Sales Manager / Assistant Sales Manager, Middle East & Africa (MEA) (3W6YY58W)

Role Overview

We are seeking a commercially driven and entrepreneurial Sales Manager / Assistant Sales Manager, Middle East & Africa (MEA) to drive international sales growth, distributor development, channel expansion, market penetration, and brand building across key export markets.

The selected candidate will be responsible for developing business across the Middle East and African markets, managing distributor relationships, identifying new territories, building strong customer pipelines, and executing route to market strategies for branded food and beverage products. This role requires strong export sales experience, distributor management expertise, international market exposure, and the ability to develop long term commercial partnerships.

Key Responsibilities

Sales and Business Development

• Drive business growth and achieve revenue targets across assigned MEA markets.
• Identify, develop, negotiate, and manage strategic distribution partnerships.
• Lead market entry initiatives for new territories and strengthen existing market presence.
• Develop annual sales and marketing plans aligned with company growth objectives.
• Build a strong customer pipeline and secure long term commercial partnerships.
• Negotiate commercial agreements, pricing structures, promotional programmes, and business terms.

Market Mapping and Market Entry Strategy

• Conduct detailed market mapping and opportunity assessments for target countries.
• Recommend market prioritization and expansion roadmaps based on business potential.
• Analyze competitor activity, pricing benchmarks, consumption trends, and route to market structures.
• Develop go to market strategies tailored to each territory.
• Identify long term growth opportunities and evaluate commercial returns.
• Analyze secondary channel opportunities through high potential distributors, including retail chains, wholesalers, and food service channels.

Distributor and Channel Management

• Manage and strengthen relationships with distributors, importers, and key channel partners.
• Monitor distributor performance against agreed KPIs and growth targets.
• Develop country specific trade marketing strategies and ensure effective channel execution.
• Oversee advertising and promotional activities in partnership with distributors.
• Support channel penetration and brand visibility initiatives across assigned markets.
• Monitor distributor inventory, shelf off take, slow moving products, and promotional activations through regular reviews

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Brand Development and Strategic Growth

• Drive long term brand building efforts across international markets.
• Support structured global positioning through planned visibility campaigns.
• Identify white space opportunities for portfolio expansion.
• Recommend new product opportunities based on regional consumer preferences.
• Contribute to long term global expansion strategies focused on brand equity and customer centric activations.

Candidate Profile

• Bachelor's degree in Business Management, Marketing, International Business, Sales, or a related discipline.
• MBA or relevant professional qualification will be an added advantage.
• Minimum 5 to 8 years of relevant experience in the tea, food and beverage, FMCG, export sales, or international business sector.
• Proven experience in a managerial or assistant managerial role in international sales, export sales, or business development.
• Strong exposure to branded product distribution and channel management.
• Demonstrated experience across Middle East and/or African markets is essential.
• Experience in tea, beverages, food, or premium FMCG brands will be strongly preferred.
• Strong distributor management, negotiation, and commercial planning skills.
• Good understanding of regional trade dynamics, route to market strategies, and channel development.
• Strong command of English, both written and spoken.
• Arabic language proficiency will be a significant advantage.
• Additional regional language capability will be beneficial.
• Willingness to travel extensively across assigned international markets.
• Strong analytical, communication, presentation, and stakeholder management skills.
• Entrepreneurial mindset with the ability to identify opportunities and drive sustainable business growth.