The Sales Manager will be responsible for driving profitable sales growth, strengthening market coverage and leading the sales organization to consistently achieve and exceed commercial objectives. The role will translate the company's commercial strategy into actionable sales plans, ensuring strong execution across channels, territories, customers and product categories. The Sales Manager will be expected to combine strategic commercial thinking with strong field execution, developing the sales team, expanding customer relationships, improving distribution and ensuring maximum visibility and availability of Richa Group International's portfolio in the market.

Key Accountabilities

1. Sales Strategy & Business Growth

Develop and execute the annual and monthly sales strategy in line with the company's overall business objectives. Translate company targets into clear sales objectives by territory, channel, customer, salesperson and product category. Identify opportunities for revenue growth, market penetration, customer acquisition and portfolio expansion. Monitor market trends, competitor activity, pricing movements and customer needs to identify commercial opportunities and risks. Develop action plans to close performance gaps and accelerate growth. Ensure profitable growth while maintaining appropriate pricing, margins and commercial discipline.

2. Sales Team Leadership

Lead, coach and develop the sales team to deliver consistent commercial performance. Establish clear individual and team KPIs, targets and performance expectations. Conduct regular performance reviews and provide constructive coaching and feedback. Monitor field activity, customer visits, sales productivity and territory coverage. Identify capability gaps and implement appropriate training and development initiatives. Build a high-performance culture based on accountability, ownership, customer focus and results.

3. Distribution & Route-to-Market Excellence

Ensure effective market coverage across Lebanon and maximize product availability at point of sale. Strengthen distribution across supermarkets, groceries, restaurants, specialty retailers and other relevant channels. Optimize territory allocation, customer segmentation and sales routes. Identify white spaces and underpenetrated territories or customer segments. Ensure sales representatives execute agreed distribution, merchandising and visibility standards. Work closely with Operations and Logistics to ensure product availability and timely customer fulfillment.

4. Key Account & Customer Management

Develop and maintain strong relationships with strategic customers and key accounts. Lead commercial negotiations within approved company guidelines. Develop account plans for high-value customers and strategic accounts. Identify opportunities for increased listings, range expansion, promotions and cross-selling. Monitor customer satisfaction, service levels and commercial performance. Resolve escalated customer issues promptly and professionally.

5. Portfolio & Brand Development

Drive sales performance across Richa Group International's product portfolio, including cheese, pasta, rice, sauces and related categories. Ensure sales teams have strong product knowledge and can effectively communicate product value propositions. Identify opportunities to introduce new products and strengthen existing brands in the market. Work closely with Marketing to develop effective trade activation, promotions and in-market initiatives. Monitor product performance by SKU, customer and channel and recommend corrective actions where required.

6. Sales Planning, Forecasting & Reporting

Prepare accurate sales forecasts and rolling business projections. Monitor actual performance against budget and sales targets. Analyze sales performance by customer, territory, salesperson, SKU and channel. Provide management with regular sales reports, insights and recommendations. Establish a disciplined sales reporting framework based on accurate and timely data. Use sales analytics to identify trends, opportunities and performance gaps.

7. Commercial Excellence

Monitor pricing, discounts, promotions and commercial terms to ensure alignment with company policies. Support margin improvement initiatives and minimize unnecessary commercial leakage. Monitor customer credit exposure and coordinate with Finance regarding overdue accounts. Ensure sales policies, approval procedures and reporting standards are consistently followed. Recommend improvements to sales processes, systems and controls.

8. Cross-Functional Collaboration

Work closely with Operations, Supply Chain, Warehouse, Finance, Marketing and HR to ensure seamless commercial execution. Coordinate sales forecasts with inventory and supply planning. Communicate market intelligence and customer requirements internally.