Senior Area Sales Manager

About the role

We are partnering with a leading organization in the food and beverage sector to find a seasoned Senior Area Sales Manager who will drive regional sales performance across Saudi Arabia.

Key responsibilities

• Lead and deliver regional sales targets across Traditional Trade, Wholesale and Discount channels.
• Manage and coach Sales Supervisors and field sales teams to drive execution excellence.
• Strengthen distribution, outlet coverage, numeric distribution and in‑store execution.
• Drive route productivity, van sales efficiency and territory optimization.
• Own regional collections, enforce credit discipline and work closely with Finance to improve cash flow.
• Build strong relationships with distributors and key customers while ensuring service excellence.
• Monitor market trends, competitor activity and identify opportunities for sustainable growth.
• Deliver accurate forecasting, sales reporting and business reviews.

Required profile

• 8+ years of FMCG sales experience with strong exposure to Traditional Trade and Wholesale within Saudi Arabia.
• Proven experience leading van sales teams and managing direct distribution models.
• Strong understanding of route‑to‑market, van sales operations, customer development and collections.
• Commercially astute with excellent leadership, coaching and execution capabilities.
• Arabic language skills are highly preferred.

Required skills