reviews.Provide performance gap analysis and corrective action roadmaps.Ensure reporting accuracy and data integrity.9. Cross-Functional CollaborationWork closely with Finance, Supply Chain, Marketing, RTM, Demand Planning, and HR.Drive execution of centralized initiatives and development agendas.Act as the single point of accountability for national sales performance.Key Performance Indicators (KPIs)Focus AreaKPIs GrowthVolume & NSR vs BudgetExecutionIn-store execution complianceDistributionWeighted & numeric distributionProfitabilityGP & NP achievementPricingPrice compliance, price gap controlMarket ShareVolume & Value ShareFinancial ControlAR, Over due Cash:Credit ratioGovernanceTrade spend disciplineTeam DevelopmentCapability growth, Performance improvementExperience & Capability RequirementsExperience10–15 years in FMCG Sales leadership rolesProven experience managing multi-nationalities and regional operationsStrong background in P&L management and financial governance.KnowledgeRoute-to-Market strategy and branch operationsPricing architecture and margin optimizationAR management and working capital controlSales execution standards and performance management systemsQualificationsMBA preferredSkills & CompetenciesFunctionalNational sales strategy & P&L managementFinancial discipline and margin controlSales operations and branch governanceAR & working capital managementPerformance analytics and reportingDistribution and execution excellenceBehavioralStrategic leadership with execution rigorStrong decision-making and problem-solving abilityHigh accountability and ownership mindsetInfluencing and stakeholder managementAgility in complex, high-pressure environmentsStrong presentation and communication skillsStrategic thinking with strong execution rigorDirect Reports (if Any)Reginal ManagersKey Accounts ManagerChannel Managers