Sales Manager (Modern Trade – Head Office)
About this role
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.