Sales Supervisor - Traditional Trade (Behera Governance)

Job Title: Sales Supervisor - Traditional Trade (Behera Governance)

Reports To: Sales Manager

Business Unit: ACCBC – Egypt

Function: Sales & Commercial

Location: Behera Governance, Egypt

Grade: TBC

Job Purpose

To achieve monthly volume, value, and profitability targets across the assigned Traditional Trade territory in Egypt by building strong relationships with distributors, wholesalers, and retailers, executing commercial plans and promotional activities, leading a team of Pre-Sellers and Merchandisers, managing territory performance metrics, and ensuring full compliance with ACCBC credit, collection, and commercial policies.

Operating Context

• The role operates within the Traditional Trade channel in Egypt, covering distributors, wholesalers, groceries, independent retailers, and other traditional trade outlets – a highly fragmented, field-driven environment where commercial relationships are managed through distributors, customers, and regular market execution.
• Egypt's Traditional Trade landscape is characterised by a large and diverse customer base, high distribution complexity, frequent market visits, and strong focus on availability, visibility, pricing, and execution.
• The role reports to the Traditional Trade Sales Manager and directly leads a team of Pre-Sellers and Merchandisers across the assigned territory.

Key Roles and Responsibilities

A. Customer & Territory Management

• Ensure the effective execution of commercial plans, customer agreements, promotions, and agreed trade terms across all assigned distributors, wholesalers, and traditional trade customers.
• Conduct regular business reviews with key distributors and customers to align on volume achievement, distribution, service levels, and growth opportunities.
• Act as the primary point of contact for assigned customers, managing conflicts, handling daily operational escalations, and identifying opportunities to expand distribution and sales.
• Monitor customer performance, trade investments, and commercial claims, ensuring accurate execution and zero unapproved deductions or financial claims.

B. Commercial Execution & Distribution

• Ensure maximum distribution and availability of the Core Range across assigned territory and immediate availability of new product launches (NPDs).
• Drive execution of agreed visibility standards, including displays, POSM, secondary placements, and in-store visibility, in coordination with the merchandising team.
• Plan, execute, and evaluate promotional calendars, tailored offers, and seasonal activations across assigned customers and territories.
• Monitor market pricing and ensure compliance with agreed pricing and commercial guidelines.

C. Field Operations & Merchandising Management

• Supervise and align with the field sales and merchandising teams or agency to ensure strong execution, stock availability, FEFO, and minimum out-of-stock (OOS) situations across the assigned territory.
• Conduct regular field visits to distributors, wholesalers, and traditional trade outlets to audit execution, distribution, pricing, stock availability, visibility, and competitor activity.
• Collaborate with demand planning, logistics, and distribution teams to ensure optimal order fulfilment and product availability while minimising returns and stock rejections.
• Monitor route and outlet coverage to ensure effective territory coverage and productivity of the sales team.

D. Reporting, Financials & Compliance

• Analyse and report daily and weekly sales achievements, distribution, market execution, and customer aging status to the Traditional Trade Sales Manager.
• Own payment collections and aging statements (SOA) for assigned customers to ensure all accounts pay within their agreed credit days – taking immediate corrective measures if credit blocks occur.
• Ensure compliance with ACCBC credit, collection, pricing, commercial, and customer management policies.

E. Team Leadership & Management

• Lead, coach, and motivate the team of Traditional Trade Pre-Sellers and Merchandisers, setting clear performance expectations and supporting individual development.
• Monitor team productivity, outlet coverage, distribution, sales achievement, and execution standards.
• Handle team grievances and apply disciplinary measures strictly in line with ACCBC HR Policy and Egyptian Labour Law.

Key Performance Indicators

Financial & Sales Performance

• Monthly and quarterly volume and value targets achieved vs. plan
• Gross Margin and Trade Spend Efficiency (ROI) within approved budget thresholds
• Customer profitability and trade investment efficiency
• Zero outstanding or unreconciled debit notes or deductions

Territory & Market Execution

• Numeric and weighted distribution achievement across assigned territory
• Core Range availability and distribution across assigned outlets
• Outlet coverage and route adherence %
• Out-of-stock (OOS) levels
• Visibility and execution compliance vs. agreed standards
• Market share and competitive activity monitoring

Collection & Compliance

• Days Sales Outstanding (DSO) matching agreed credit terms
• 100% on-time submission of monthly reconciled Statements of Account (SOA)
• 100% compliance with corporate commercial, credit, collection, and pricing policies

Required Experience and Qualifications

Minimum Qualifications

• Bachelor's degree in Commerce, Business Administration, or a related field.
• Excellent written and verbal English skills are mandatory – required for corporate emails and business review presentations.

Minimum Experience

• Minimum 5 years of sales experience in FMCG, with at least 2 years specifically handling Traditional Trade, General Trade, distributors, wholesalers, or field sales in Egypt.

Knowledge and Skills

• Strong understanding of Traditional Trade route-to-market, distribution, and field sales operations.
• Good understanding of commercial financials, trade spend, margins, and customer profitability.
• Strong negotiation and relationship management skills with distributors, wholesalers, and traditional trade customers.
• Proficiency in MS Excel and PowerPoint.
• Strong analytical, communication, and presentation skills.
• Strong field leadership and team management capabilities.