Job Description

JOB PURPOSE
The Sales Analyst is responsible for supporting the Commercial function with actionable insights, sales performance analysis, forecasting, and reporting. The role plays a critical part in aligning sales strategy with execution by ensuring data accuracy, driving visibility of key KPIs, and proactively identifying opportunities and risks across the business.
Working closely with Sales Director - Modern Trade & eCommerce and Sales Director - Food Service & Traditional Trade, and both, Modern and Traditional Trade, Field teams, the Sales Analyst serves as the operational backbone of sales planning, enabling data-driven decisions and supporting the performance management of the sales organization.
KEY RESPONSIBILITIES
1. Sales Performance Tracking & Analysis

• Analyse daily, weekly, and monthly sales performance by channel, customer, region, and SKU
• Prepare dashboards and scorecards to track sales KPIs including volume, value, coverage, pricing, margin, and promotions
• Track sales performance against targets and forecasts, and highlight variances with relevant commentary
• Provide visibility into sales pipeline, new customer wins, and in-store execution progress

2. Forecasting & Sales Planning

• Own and manage the rolling sales forecast process, including SKU-level forecasting across all channels
• Compare actual sales vs. forecasted targets and provide early warning signals for demand and supply planning
• Support development of quarterly and annual sales plans through data consolidation and scenario modelling
• Identify and analyse sales trends and seasonal shifts, supporting future planning and stock alignment

3. Business Reporting & Insights

• Generate and maintain daily, weekly, and monthly sales reports for internal stakeholders and leadership
• Conduct customer- and channel-level analysis to identify growth opportunities, underperformance, or pricing issues
• Monitor out-of-stock trends, margin performance, and promotional ROI across channels and categories
• Provide timely reports to track team KPIs, individual performance, and field execution

4. Promotion & Trade Spend Analysis

• Measure the impact of trade promotions and in-store activations on sales uplift.
• Track and control trade spend efficiency, recommending optimization measures.

5. Data Integrity & Cross-Functional Coordination

• Coordinate with Supply Chain, Finance, and Commercial team to ensure consistency of master data across systems
• Reconcile discrepancies in sales data (e.g., customer classification, route codes, or missing sales entries)
• Support issue resolution related to sales processing, credit limits, pricing updates, and customer status
• Collaborate with field sales to improve accuracy of reporting and enhance the link between in-market activity and system data

6. Operational Support & Administration

• Maintain and track customer master data, contract renewal calendars, and sales documentation trackers
• Verify and update sales incentive tracking inputs based on validated data
• Flag and follow up on customers with delayed collections, credit holds, or inactivity
• Prepare presentations and analysis required by Head of Sales for management reviews and strategic meetings

JOB REQUIREMENTS

• Bachelor's degree in Business, Finance, Economics, or related field
• Min 2 years of experience in sales analysis, commercial reporting, or sales operations in FMCG, beverage, or retail environment
• Strong analytical mindset with experience in sales forecasting, performance analysis, and reporting
• Advanced proficiency in Microsoft Excel (pivot tables, dashboards, lookup functions); PowerPoint and ERP/reporting tools (e.g., Power BI, Zoho, SAP, etc.)
• Familiarity with UAE FMCG retail landscape, customer segmentation, and field sales dynamics
• Excellent organizational skills and attention to detail; ability to manage multiple priorities and deadlines
• Strong communication and interpersonal skills to collaborate with cross-functional stakeholders
• Proactive, result-oriented, and comfortable operating in a fast-paced environment