National Sales Manager

About the Role

Virtucruit is partnering with an established Saudi food manufacturer to recruit a National Sales Manager. This full-time role is based in Dammam and involves leading field sales delivery across the Kingdom, managing regional and channel teams, and overseeing distributor partners to achieve national sales targets. The National Sales Manager reports directly to the Sales & Marketing Director.

Role Overview

The National Sales Manager is responsible for the overall management and performance of the company's sales operations across Saudi Arabia and other GCC markets. This includes sales delivered through sponsored companies, agency representatives, distributors, and the direct sales team. The role ensures the implementation of commercially viable sales plans and marketing strategies to maximize returns and deliver customer service excellence. A primary measure of success is the consistent, profitable achievement of national sales targets. The role involves leading sales teams, managing key relationships, and coordinating with various internal departments to align sales plans with operational capabilities.

Key Responsibilities

• Supervise and direct sales activities across general trade, modern trade, and food service channels in Saudi Arabia and GCC markets, ensuring planned sales targets are met.
• Translate commercial strategy into national, regional, and channel sales plans, targets, and route-to-market coverage.
• Approve sales plans across product lines and monitor overall national sales performance.
• Drive numeric and weighted distribution, product availability, and visibility across regions and channels.
• Track sales results against targets, analyze variances, and implement corrective actions.
• Develop sales policies, procedures, plans, budgets, and performance standards in cooperation with relevant stakeholders.
• Set and communicate KPIs for regional and channel teams, aligned with the national sales plan.
• Review market research and promotional campaign outcomes to build effective sales plans.
• Build and manage relationships with sponsored companies, agency representatives, and distributors to ensure market coverage and penetration.
• Negotiate trading terms, targets, and joint business plans with distributors and key retail accounts.
• Maintain strong relationships with high-end and modern-trade retailers, category managers, and store managers.
• Conduct regular market visits to assess product performance and competitor activity.
• Liaise with internal departments on confirmed sales orders, shipping, stock availability, customer service, and billing.
• Coordinate with Finance on payment collections, key customer billing, and credit control.
• Present periodic sales progress reports with detailed analysis and recommendations.
• Provide insights on market trends, competitor activity, pricing, and new business opportunities.

Team Leadership

• Recruit, train, appraise, and motivate a competent national sales team.
• Set priorities, assign territories and tasks, and uphold company standards.
• Foster a culture of teamwork, accountability, and customer focus.

Qualifications and Experience

• 5-10 years of relevant experience in sales management.
• Proven ability to lead regional and channel sales teams and manage distributor partnerships.
• Experience in the food manufacturing sector, particularly with meat and frozen food lines, is preferred.
• Demonstrated capability to drive national sales targets across various trade channels.

Decision-Making Authority

The National Sales Manager operates within the company's Authority Matrix. This includes approving sales plans, monitoring sales performance, recommending trading terms and pricing within delegated limits, and making credit decisions in line with policy. The role also involves setting priorities, assigning tasks across the sales team, conducting performance appraisals, and leading the recruitment, training, and development of sales staff.