Area Sales Manager

About the Role

Prima International, a frozen bakery manufacturing company based in Riyadh, Saudi Arabia, is seeking an experienced and results-driven Area Sales Manager. This full-time role involves leading sales operations, expanding market presence, and driving sustainable revenue growth across assigned territories in Riyadh, Dammam, and Jeddah.

The successful candidate will be responsible for developing and executing sales strategies, managing sales teams, strengthening customer relationships, and expanding distribution networks to achieve sales and profitability targets. The position requires 5-10 years of experience.

Key Responsibilities

• Develop and implement area sales strategies aligned with business objectives and growth plans.
• Achieve monthly, quarterly, and annual sales targets for revenue, volume, and profitability.
• Identify new market opportunities, potential customers, and untapped territories to expand market share.
• Oversee daily sales activities, manage sales routes, and optimize territory allocation.
• Build and maintain strong, long-term relationships with key customers and distribution partners.
• Lead, supervise, motivate, and develop the sales team to achieve performance targets.
• Maintain comprehensive knowledge of frozen bakery products and ensure proper handling and distribution.
• Prepare accurate sales forecasts and coordinate with Production, Supply Chain, and Logistics teams.
• Monitor sales revenue, gross profit margins, and manage sales expenses within allocated budgets.
• Prepare and submit regular sales performance reports, forecasts, and market analyses.

Sales Strategy and Operations

• Develop and execute territory coverage plans to maximize sales opportunities and market penetration.
• Monitor market trends, competitor activities, and customer demands to identify commercial opportunities.
• Conduct regular market visits to evaluate sales execution, customer satisfaction, and product visibility.
• Identify underperforming territories and implement corrective action plans to improve sales results.
• Ensure compliance with company sales policies, pricing guidelines, and commercial procedures.

Customer and Team Management

• Negotiate commercial agreements, pricing, and sales terms in accordance with company policies.
• Ensure high levels of customer satisfaction through effective communication and service quality.
• Resolve customer complaints and commercial issues in coordination with relevant departments.
• Establish clear sales objectives, performance standards, and key performance indicators (KPIs) for the sales team.
• Conduct regular sales meetings, performance reviews, and field coaching sessions.
• Identify training and development needs to improve selling capabilities and product knowledge within the team.

Qualifications and Experience

• Extensive experience (5-10 years) in the Food & Beverage (F&B) industry.
• Preferably experienced within frozen bakery, frozen food, or FMCG manufacturing.
• Strong knowledge of the Saudi Arabian market.
• Proven record of delivering sales growth.

Logistics and Financial Oversight

• Coordinate with logistics teams to maintain efficient distribution and cold-chain integrity.
• Monitor inventory levels and support effective stock planning to minimize shortages and excess inventory.
• Manage sales expenses and ensure effective utilization of allocated budgets.
• Support customer credit management and collection activities in coordination with the Finance Department.
• Analyze sales data to identify performance gaps and opportunities for improvement.