Job Title: Sales Supervisor – FMCG
Function: Sales
Location: Multiple locations across Saudi Arabia
Reports To: Branch Manager / Area Sales Manager
Direct Reports: Van Sales Representatives and Van Sales Assistants
Purpose of the Role
The Retail Sales Supervisor is responsible for driving day-to-day sales execution across assigned routes and territories, ensuring the achievement of sales targets, distribution coverage, in-store execution standards, and cash collection objectives.
The role provides frontline leadership to field sales teams through regular market visits, on-route coaching, performance monitoring, and corrective action planning to maximize sales performance, strengthen customer relationships, and ensure compliance with commercial policies and operational standards.
Key Responsibilities
- Sales Performance & Distribution
- Drive achievement of volume, value, and distribution targets across assigned routes and territories.
- Monitor daily sales performance against targets, identify gaps, and implement corrective actions to improve results.
- Establish and review route-level priorities based on sales potential, customer requirements, and market opportunities.
- Ensure effective product assortment and availability across assigned outlets to maximize sales and profitability.
- Monitor customer coverage, visit frequency, route productivity, and distribution gaps to ensure effective market penetration.
- Identify opportunities to expand distribution, improve product availability, and increase sales across existing and new customers.
- In-Store Execution & Merchandising
- Conduct regular market visits and outlet audits to ensure compliance with merchandising, visibility, and retail execution standards.
- Ensure appropriate product placement, share of shelf, point-of-sale material (POSM) deployment, and promotional display execution.
- Monitor product availability, stock rotation, display quality, and cooler or equipment maintenance where applicable.
- Ensure the effective execution of marketing campaigns, promotional activities, and commercial initiatives across assigned routes.
- Identify execution gaps and work with the sales team and relevant stakeholders to implement improvements.
- Monitor competitor activities, market trends, pricing, and promotional practices, sharing relevant insights with management.
- Accounts Receivable & Cash Collection
- Monitor daily cash collection performance by route and customer, ensuring compliance with approved credit policies and collection targets.
- Follow up on outstanding balances and overdue accounts, coordinating with relevant finance and commercial teams to resolve issues.
- Develop and monitor action plans for overdue receivables and escalate cases in line with company policies.
- Ensure appropriate control over cash handling, sales transactions, customer balances, and supporting documentation.
- Monitor the balance between cash and credit sales in line with customer credit limits and approved commercial terms.
- Support the reduction of overdue receivables and improvement of collection efficiency across assigned routes.
- People Leadership & On-Route Coaching
- Provide regular on-route coaching to Van Sales Representatives and Van Sales Assistants on sales techniques, customer engagement, negotiation, merchandising, and execution standards.
- Conduct joint market visits to assess individual performance, reinforce best practices, and address capability gaps.
- Set clear performance expectations and follow up on individual and team objectives.
- Conduct regular performance discussions, identify development needs, and implement appropriate coaching and training plans.
- Build a motivated, accountable, and results-oriented sales team that consistently meets commercial and operational expectations.
- Support succession planning and employee development in coordination with management and HR.
- Promote teamwork, discipline, and adherence to company policies and procedures.
- Daily Reporting & Operational Coordination
- Review daily sales reports, distribution and coverage reports, collection summaries, and other relevant performance indicators.
- Participate in daily branch briefings to align priorities, review performance gaps, and agree on route-level actions.
- Prepare and submit accurate daily and periodic reports covering sales performance, market execution, customer issues, and collection status.
- Coordinate with branch management, finance, marketing, supply chain, and other relevant teams to resolve operational and customer-related issues.
- Maintain accurate records of market visits, performance discussions, customer complaints, investigations, and follow-up actions.
- Escalate significant commercial risks, customer concerns, and operational challenges in a timely manner.
- Route Productivity & Operational Compliance
- Monitor route efficiency, sales call productivity, outlet coverage, and adherence to planned visit schedules.
- Ensure field sales activities comply with approved operating procedures, credit policies, cash-handling requirements, and reporting standards.
- Identify opportunities to improve route planning, resource utilization, and sales team productivity.
- Monitor adherence to company policies, safety requirements, and applicable local regulations.
- Recommend practical improvements to sales processes and field operations to support sustainable business performance.
Qualifications & Experience
- Diploma or bachelor's degree in Business Administration, Marketing, Sales, or a related field.
- 3–5 years of experience in FMCG sales, field sales, or distribution operations, preferably within the beverages or consumer goods sector.
- At least 1–2 years of experience in a sales supervisory or team leadership role.
- Proven experience in route-to-market execution, retail sales, customer coverage, and merchandising.
- Practical experience managing accounts receivable, credit control, and cash collection in a distribution environment.
- Good understanding of retail channels, sales processes, distribution networks, and market execution.
- Proficiency in Microsoft Office, particularly Excel, and familiarity with ERP or Distribution Management Systems (DMS); SAP experience is an advantage.
- Fluency in Arabic and English, both spoken and written.
- Willingness to work in the field and travel within the assigned territory as required.
Required Skills & Competencies
- Sales Execution: Ability to translate commercial objectives into effective route-level activities and measurable results.
- People Leadership: Strong coaching, team management, and performance development capabilities.
- Commercial Awareness: Understanding of customer needs, market dynamics, product distribution, and competitor activity.
- Analytical Skills: Ability to interpret sales, distribution, collection, and execution reports to identify performance gaps.
- Customer Management: Strong communication, negotiation, and relationship-building skills.
- Accountability: A results-driven mindset with ownership of sales targets, team performance, and operational standards.
- Problem-Solving: Ability to identify issues, prioritize actions, and resolve challenges in a fast-paced field environment.
- Integrity & Compliance: Commitment to accurate reporting, responsible cash handling, and adherence to company policies.
- Planning & Organization: Ability to manage multiple routes, competing priorities, and daily operational requirements effectively.
Key Performance Indicators (KPIs)
- Achievement of volume and value sales targets across assigned routes and territories.
- Customer coverage, outlet visit compliance, and distribution performance.
- Product availability, assortment compliance, and distribution expansion.
- In-store execution, merchandising, product visibility, and promotional compliance.
- Cash collection efficiency and recovery of overdue receivables.
- Compliance with approved credit limits and accounts receivable policies.
- Route productivity and sales call effectiveness.
- Field coaching frequency and improvement in individual and team performance.
- Accuracy and timeliness of daily sales, distribution, and collection reporting.
- Compliance with operational procedures, cash-handling requirements, and company policies.
- Timely resolution of customer issues and implementation of corrective actions.
