Area Sales Manager

Company: Prima International Location: Riyadh - Dammam - Jeddah, Saudi Arabia Industry: Food Manufacturing – Frozen Bakery Products Department: Sales Reports To: Sales & Marketing Manager Job Summary: Prima International, a frozen bakery manufacturing company based in Riyadh, is seeking an experienced, results-driven Area Sales Manager to lead sales operations, expand market presence, and drive sustainable revenue growth across assigned territories in Saudi Arabia. The successful candidate will be responsible for developing and executing effective sales strategies, managing sales teams, strengthening customer relationships, expanding distribution networks, and achieving sales and profitability targets. The ideal candidate should possess extensive experience in the Food & Beverage (F&B) industry, preferably within frozen bakery, frozen food, or FMCG manufacturing, with strong knowledge of the Saudi Arabian market and a proven record of delivering sales growth. Key Responsibilities: 1. Sales Strategy & Business Development • Develop and implement area sales strategies aligned with the company's overall business objectives and growth plans. • Achieve monthly, quarterly, and annual sales targets in terms of revenue, volume, and profitability. • Identify new market opportunities, potential customers, and untapped territories to expand the company's market share. • Develop and execute territory coverage plans to maximize sales opportunities and market penetration. • Monitor market trends, competitor activities, pricing strategies, and customer demands to identify commercial opportunities. • Establish and maintain strong relationships with existing and prospective customers to drive long-term business growth. • Develop accurate sales forecasts and action plans to ensure consistent achievement of sales objectives. 2. Sales Operations & Territory Management • Oversee daily sales activities across assigned territories, ensuring effective execution of sales plans. • Manage and optimize sales routes, customer coverage, and territory allocation to maximize productivity. • Monitor sales performance by product, customer, territory, and sales representative. • Ensure consistent product availability and effective distribution coverage throughout assigned markets. • Conduct regular market visits to evaluate sales execution, customer satisfaction, product visibility, and competitor activities. • Identify underperforming territories and implement corrective action plans to improve sales results. • Ensure compliance with company sales policies, pricing guidelines, and commercial procedures. 3. Customer Relationship & Account Management • Build and maintain strong, long-term relationships with key customers and distribution partners. • Identify customer needs and recommend suitable products from the company's frozen bakery portfolio. • Negotiate commercial agreements, pricing, and sales terms in accordance with company policies. • Ensure high levels of customer satisfaction through effective communication, responsiveness, and service quality. • Resolve customer complaints and commercial issues in coordination with relevant departments. • Monitor customer purchasing patterns and identify opportunities to increase sales volume and product penetration. • Strengthen customer retention and minimize account inactivity or loss. 4. Sales Team Leadership & Development • Lead, supervise, motivate, and develop the sales team to achieve individual and collective performance targets. • Establish clear sales objectives, performance standards, and key performance indicators (KPIs). • Conduct regular sales meetings, performance reviews, and field coaching sessions. • Monitor sales representatives' productivity, customer visits, sales conversion, and territory coverage. • Identify training and development needs to improve selling capabilities and product knowledge. • Promote a results-oriented culture focused on accountability, teamwork, and continuous improvement. • Support recruitment, onboarding, and performance evaluation of sales personnel. 5. Frozen Bakery Product & Market Management • Maintain comprehensive knowledge of frozen bakery products, including frozen dough, pastries, croissants, bread, and other relevant bakery categories. • Understand product specifications, storage requirements, shelf life, preparation methods, and quality standards. • Ensure proper handling and distribution of frozen products in accordance with cold-chain requirements. • Collaborate with the Production and Quality Assurance departments to address product-related issues and customer feedback. • Identify opportunities to introduce new products or improve existing product offerings based on market demand. • Support product launches, promotional initiatives, and sales campaigns to increase market awareness and product penetration. • Monitor product performance and recommend strategies to improve sales of slow-moving products. 6. Sales Forecasting & Supply Chain Coordination • Prepare accurate sales forecasts based on historical performance, customer demand, seasonality, and market trends. • Coordinate with Production, Supply Chain, Warehouse, and Logistics teams to ensure timely product availability and delivery. • Monitor inventory levels and support effective stock planning to minimize shortages and excess inventory. • Ensure proper stock rotation and minimize product returns, expiration, and waste. • Coordinate with logistics teams to maintain efficient distribution and cold-chain integrity. • Communicate changes in market demand to relevant departments to support production planning. 7. Financial Performance & Reporting • Monitor sales revenue, gross profit margins, discounts, and overall territory profitability. • Manage sales expenses and ensure effective utilization of allocated budgets. • Support customer credit management and collection activities in coordination with the Finance Department. • Monitor outstanding receivables and take appropriate action to minimize overdue payments. • Prepare and submit regular sales performance reports, forecasts, market analyses, and action plans. • Analyze sales data to identify performance gaps and opportunities for improvement. • Recommend pricing, promotional, and commercial initiatives to improve sales performance and profitability. Qualifications & Experience: Educational Qualifications • Bachelor's degree in Business Administration, Marketing, Sales Management, or a related field. • MBA or relevant professional certifications in Sales, Marketing, or Commercial Management are an advantage. Professional Experience • Minimum 7–10 years of progressive sales experience in the Food & Beverage, FMCG, frozen food, or bakery industry. • At least 3–5 years of experience in an Area Sales Manager, Regional Sales Manager, or similar leadership position. • Proven experience managing sales operations, distribution networks, and sales teams within Saudi Arabia. • Strong knowledge of the Saudi Arabian f

Minimum 7–10 years of progressive sales experience in the Food & Beverage, FMCG, frozen food, or bakery industry. At least 3–5 years of experience in an Area Sales Manager, Regional Sales Manager, or similar leadership position. Proven experience managing sales operations, distribution networks, and sales teams within Saudi Arabia. Strong knowledge of the Saudi Arabian market and experience delivering sales growth. Bachelor's degree in Business Administration, Marketing, Sales Management, or related field. MBA or relevant professional certifications in Sales, Marketing, or Commercial Management are an advantage.

Develop and implement area sales strategies aligned with the company's objectives and growth plans. Achieve monthly, quarterly, and annual sales targets in terms of revenue, volume, and profitability. Identify new market opportunities, potential customers, and untapped territories. Develop territory coverage plans to maximize sales opportunities and market penetration. Monitor market trends, competitor activities, pricing strategies, and customer demands. Establish and maintain relationships with customers and distribution partners. Develop accurate sales forecasts and action plans. Oversee daily sales activities across assigned territories. Manage and optimize sales routes, coverage, and territory allocation. Monitor performance by product, customer, territory, and sales rep. Ensure product availability and distribution coverage. Conduct regular market visits to evaluate execution and satisfaction. Identify underperforming territories and implement corrective actions. Ensure compliance with policies and pricing guidelines. Build and maintain strong customer relationships, negotiate commercial terms, and resolve issues. Lead and develop the sales team, set objectives and KPIs, conduct reviews and coaching. Maintain knowledge of frozen bakery products and ensure proper handling per cold-chain requirements. Coordinate with Production and QA to address product-related issues. Prepare sales forecasts and coordinate with Supply Chain for timely delivery. Monitor inventory, minimize shortages and waste, and coordinate logistics. Analyze sales data, prepare reports, and propose pricing and promotional strategies.