Beverages
General Sales Manager
Confidential - Beverages
About the role
Job Description
Sales General Manager – Beverages
Location: Amman, Jordan
Coverage: Jordan nationwide
Department: Sales
Reports to: Chief Executive Officer / Managing Director
Employment Type: Full-time
Industry: Beverages / FMCG
Interested candidates who meet the criteria can apply online or by forwarding their CVs directly to the below email address and put in the subject (GM Sales - Beverages - Jordan):
vacancies@jordan-impact.jo
Position Purpose
The Sales General Manager is responsible for developing and executing the company’s national sales strategy and delivering profitable, sustainable growth across all beverage categories and sales channels in Jordan. The position leads the complete sales organization, including traditional trade, modern trade, wholesale, HoReCa, distributors and other relevant channels. The role is accountable for revenue, volume, market share, gross margin, trade investment, distribution expansion, customer development, forecasting, collections and sales-force effectiveness.
Key Responsibilities
1. Sales Strategy and Business Planning
Develop and implement the national sales strategy in alignment with the company’s business objectives.
Translate annual growth targets into channel, territory, customer and product-level sales plans.
Identify market opportunities, channel gaps, geographic expansion opportunities and potential new revenue streams.
Establish sales priorities, budgets, targets and execution standards.
Provide the CEO and senior management with commercial recommendations supported by market and performance data.
2. Revenue and Profitability Management
Deliver agreed sales revenue, volume, gross-margin and market-share targets.
Monitor product, customer and channel profitability.
Manage pricing execution, discount structures, promotions, rebates and customer agreements within approved authority.
Control trade spending and ensure that commercial investments generate measurable returns.
Take corrective action when sales, margin or collection results fall below plan.
3. Route-to-Market and Distribution
Develop an effective route-to-market model covering all relevant regions and customer segments in Jordan.
Expand numeric and weighted distribution across traditional trade, modern trade, wholesale and HoReCa channels.
Evaluate the effectiveness of direct sales, distributors, sub-distributors and third-party sales arrangements.
Improve outlet coverage, call productivity, strike rates, order values and delivery effectiveness.
Ensure product availability, appropriate assortment and strong in-market execution.
4. Key Account and Channel Management
Build strategic relationships with major retailers, wholesalers, distributors and HoReCa customers.
Lead annual negotiations and oversee customer contracts, commercial terms and joint business plans.
Develop channel-specific strategies, targets, assortments and promotional plans.
Resolve major customer issues while protecting the company’s commercial and financial interests.
Ensure proper management of customer claims, rebates, returns and contractual commitments.
5. Sales Execution and Market Presence
Establish clear standards for product availability, visibility, merchandising and promotional execution.
Conduct regular market visits across Jordan to assess customer relationships, competitor activities and sales-force performance.
Monitor competitors’ pricing, promotions, distribution, product launches and market positioning.
Work with Marketing to improve brand presence, consumer activation and promotional effectiveness.
Ensure the sales organization maintains high standards of professionalism and customer service.
6. Forecasting and Cross-Functional Planning
Lead accurate monthly and annual sales forecasting by product, channel, customer and territory.
Participate actively in sales and operations planning.
Coordinate with Supply Chain, Production and Logistics to maintain product availability and minimize shortages, overstocks and expired inventory.
Communicate changes in demand, customer requirements and market conditions promptly.
Support new-product launches through clear volume estimates, distribution plans and execution targets.
7. Sales Organization Leadership
Lead, coach and develop regional managers, channel managers, key-account managers, supervisors, sales representatives and merchandising teams.
Design an effective sales organization with clear territories, responsibilities and reporting relationships.
Establish individual and team targets supported by structured performance reviews.
Identify capability gaps and implement practical sales-training and development programs.
Build succession plans for critical sales positions.
Promote a culture of accountability, collaboration, integrity and high performance.
8. Sales Analytics and Performance Management
Establish sales dashboards and performance reports covering revenue, volume, margin, distribution, productivity and collections.
Analyze results by SKU, category, customer, channel, territory and salesperson.
Use data to identify performance gaps, root causes and corrective actions.
Ensure sales-management systems, customer records and market information are accurate and current.
Present periodic business reviews to senior management.
9. Credit and Collection Management
Cooperate with Finance to establish appropriate customer credit limits and payment terms.
Monitor receivables, overdue accounts and collection performance.
Ensure the sales team follows approved credit-control procedures.
Intervene in major collection cases and customer-account disputes.
Balance sales growth with responsible credit-risk management.
10. Governance and Compliance
Ensure sales activities comply with company policies, approved pricing, delegation authorities and contractual requirements.
Maintain effective controls over discounts, free goods, promotions, returns, samples and customer claims.
Protect confidential commercial and customer information.
Ensure the sales team follows applicable food-safety, quality, health and safety requirements.
Promote ethical business practices and prevent conflicts of interest or unauthorized commercial commitments.
What you'll bring
Qualifications and Experience
Bachelor’s degree in Business Administration, Marketing, Sales, Economics or a related discipline.
MBA or relevant postgraduate qualification is an advantage.
Minimum 12–15 years of progressive sales experience, preferably within beverages or FMCG.
At least 5 years in a senior sales leadership role, such as Sales Director, Head of Sales or General Sales Manager.
Strong beverage-industry experience is highly preferred.
Demonstrated experience managing nationwide sales operations and multiple sales channels.
Strong knowledge of Jordan’s traditional trade, modern trade, wholesale and HoReCa markets.
Proven record of delivering revenue growth, distribution expansion and profitability improvement.
Experience managing large sales teams, distributors and key customer relationships.
Practical knowledge of pricing, promotions, trade investment, forecasting, credit control and route-to-market development.
Proficiency in Excel, ERP systems, CRM platforms and sales-performance dashboards.
Full professional proficiency in Arabic and English.
Willingness to travel regularly throughout Jordan.
Required Competencies
Strategic and commercial thinking.
Strong leadership and people-development capability.
Customer and channel management.
Negotiation and relationship management.
Financial and business acumen.
Sales analytics and data-based decision-making.
Route-to-market expertise.
Results orientation and accountability.
Planning, forecasting and execution discipline.
Communication and presentation skills.
Problem-solving and sound judgment.
Integrity and professional credibility.
Key Performance Indicators
Net sales revenue and volume achievement.
Gross-margin contribution.
Market-share growth.
Numeric and weighted distribution.
Active customer and outlet coverage.
New-customer acquisition.
Sales by channel, territory and product category.
Key-account performance.
Forecast accuracy.
Trade-spend effectiveness.
Sales-force productivity.
Customer-service level and product availability.
Receivables and overdue-account performance.
Promotion execution and return on investment.
Team performance, capability development and employee retention.
Ideal Candidate Profile
The preferred candidate will be an accomplished beverage or FMCG sales leader with deep knowledge of the Jordanian market. The individual should combine strategic commercial leadership with a strong field orientation and demonstrate the ability to build distribution, strengthen key accounts, improve sales-force productivity and deliver profitable growth through disciplined execution.