About the Role
The Director – Sales Operations and Customer Experience is responsible for designing, leading, and optimizing the full consumer sales journey from initial expression of interest through to unit handover.
The role oversees all sales enablement functions, CRM strategy, sales administration, documentation, data governance, and operational controls that ensure a seamless, compliant, and high‑quality customer journey.
The incumbent will collaborate cross-functionally with Sales, Marketing, Finance, Legal, Development, and Customer Experience to ensure sales processes are efficient, transparent, and customer‑centric. The role also ensures that CRM systems, data flows, sales reporting, and customer interactions are standardized and aligned with corporate governance, UAE regulatory requirements, and BEEAH’s customer excellence standards.
Key Accountabilities- Define and execute the sales operations strategy aligned with sales and revenue targets.
- Manage the complete customer journey from lead capture to handover, ensuring efficiency, compliance, and seamless experience.
- Lead Sales Operations, Sales Administration, CRM, and Documentation teams.
- Develop governance frameworks for sales, unit allocation, pricing controls, and contract issuance.
- Own the end‑to‑end CRM platform (Salesforce).
- Establish and monitor CRM hygiene standards, data validation, and audit trails.
- Implement dashboards for Sales KPIs, conversion funnels, and campaign performance.
- Ensure real‑time reporting to leadership on key metrics: leads, bookings, cancellations, revenue, collection schedules, and customer status.
- Standardize and document all sales processes including:
Expression of Interest (EOI), Booking Form issuance and verification, KYC & AML checks, Payment schedules & collections coordination, SPA drafting, issuance, signing (digital and physical), Registration with Sharjah/ESCROW requirements, Variations, upgrades, amendments, Pre‑handover readiness and snagging coordination. - Ensure brokers adhere to CRM usage, lead assignment rules, and reporting compliance.
- Monitor broker performance, conversion KPIs, and commission calculations.
- Conduct root‑cause analysis for drop‑offs and recommend corrective strategies.
- Ensure compliance with UAE real estate regulations, escrow guidelines, AML/KYC, Sharjah Real Estate Authority practices.
- Bachelor’s degree in Business, Sales, Operations, or related field; MBA preferred.
- Minimum 10–12 years in Sales Operations within real estate, property development, or financial services, with at least 5 years in leadership.
- Expertise in CRM systems (ideally Salesforce), including configuration and workflow design.
- Strong understanding of UAE real estate regulations and customer contracting procedures.
- Experience in sales process design, automation, and digital transformation.
- Strong analytical skills.
- Excellent communication and stakeholder management skills.
- Dual language required English / Arabic.
- Strong process governance mindset with ability to enforce standards across teams.
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