Regional Sales Manager at Aujan Coca-Cola Beverages Company (ACCBC) | Take-Off Egypt

Job Title: Regional / National Sales Manager

Reports To: Country Manager

Business Unit: As assigned (CME / IBU / Iraq / NEA)

Function: Commercial – Sales

Grade / Level: Middle to Senior Commercial Management

Location: Cairo, Egypt

Purpose of the J

ob
The Regional / National Sales Manager is responsible for driving sales execution, distributor performance, and route-to-market effectiveness across an assigned region or territory within the country. Reporting to the Country Manager, the role translates country-level commercial plans into disciplined field execution – delivering volume growth, distribution targets, and customer service standards across all trade channe

ls.
The role manages a team of Area Sales Managers and / or sales representatives, oversees distributor day-to-day operations, and ensures that ACCBC’s brands are available, visible, and competitively positioned at the point of sale. The Regional / National Sales Manager is the key link between strategic commercial plans and frontline execution, ensuring that plans are activated with consistency, speed, and measurable commercial imp

act.
Success in this role requires strong leadership of field teams, hands-on distributor management, and a disciplined focus on execution quality, coverage expansion, and in-store standards across a diverse and competitive trade lands

cape.
Operating

Context
The Regional / National Sales Manager operates in a field-intensive FMCG environment typically character

• ised by:
  Multi-channel trade execution across Traditional Trade (TT), Modern Trade (MT), a
• nd HORECAHigh distributor dependence requiring close daily governance and performance m
• anagementWide geographic coverage with varying outlet density, infrastructure quality, and acce
• ssibilityIntense competition requiring disciplined shelf presence, pricing compliance, and promotional
• executionA diverse field team requiring consistent coaching, motivation, and performance m
• anagementData-driven execution standards including Perfect Store, OSA, and distribu

tion KPIs
The role demands strong organisational skills, commercial discipline, and the ability to manage multiple priorities simultaneously while maintaining high execution standards across a broad

territory.
Key Roles and Resp

onsibilities
1. Sales Execution & Vo

• lume Delivery
  Deliver regional / national volume, NSR, and distribution targets in line with the country co
• mmercial plan.Execute the monthly and quarterly sales plan across all channels and geographies within
• the territory.Monitor daily and weekly sales performance against targets – identifying gaps and driving corrective ac
• tions swiftly.Ensure consistent execution of promotional activities, pricing compliance, and product availability acros
• s all outlets.Report performance, risks, and opportunities to the Country Manager with clear

action plans.
2. Route-to-Market & Distrib

• utor Management
  Manage day-to-day distributor operations – ensuring routes are covered, targets are met, and execution stan
• dards are upheldMonitor distributor sell-out, stock levels, route productivity, and coverage performance on
• a weekly basis.Conduct structured distributor performance reviews and implement corrective action plans
• where required.Support the Country Manager in distributor KPI-setting, incentive tracking, and capabil
• ity development.Identify route coverage gaps and work with distributors to expand numeric distribution and

outlet universe.
3. Distribution & C

• overage Expansion
  Drive numeric and weighted distribution growth across priority brands and pack formats
• in the territory.Classify and prioritise the outlet universe – ensuring focus and resources are directed to high
• est-value outlets.Expand coverage into underpenetrated channels, geographies,
• and outlet types.Track distribution performance at SKU and brand level – escalating gaps to Country Manager for
• resource support.Ensure new product launches and innovations are listed and activated across priority

outlets promptly.
4. Pricing & Trade I

• nvestment Execution
  Ensure pricing compliance within approved corridors across all channels and outlet
• types in the region.Monitor and report on competitor pricing activity, promotional intensity, and trade ter
• ms in the territory.Execute trade promotional programs accurately and on time – tracking spend, com
• pliance, and return.Flag pricing risks, trade spend inefficiencies, and customer deductions to the Count
• ry Manager promptly.Ensure all trade investment is deployed in line with Country Manager approvals a

nd ACCBC guidelines.
5. In-Store Execution & Me

• rchandising Standards
  Ensure Perfect Store standards are achieved and maintained across A and B priority out
• lets in the territory.Drive on-shelf availability (OSA), correct shelf positioning, secondary placements
• , and POSM compliance.Conduct regular trade visits to audit execution quality and coach fie
• ld teams on standards.Implement planogram compliance and brand visibility guidelines across
• MT and key TT outlets.Track and report execution scores, shelf share, and activation compliance t

o the Country Manager.
8. Analytics, Reporting

• & Digital Execution
  Track and report daily, weekly, and monthly sales KPIs through established dashbo
• ards and reporting tools.Use distributor sell-out data, Nielsen / IRI, and field reports to generate insights and i
• dentify performance gaps.Ensure field teams use digital sales tools, mobile reporting applications, an
• d CRM systems accurately.Provide the Country Manager with regular, fact-based performance upda
• tes and risk assessments.Use data to prioritise territory coverage, outlet investment, and field tea

m deployment effectively.
9. People Leaders

• hip & Team Development
  Lead, coach, and motivate a team of Area Sales Managers and / or sales representa
• tives across the territory.Set clear individual KPIs, call plans, and performance ta
• rgets for each team member.Conduct regular field accompaniments, performance reviews, and ca
• pability coaching sessions.Build a high-performance team culture – fostering accountability, energy, customer focus,
• and commercial discipline.Identify talent, support succession planning, and escalate capability ne

eds to the Country Manager.
Key

Performance Indicators

• (KPIs)
  Financial & Volume
  Volume (cases) vs plan –

by channel and total terri

• tory
  Distribution & Coverage
  Numeric distribu
• tion % by priority brand and packWeighted d
• istribution in A-priority outletsOutlet unive
• rse expansion (new outlets added)New product listing ra

te within first 4 weeks of launch
D

• istributor & Route Perform
• ance
  Distributor sell-out vs targetRoute productivity m
• etrics (calls per day, strike rate)Distributor stock h
• ealth (days of cover, no stockouts)Distri

butor performance

• scorecard results
  People & Tea
• m
  Team performance vs individual KPIsField
• coaching sessions complete
• d per monthSales force attrition rateC

apability de

velopment

• completion rate
  Requirements
  Experience
  3–5 years of progressive FMCG sales experience, with at least 3 years in
• a regional or area sales management roleProven track record of delivering volume and distribution t
• argets through distributor-led RTM modelsDemonstrated experience managing field sales team
• s across multi-channel trade environmentsHands-on experience in execution management – Perfect Store, OSA, p
• lanogram compliance, and trade activationExperience in GCC, MENA, or similar emerging

/ frontier ma

• rket environments preferred
  Qualifications
  Bachelor’s degree in Business Ad
• ministration, Marketing, or a related fieldProfessional sales or co

mmercial management ce

• rtification preferred
  Knowledge & Skills
  Strong knowledge of FMCG route-to-market, dist
• ributor management, and field sales executionSolid commercial understanding – pricing compliance, trade in
• vestment deployment, and revenue contributionProficiency in sales reporting tools, mobile
• CRM applications, and performance dashboardsStrong people leadership skills – coaching, m
• otivating, and developing diverse field teamsAbility to analyse sell-out data, distribution rep
• orts, and execution scores to drive decisionsStrong organisational skills with the ability to m
• anage wide geographic territories effectivelyFluency in Eng

lish and local market language(s) as required