Job Description
Our client:
A well-respected and established food business with a strong presence across the Kingdom. The organization operates a large-scale, direct distribution model where execution discipline, collections control and field productivity are critical to sustained growth.
Your Role:
You are accountable for leading a kingdom-wide direct distribution network, with full ownership of van sales operations, key account development, customer collections and field execution across General Trade, B2B and HORECA channels.
This role carries end-to-end responsibility for topline and net revenue delivery, collections discipline, cost-to-serve optimization and field sales productivity across 8 regions. It demands a hands-on sales leader who thrives in execution, owns the daily operating rhythm, and integrates sales closely with finance, logistics and planning functions.
Sales Leadership & Execution
- Translate business targets into region-wise sales operating plans and execution roadmaps.
- Drive daily discipline across van sales operations, coverage, customer service and order capture.
- Own monthly revenue, volume and gross margin delivery at national level.
Customer Management & Market Expansion
- Lead customer relationship management across GT, wholesale, B2B and semi-institutional segments.
- Identify high-potential territories and open new customer clusters to drive market expansion.
- Increase numeric and weighted distribution across all regions.
Collections & Credit Governance
- Own national collections performance, overdue reduction and DSO improvement.
- Set and enforce credit limits; align incentives to collections and co-own receivables with Finance.
- Review aging weekly with regional teams and intervene in high-risk accounts.
Route-to-Market & Field Efficiency
- Optimize van route economics, frequency, order size and drop productivity.
- Design and deploy route plans, KPIs and coverage norms by region.
- Partner with logistics to ensure OTIF (On-Time In-Full) delivery performance.
Sales Capability & Team Performance
- Lead, coach and performance-manage 8 Regional Sales Managers and their field teams.
- Implement field scorecards covering volume, revenue, collections, coverage and productivity.
- Run monthly regional reviews and intervene decisively in underperforming geographies.
Reporting, BI & Insights
- Own daily, weekly and monthly sales reporting cadence using CRM and BI tools.
- Track productivity per van, revenue per call, order-to-invoice gaps and credit exposure.
- Present national business reviews to senior management with clear action plans.
Must-Have
- 15+ years’ experience in direct sales and distribution within KSA, including a minimum of 5 years in a national or regional leadership role.
- Proven leadership in van sales-led, high-volume GT operations with large and fragmented customer bases.
- Hands-on experience driving collections performance, reducing overdues and enforcing credit discipline.
- Strong background managing complex territories and geographically dispersed teams.
- Highly execution-driven, with a strong field orientation and ownership of daily operating rhythm.
- Commercially accountable, with a clear understanding of revenue, margin and receivables interdependence.
- Data-literate, able to run performance reviews using dashboards, scorecards and analytics.
- Influential leader, capable of aligning cross-functional teams across sales, finance, logistics and planning.
- Grounded leadership style, with credibility and respect at frontline level.
- Experience with CRM and field sales automation platforms; ERP exposure (SAP/Oracle) preferred.
- Strong working knowledge of Excel, Power BI and sales analytics tools.
- Fluent in English; Arabic preferred.
- Willingness to travel extensively across KSA regions.
Next Steps
Upload your resume via our ATS platform and ensure all form details are complete. Shortlisted candidates will be contacted within 5–7 working days for a more detailed discussion about the role. Please note, due to high application volumes, we will only respond to shortlisted profiles.