Sales Manager

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

• Manage strategic relationships with major Modern Trade retailers at Head Office level.

• Lead commercial discussions, annual business planning, promotional agreements, pricing, and trading terms.

• Ensure effective execution of Joint Business Plans (JBPs) with key customers.

• Identify growth opportunities within existing accounts while maximizing sales and profitability.

• May directly manage selected strategic accounts based on business requirements.

Team Leadership

• Lead, coach, and develop a team of Key Account Executives.

• Set clear sales objectives, monitor performance, and support the team in achieving commercial targets.

• Ensure consistent execution across all managed customer accounts.

• Provide guidance on negotiations, customer engagement, and problem resolution.

Sales Planning & Commercial Execution

• Develop customer-specific sales plans aligned with company objectives.

• Drive achievement of sales, profitability, and market share targets.

• Collaborate with Demand Planning and Supply Chain teams to ensure product availability and forecast accuracy.

• Monitor customer performance and recommend corrective actions where required.

Trade Promotions & Category Growth

• Partner with Trade Marketing to develop and execute customer-specific promotional plans.

• Evaluate promotional effectiveness and optimize return on investment.

• Ensure visibility initiatives and in-store activation plans are successfully implemented.

Customer Relationship Management

• Build long-term strategic partnerships with customer buying teams and decision-makers.

• Conduct regular business reviews with customers to identify opportunities and address business challenges.

• Resolve commercial issues proactively while maintaining strong customer satisfaction.

Cross-Functional Collaboration

• Work closely with Marketing, Supply Chain, Finance, Category Management, and Customer Service teams to ensure seamless business execution.

• Support new product launches and category development initiatives across Modern Trade customers.

KPIs

• Sales Revenue Achievement

• Gross Margin Achievement

• Customer Profitability

• Joint Business Plan (JBP) Execution

• Forecast Accuracy

• Promotional ROI

• Distribution & SKU Listing Growth

• Customer Service Levels (OTIF)

• Team Performance & Development

• 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

• Strong knowledge of Modern Trade sales and key account management within the UAE FMCG market.

• Proven experience managing Head Office relationships with major retail customers.

• Strong commercial negotiation and influencing skills.

• End-to-end account management experience, including annual planning, forecasting, promotions, and customer profitability.

• Excellent analytical and financial acumen.

• Strong leadership and people management skills.

• Advanced proficiency in Microsoft Excel, PowerPoint, and sales reporting tools.

• Excellent communication and presentation skills.

Education

• Bachelor's degree in Business Administration, Marketing, Sales, or a related discipline.

• MBA is an advantage.

Experience

• 6–10 years of FMCG Modern Trade sales experience, with at least 3 years in a managerial or senior key account role.

• Proven experience managing Head Office Modern Trade accounts in the UAE.

• Strong experience leading Key Account Executives while maintaining strategic customer relationships.

• Demonstrated end-to-end account management experience, including business planning, commercial negotiations, forecasting, and promotional execution.

• Experience working with major UAE Modern Trade retailers such as Carrefour, Lulu, Nesto, Abu Dhabi Co-op, Emirates Co-op, and Sharjah Co-op.