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.
