Job description

The Commercial Manager is responsible for driving revenue growth, managing key accounts, and positioning the Watani brand competitively across Oman and targeted GCC markets. The role leads the sales and marketing function, sets commercial strategy, manages trade channels, and oversees pricing, promotions, and brand communications. The Commercial Manager reports directly to the AGM/ Acting CEO and coordinates closely with the supply chain and quality teams to ensure commercial commitments are delivered reliably.

KEY RESPONSIBILITIES

• Develop and execute the annual commercial plan, including sales targets, market share objectives, channel strategy, and brand investment plan.
• Lead and manage the sales team covering modern trade, traditional trade, foodservice, and institutional (B2B) channels.
• Own key account relationships with major retailers, distributors, and institutional buyers; negotiate annual trading terms and promotional plans.
• Set and manage pricing policy across all product lines and channels, balancing margin targets with market competitiveness.
• Oversee the Watani brand marketing calendar: campaigns, seasonal promotions, social media, trade marketing, and new product launch activations.
• Develop and manage the commercial budget, including A&P spend, trade spend, and team expenses; track ROI on commercial investments.
• Monitor and analyze market trends, competitor activity, and customer feedback; translate insights into actionable commercial recommendations for the GM.
• Manage trade credit and receivables; ensure compliance with AMDC credit policy and minimize overdue balances.
• Lead market expansion into GCC and other export markets where commercially viable; develop channel and distributor partnerships.
• Prepare monthly sales forecasts and performance reports for the Acting General Manager and Board.
• Supervise and develop the commercial team; set KPIs and conduct performance reviews in line with AMDC HR Policy.
• Coordinate with the supply chain team on demand planning to ensure product availability for key customers and seasonal peaks.

QUALIFICATIONS & EXPERIENCE

• Bachelor's degree in Business Administration, Marketing, or a related discipline. An MBA is an advantage.
• Minimum 8 years of progressive commercial experience in FMCG or food & beverage, with at least 3 years in a senior sales or commercial management role.
• Proven track record of delivering revenue growth and managing key accounts in the Omani or GCC market.
• Experience with dairy, chilled, or perishable FMCG products is strongly preferred.
• Demonstrated ability to manage both sales and marketing functions.
• Proficiency in English and Arabic (bilingual is strongly preferred for this market-facing role).

KEY COMPETENCIES

• Commercial drive and results orientation — consistent track record of hitting targets.
• Relationship management and negotiation at senior buyer and distributor level.
• Brand thinking: ability to build and protect a consumer brand in a competitive dairy market.
• Analytical capability: reads data, identifies trends, and acts decisively.
• Leadership: builds, coaches, and holds a commercial team accountable.
• Cross-functional collaboration with supply chain, quality, and finance teams.

AUTHORITY & DECISION RIGHTS

• Authority to approve pricing and promotional offers within the delegated commercial authority matrix.
• Authority to approve trade credit within the AMDC credit policy; escalate exceptions to the Acting GM/ acting CEO.
• Approval authority for commercial team expenses and A&P spend within approved budget.