Sales Supervisor – FMCG (Multiple Locations – Saudi Arabia)

Job Title: Sales Supervisor – FMCG Function: Sales Location: Multiple locations across Saudi Arabia Reports To: Branch Manager / Area Sales Manager Direct Reports: Van Sales Representatives and Van Sales Assistants Purpose of the Role The 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 Responsibilities 1. Sales Performance & Distribution • Drive 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 & Merchandising • Conduct 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 Collection • Monitor 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 Coaching • Provide 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 Coordination • Review 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 Compliance • Monitor 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 & Experience • Diploma 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 & Competencies • Sales 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-Solv

Diploma 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.