Branch Sales Manager, Wholesales | alfanar Electric

Job Purpose

Lead and manage all branch commercial and operational activities to achieve sustainable business growth, customer satisfaction and operational excellence. The Branch Manager is accountable for leading the branch team, driving sales performance, developing customer relationships, executing company strategy, and ensuring full compliance with corporate policies and governance. In effect, the role carries end-to-end business ownership of the branch.

Functional Responsibilities

Leadership & People Management

• Lead, coach, and develop the branch team to achieve business objectives and maintain a high-performance culture.
• Directly manage Sales Specialists, Key Account Managers, and the Sales Support team.
• Set individual performance objectives, conduct performance reviews, and establish development plans.
• Conduct joint customer visits and provide on-the-job coaching to the sales team.
• Allocate responsibilities and resources to improve productivity and operational efficiency.
• Promote employee engagement, accountability, collaboration, customer focus, and ethical conduct.

Commercial Leadership

• Manage the branch’s commercial performance, including sales, collections, product mix, and market share.
• Develop and monitor the branch business plan and annual, quarterly, and monthly sales plans in alignment with corporate objectives.
• Drive revenue growth through the development of existing customers and acquisition of new accounts.
• Lead the implementation of sales campaigns, strategic programs, and relevant corporate initiatives.
• Drive market penetration across the assigned territory.
• Analyze competitor activity, market developments, and business trends and recommend appropriate commercial actions.

Customer Relationship Management

• Establish and maintain strategic relationships with key distributors, customers, and decision-makers.
• Conduct regular business reviews with strategic customers and track agreed targets, OKRs, and performance objectives.
• Lead negotiations for major commercial agreements.
• Maintain customer satisfaction and loyalty through timely issue resolution, value-added solutions, and consistent service standards.
• Manage customer contracts, agreements, and renewals to ensure compliance, continuity, and value protection.
• Ensure effective product visibility, displays, signage, and promotional materials across customer showrooms.

Sales Management & Execution

• Lead the sales pipeline management process to maintain a sustainable flow of business opportunities.
• Monitor customer visits, quotations, opportunities, and sales activities through accurate and disciplined use of the C4C CRM system.
• Monitor branch sales performance and KPIs and implement action plans to address performance gaps.
• Drive cross-selling and expansion of the strategic product portfolio.
• Ensure accurate sales forecasting and demand planning.

Financial & Operational Management

• Manage customer credit exposure and collection performance.
• Improve branch financial performance and cost efficiency.
• Coordinate with Supply Chain to maintain healthy inventory levels and stock rotation.
• Maintain effective control over branch assets and operational resources.
• Provide management with regular performance updates, market intelligence, and business recommendations.

Cross-Functional Coordination

• Collaborate with Sales Operations, Marketing, Supply Chain, Finance, Credit, Customer Service, and Product Management to support customer and business requirements.
• Coordinate with Head Office on branch priorities, policies, and execution requirements.

Compliance & Governance

• Ensure compliance with pricing policies, commercial controls, company procedures, and ethical standards.
• Maintain a safe, secure, and compliant branch working environment.
• Ensure accurate reporting and documentation of commercial and operational activities.
• Promote risk awareness and sound business governance across the branch.

General Responsibilities

HR Proficiency:

• Ability to recruit, recognize and cultivate high performers and expose them in order to create a robust second line of management.
• Ability to recognize low performers and guide them to improve or release them.
• Ability to treat subordinates equally without any discrimination.
• Assessment criteria of subordinates is performance that leads to planned results.
• Ensure availability of delegation of authority matrix to have sufficient delegations as per company policy.

Responsibility:

• Must take full responsibility for his operation as per the job description and the required deliverables from this position, taking into consideration the general company guidelines.
• Able to anticipate problems and make the necessary proactive steps to prevent them
• Ability to take necessary and proper timely decisions.

Delivery:

• Deliver the required results in timely manner with required quality and cost.
• Making a Tangible Difference:
• Must make a tangible difference to his area of operation. and exceed business expectations.

Business Planning and Performance:

• Able to transform the corporate goals into business plans.
• Able to Plan, follow-up and execute those plans, whether they are annual or development plans.
• Monitor the plan performance and initiate action to strengthen results and take the corrective action accordingly.
• Provide periodic work progress reports.
• Responsible for monitoring and controlling budgets and expenses to achieve the optimum cost efficiency.

Organizational Development:

• Develop the organizational structure according to the current requirements taking into consideration future and development plans.
• Ensure availability of job descriptions for all job roles and deployment.

Business Process Improvements:

• Develop, coordinate well-defined written systems, policies, procedures, and seek automations opportunities as much as possible.
• Should be conversant and able to navigate through IT solutions especially those relevant to his job and business.
• Promote the automated systems and using them fully, to spread its culture.

Quality:

• Quality is considered as alfanar’s prime competitive advantage as such, managers are expected to act accordingly.

Adaptation:

• Adapt to new and alternative techniques, technologies, management structures, and business models.

Health, Safety and Environment:

• Ensure a safe, secure, and legal work environment as per the standard regulations.

Qualification

Experience

Skills