Sales Manager (Modern Trade – Head Office)
Description
Who we are
GMG is a global well-being company retailing, distributing and manufacturing a portfolio of leading international and home-grown brands across sport, everyday goods, health and beauty, properties and logistics sectors. Under the ownership and management of the Baker family for over 45 years, GMG is a valued partner of choice for the world's most successful and respected brands in the well-being sector. Working across the Middle East, North Africa, and Asia, GMG has introduced more than 120 brands across 12 countries. These include notable home-grown brands such as Sun & Sand Sports, Dropkick, Supercare Pharmacy, Farm Fresh, Klassic, and international brands like Nike, Columbia, Converse, Timberland, Vans, Mama Sita's, and McCain.
Role Summary
The Sales Manager (Modern Trade – Head Office) is responsible for driving sales growth across key modern trade customers by managing strategic head office relationships, leading a team of Key Account Executives, and ensuring flawless execution of commercial plans. The role oversees end-to-end account management, including joint business planning, commercial negotiations, promotional planning, forecasting, and performance management. Acting as a bridge between Key Account Executives and the Channel Head, the Sales Manager plays a critical role in delivering sustainable business growth while strengthening partnerships with major retail customers.
Key Success Drivers including Accountabilities and Responsibilities
Key Account Management
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Manage strategic relationships with major Modern Trade retailers at Head Office level.
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Lead commercial discussions, annual business planning, promotional agreements, pricing, and trading terms.
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Ensure effective execution of Joint Business Plans (JBPs) with key customers.
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Identify growth opportunities within existing accounts while maximizing sales and profitability.
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May directly manage selected strategic accounts based on business requirements.
Team Leadership
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Lead, coach, and develop a team of Key Account Executives.
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Set clear sales objectives, monitor performance, and support the team in achieving commercial targets.
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Ensure consistent execution across all managed customer accounts.
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Provide guidance on negotiations, customer engagement, and problem resolution.
Sales Planning & Commercial Execution
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Develop customer-specific sales plans aligned with company objectives.
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Drive achievement of sales, profitability, and market share targets.
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Collaborate with Demand Planning and Supply Chain teams to ensure product availability and forecast accuracy.
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Monitor customer performance and recommend corrective actions where required.
Trade Promotions & Category Growth
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Partner with Trade Marketing to develop and execute customer-specific promotional plans.
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Evaluate promotional effectiveness and optimize return on investment.
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Ensure visibility initiatives and in-store activation plans are successfully implemented.
Customer Relationship Management
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Build long-term strategic partnerships with customer buying teams and decision-makers.
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Conduct regular business reviews with customers to identify opportunities and address business challenges.
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Resolve commercial issues proactively while maintaining strong customer satisfaction.
Cross-Functional Collaboration
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Work closely with Marketing, Supply Chain, Finance, Category Management, and Customer Service teams to ensure seamless business execution.
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Support new product launches and category development initiatives across Modern Trade customers.
KPIs
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Sales Revenue Achievement
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Gross Margin Achievement
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Customer Profitability
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Joint Business Plan (JBP) Execution
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Forecast Accuracy
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Promotional ROI
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Distribution & SKU Listing Growth
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Customer Service Levels (OTIF)
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Team Performance & Development
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Customer Satisfaction & Retention
People Management
The incumbent is responsible for leading and developing a team of Key Account Executives by setting clear objectives, monitoring performance, and providing ongoing coaching and support. The role ensures alignment with organizational goals while fostering a high-performance culture focused on collaboration, accountability, and continuous improvement. Through regular performance reviews, development planning, and effective leadership, the Sales Manager drives both individual and team success.
Functional / Technical Competencies
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Strong knowledge of Modern Trade sales and key account management within the UAE FMCG market.
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Proven experience managing Head Office relationships with major retail customers.
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Strong commercial negotiation and influencing skills.
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End-to-end account management experience, including annual planning, forecasting, promotions, and customer profitability.
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Excellent analytical and financial acumen.
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Strong leadership and people management skills.
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Advanced proficiency in Microsoft Excel, PowerPoint, and sales reporting tools.
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Excellent communication and presentation skills.
Education
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Bachelor's degree in Business Administration, Marketing, Sales, or a related discipline.
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MBA is an advantage.
Experience
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6–10 years of FMCG Modern Trade sales experience , with at least 3 years in a managerial or senior key account role .
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Proven experience managing Head Office Modern Trade accounts in the UAE.
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Strong experience leading Key Account Executives while maintaining strategic customer relationships.
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Demonstrated end-to-end account management experience, including business planning, commercial negotiations, forecasting, and promotional execution.
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Experience working with major UAE Modern Trade retailers such as Carrefour, Lulu, Nesto, Abu Dhabi Co-op, Emirates Co-op, and Sharjah Co-op .