Regional Sales Manager - Egypt (Multiple Locations)

Job Title: Regional / National Sales ManagerReports To: Country ManagerBusiness Unit: As assigned (CME / IBU / Iraq / NEA)Function: Commercial – SalesGrade / Level: Middle to Senior Commercial ManagementLocation: Cairo, EgyptPurpose of the JobThe 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 channels.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 impact.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 landscape.Operating ContextThe Regional / National Sales Manager operates in a field-intensive FMCG environment typically characterised by:Multi-channel trade execution across Traditional Trade (TT), Modern Trade (MT), and HORECAHigh distributor dependence requiring close daily governance and performance managementWide geographic coverage with varying outlet density, infrastructure quality, and accessibilityIntense competition requiring disciplined shelf presence, pricing compliance, and promotional executionA diverse field team requiring consistent coaching, motivation, and performance managementData-driven execution standards including Perfect Store, OSA, and distribution KPIsThe 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 Responsibilities1. Sales Execution & Volume DeliveryDeliver regional / national volume, NSR, and distribution targets in line with the country commercial 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 actions swiftly.Ensure consistent execution of promotional activities, pricing compliance, and product availability across all outlets.Report performance, risks, and opportunities to the Country Manager with clear action plans.2. Route-to-Market & Distributor ManagementManage day-to-day distributor operations – ensuring routes are covered, targets are met, and execution standards 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 capability development.Identify route coverage gaps and work with distributors to expand numeric distribution and outlet universe.3. Distribution & Coverage ExpansionDrive 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 highest-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 Investment ExecutionEnsure 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 terms in the territory.Execute trade promotional programs accurately and on time – tracking spend, compliance, and return.Flag pricing risks, trade spend inefficiencies, and customer deductions to the Country Manager promptly.Ensure all trade investment is deployed in line with Country Manager approvals and ACCBC guidelines.5. In-Store Execution & Merchandising StandardsEnsure Perfect Store standards are achieved and maintained across A and B priority outlets 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 field 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 to the Country Manager.8. Analytics, Reporting & Digital ExecutionTrack and report daily, weekly, and monthly sales KPIs through established dashboards and reporting tools.Use distributor sell-out data, Nielsen / IRI, and field reports to generate insights and identify performance gaps.Ensure field teams use digital sales tools, mobile reporting applications, and CRM systems accurately.Provide the Country Manager with regular, fact-based performance updates and risk assessments.Use data to prioritise territory coverage, outlet investment, and field team deployment effectively.9. People Leadership & Team DevelopmentLead, coach, and motivate a team of Area Sales Managers and / or sales representatives across the territory.Set clear individual KPIs, call plans, and performance targets for each team member.Conduct regular field accompaniments, performance reviews, and capability coaching sessions.Build a high-performance team culture – fostering accountability, energy, customer focus, and commercial discipline.Identify talent, support succession planning, and escalate capability needs to the Country Manager.Key Performance Indicators (KPIs)Financial & VolumeVolume (cases) vs plan – by channel and total territoryDistribution & CoverageNumeric distribution % by priority brand and packWeighted distribution in A-priority outletsOutlet universe expansion (new outlets added)New product listing rate within first 4 weeks of launchDistributor & Route PerformanceDistributor sell-out vs targetRoute productivity metrics (calls per day, strike rate)Distributor stock health (days of cover, no stockouts)Distributor performance scorecard resultsPeople & TeamTeam performance vs individual KPIsField coaching sessions completed per monthSales force attrition rateCapability development completion rateRequirementsExperience3–5 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 targets through distributor-led RTM modelsDemonstrated experience managing field sales teams across multi-channel trade environmentsHands-on experience in execution management – Perfect Store, OSA, planogram compliance, and trade activationExperience in GCC, MENA, or similar emerging / frontier market environments preferredQualificationsBachelor’s degree in Business Administration, Marketing, or a related fieldProfessional sales or commercial management certification preferredKnowledge & SkillsStrong knowledge of FMCG route-to-market, distributor management, and field sales executionSolid commercial understanding – pricing compliance, trade investment deployment, and revenue contributionProficiency in sales reporting tools, mobile CRM applications, and performance dashboardsStrong people leadership skills – coaching, motivating, and developing diverse field teamsAbility to analyse sell-out data, distribution reports, and execution scores to drive decisionsStrong organisational skills with the ability to manage wide geographic territories effectivelyFluency in English and local market language(s) as required