Sales & Brand Manager

Role overview

Based in Dubai, UAE and reporting to the General Manager, this opportunity is for a commercially focused Sales & Brand Manager to accelerate the growth of a portfolio of FMCG brands across the UAE and the wider GCC. The role combines sales leadership, brand development, customer management, and channel expansion across retail and e-commerce.

The position calls for a practical, hands-on professional with strong FMCG expertise, a solid background in distribution-led businesses, and the ability to partner effectively with brand owners and retail accounts to deliver long-term growth.

Sales and commercial leadership

• Create and implement sales plans that deliver revenue, distribution, and profitability goals.
• Maintain and grow relationships with key retailers, distributors, wholesalers, and online commerce partners.
• Handle commercial negotiations covering listings, promotions, trading terms, and related agreements.
• Spot and convert new business opportunities to increase market coverage and distribution reach.
• Track sales results and take corrective action where performance falls short.
• Produce reliable sales forecasts and share market intelligence.

Brand management

• Build yearly brand plans together with the brand principals.
• Oversee launches, promotional activity, sampling plans, and consumer-facing activations.
• Protect brand positioning, key messages, and visual consistency across every channel.
• Coordinate with marketing teams and external agencies to strengthen awareness and engagement.
• Keep a close watch on competitors and market developments to uncover new growth paths.

Distribution and route-to-market

• Expand distribution across modern trade, pharmacy, specialty retail, and e-commerce channels.
• Partner with supply chain and operations teams to maintain healthy stock levels and inventory control.
• Review product performance by channel and by customer segment.
• Design improvements that enhance availability, visibility, and sell-through.

Trade marketing and customer management

• Develop strong working relationships with category managers, buyers, and other key stakeholders.
• Plan trade marketing activity that delivers measurable returns.
• Coordinate promotional calendars and in-store activation programmes.
• Assess investment opportunities and recommend actions that make commercial sense.

Reporting and analysis

• Prepare recurring sales and performance reports.
• Interpret sales data, market patterns, and customer results to guide decisions.
• Manage budgets and monitor promotional expenditure.
• Present business reviews and growth plans to management and brand partners.

Experience and technical fit

This role requires at least 5 years of experience in FMCG sales, brand management, or other commercial positions. Candidates should have direct experience in a distribution environment, a strong grasp of the UAE and GCC retail landscape, and a track record of growing FMCG brands and sales performance.

Prior exposure to customer negotiations and account management is important, along with strong analytical ability, financial awareness, and confident communication and presentation skills. Proficiency in Microsoft Excel, PowerPoint, and sales reporting tools is also expected.

Preferred background

Added advantage will be given to candidates who have worked with major UAE retail chains such as Carrefour, Lulu, Spinneys, and Choithrams, as well as e-commerce platforms including Noon, Deliveroo, and Talabat. Experience in infant nutrition, food, beverage, health, wellness, or broader consumer goods categories is also desirable. An established network across retail and distribution within the GCC will be considered beneficial.

A bachelor’s degree in Business, Marketing, Sales, or a related discipline is preferred.

Personal attributes

• Entrepreneurial mindset with strong commercial awareness.
• Driven by results and accountability.
• Well-organized and able to juggle several priorities at once.
• Skilled at building relationships and negotiating effectively.
• Proactive, flexible, and comfortable in a fast-moving environment.
• Passionate about developing brands and delivering strong outcomes.

Key performance indicators

• Growth in revenue and profit.
• Increase in distribution coverage.
• Acquisition of new customers.
• Winning retail listings.
• Improvement in brand awareness and activation results.
• Return on trade marketing spend.
• Accuracy of forecasting.
• Customer satisfaction and retention.