Area Sales Manager-Abu Dhabi & Al Ain

The Area Sales Manager – Abu Dhabi & Al Ain is responsible for leading and managing depot-level sales operations across the assigned region, ensuring achievement of sales volume, revenue, and collection targets. The role drives regional business growth, develops customer relationships, and leads depot teams through coaching and performance management. It ensures effective coordination of depot operations including supply chain, accounts, HR, and IT support functions, while also owning full channel execution across Modern Trade, Impulse, Convenience & Gas (C&G), and Van Sales with strong in-market presence, structured sales process compliance, and sustainable growth delivery.

Tactical

•    Develop and execute regional sales plans to achieve depot sales, collection, and channel-specific targets.

•    Identify business opportunities and support regional growth initiatives across all channels.

•    Align depot and channel strategy with overall company sales objectives.

•    Own and deliver sales targets (volume, value, distribution, and profitability) for Abu Dhabi & Al Ain across Modern Trade, Impulse, C&G, and Van Sales.

•    Drive numeric and weighted distribution, focusing on outlet productivity and route efficiency. Monitor competitor activity and market dynamics, translating insights into corrective business actions.

Operational (Core)

•    Manage depot sales performance, revenue generation, and customer base expansion across the region.

•    Oversee depot operations including sales execution, supply chain coordination, and delivery performance.

•    Ensure effective stock management, customer service levels, and order fulfillment.

•    Monitor and control collections to ensure timely recovery of receivables.

•    Ensure accurate and timely reporting of depot performance and business results.

•    Conduct regular market visits and competitor analysis to support business decisions.

•    Ensure effective execution of pricing, promotions, planograms, visibility, and availability in line with company standards.

•    Maintain a strong and regular field presence in both Abu Dhabi and Al Ain markets.

•    Conduct structured market visits to key customers, routes, and priority outlets to validate execution and customer engagement standards.

•    Implement the company sales process across all channels and teams (Modern Trade, Impulse, C&G, and Van Sales).

•    Ensure 100% adherence to sales call steps, route plans, merchandising standards, and reporting requirements.

•    Conduct regular field audits, joint visits, and coaching sessions to validate process compliance.

•    Identify gaps in execution and lead corrective actions through training, coaching, and follow-up.

•    Act as a role model for disciplined execution and best-in-class sales practices.

•    Lead and balance performance across Modern Trade, Impulse, C&G, and Van Sales, ensuring channel-specific execution excellence.

•    Support key account initiatives in Modern Trade in coordination with the KA team, ensuring strong store-level execution.

•    Optimize van sales coverage, assortment, and call productivity.

•    Prepare and manage sales forecasts, route plans, and monthly action plans.

•    Track KPIs related to sales performance, distribution, execution, and process compliance.

Operational (General)

•    Ensure smooth depot operations across sales, accounts, HR, IT, and supply chain functions.

•    Maintain strong financial controls and ensure accuracy of cash handling and reconciliations.

•    Conduct regular quality checks on invoices, transactions, and operational records.

•    Coordinate with internal departments (Supply Chain, IT, HR, Marketing) to support depot efficiency.

•    Ensure compliance with company policies, procedures, and audit requirements.

•    Support issue resolution and ensure operational continuity across all depot activities.

•    Ensure accurate and timely alignment with Finance, Supply Chain, and Marketing on reporting and forecasting.

•    Perform other responsibilities and tasks as directed in order to meet organizational objectives.

•    Adapt to and participate in any programs or changes including strategic and operational initiatives.

Education and Certification: 

Bachelor’s Degree in Business Administration, Marketing, or related field

Minimum Experience: 

•     Minimum 8–10 years of FMCG sales experience, managing multiple channels

•     Minimum 3–5 years in a sales leadership / managerial role

•     Strong knowledge of the Abu Dhabi & Al Ain FMCG market

•     Strong exposure to UAE market and depot operations preferred

•     Valid UAE driving license

Skills & Competencies:

•     Hands-on, execution-driven mindset

•     Strong analytical and reporting capabilities

•     Channel management across MT, Impulse, C&G & Van Sales

•     Deep understanding of structured sales processes

Major KPIs: 

Sales Target Achievement

Numeric & Weighted Distribution

Sales Process Compliance Score

Outlet Coverage & Call Productivity

Promotion & Visibility Execution

Collection Performance

Team Performance & Capability Development