Sales Manager – Food and Beverage Industry

Role Purpose

The Sales Manager is responsible for driving overall revenue growth, market expansion, and sales excellence for a fresh food ingredients factory in Riyadh. This role leads the regional sales teams, defines sales strategy, builds key customer relationships, and ensures disciplined execution across B2B channels including HORECA, catering, institutional clients, and food processors.

The Sales Manager owns sales performance, develops people capability, and works cross\-functionally to deliver consistent service, profitability, and customer satisfaction.

Core Responsibilities

1.     Sales Leadership & Strategy

Define and execute the overall sales strategy aligned with company growth objectives.

Translate annual targets into actionable regional and team\-level plans.

Drive volume growth while maintaining pricing discipline and margin control.

Lead market expansion initiatives and new customer acquisition.

2.     Team Management & Capability Building

Lead, coach, and develop Area Sales Managers and Sales Representatives.

Establish clear KPIs and accountability across the sales organization.

Conduct performance reviews, field coaching, and talent development.

Build a strong sales culture focused on ownership, execution, and results.

3.     Key Account & Customer Relationship Management

Manage strategic B2B accounts and senior customer relationships.

Ensure long\-term partnerships through consistent quality, service reliability, and issue resolution.

Act as escalation point for major customer concerns.

4.     Commercial & Operational Alignment

Work closely with Operations, Procurement, Production, Finance, and Logistics to ensure smooth order fulfillment and minimal wastage.

Oversee sales forecasting, collections, credit adherence, and reporting accuracy.

Support system adoption (ERP, ordering platforms, reporting tools).

5.     Market Intelligence & Business Development

Monitor competitor activity, pricing trends, and customer behavior.

Identify opportunities for new product launches, pack size optimization, and value\-added fresh produce solutions.

Provide structured market feedback to leadership.

6.     Reporting & Performance Management

Prepare and present sales forecasts, pipeline updates, and performance reviews.

Track key metrics including revenue, volume, customer acquisition, retention, and team productivity.

Drive continuous improvement in sales processes.

Requirements

Required Competencies

Experience

Minimum 7–10 years of B2B sales experience, preferably in fresh produce, FMCG, or food service.

Proven track record in managing multi\-level sales teams.

Experience selling to HORECA, catering, institutional, or food processing customers preferred.

Skills & Capabilities

Strong commercial and analytical mindset.

Strategic planning and execution capability.

Excellent leadership and people management skills.

Strong negotiation and key account management experience.

Clear communication and stakeholder management ability.

Comfortable operating in high\-frequency, fast\-moving sales environments.

Education

Preferably a Management Graduate or equivalent commercial qualification.

Success Measures

Revenue and volume achievement

Market expansion and new customer acquisition

Customer retention and satisfaction

Sales team productivity and performance

Collection efficiency and credit compliance Margin improvement and waste reduction