Area Sales Manager

Description:

Al Shalal – Source of Life is seeking a highly motivated and results-driven Area Sales Manager to oversee and expand its sales operations across B2B, B2C, and HoReCa segments in the UAE. This role is focused on driving revenue growth, strengthening customer relationships, and leading a high-performing sales and distribution team.

The selected candidate will be responsible for managing sales performance across 5-gallon and PET bottled water products while ensuring strong market penetration and customer retention. The role requires strong leadership skills, commercial awareness, and the ability to develop strategic sales initiatives aligned with business goals.

This is an excellent opportunity for an experienced sales professional to take ownership of a key regional market and contribute directly to business expansion and operational success.

Key Responsibilities:

• Achieve monthly and annual sales targets for 5-gallon and PET bottled water products

• Develop new business opportunities and onboard high-value corporate, retail, and HoReCa clients

• Lead, coach, and manage a team of supervisors, sales executives, and delivery drivers

• Drive customer retention through digital wallet usage and promotional coupon adoption

• Monitor market trends, competitor activity, and identify new growth opportunities

• Ensure timely payment collections and maintain effective credit control processes

• Build strong relationships with key customers and business partners

• Oversee daily sales operations across assigned territories

Key Performance Indicators (KPIs):

• Growth in active 5-gallon customer base

• Revenue performance per delivery route/vehicle

• Customer retention and churn reduction rates

• Accuracy and timeliness of payment collections

Requirements:

• Bachelor’s degree in Business, Marketing, or related field

• 5–8 years of FMCG sales experience, preferably in the food & beverage sector

• 2–3 years of proven leadership experience in the UAE market

• Strong knowledge of UAE geography including Dubai, Sharjah, and Northern Emirates

• Proficiency in CRM systems and Microsoft Excel

• Valid UAE driving license is required

• Strong communication skills in English; Arabic, Hindi, or Urdu is an advantage

• Strong knowledge of:

• FMCG sales strategies and distribution networks

• Team leadership and performance management

• Customer retention and sales growth strategies

• Credit control and collections processes