Business Head Distribution AV Pro Audio MI

Lead the next chapter of a 30-year Middle East AV/Pro Audio distribution business. Full P&L, UAE-based, peer to the CEO. AED 25-40K total comp potential.

Business Head – Distribution & Digital Commerce

Techniline Electronics Group

Location: Dubai, UAE (on-site) — 1 minute from Deira City Centre Metro Station, Red Line.

Reports to: CEO

Role Type: Senior Commercial Leadership | Full P&L Ownership

Team Size: Multi-channel commercial team across UAE and export

About Techniline

For over 30 years, Techniline Electronics has been the Middle East's trusted distributor of professional audio equipment, public address systems, and musical instruments. From our Dubai headquarters, we serve a network of resellers, system integrators, retailers, event companies, and end users across the UAE, Africa, GCC, and South Asia — built on transparency, reliability, and long-term partnership.

We operate at the intersection of distribution, retail, and digital commerce — including our flagship retail brands MusicMajlis and Soundline Main, alongside our principal distribution business and our growing e-commerce platform. We are a hands-on, owner-led business of 40+ people, running on the Scaling Up operating system: daily huddles, weekly KPIs, quarterly priorities, and A-player standards.

The Opportunity

We are hiring a Business Head – Distribution & Digital Commerce to own and lead the next chapter of growth for our core distribution business.

This is the most senior commercial role in the company outside the CEO, with full P&L ownership across all distribution channels — UAE trade and wholesale, key accounts, retail outlets, digital commerce, and export markets spanning roughly 30 countries.

You will report directly to the CEO. You will operate as the commercial counterpart to the technical and projects function. You will own the team, the channel strategy, the pricing discipline, and the growth trajectory of a business with three decades of brand equity behind it and significant white space ahead of it.

What You Will OwnFull Commercial P&L

Revenue, margin, cost-to-serve, and working capital discipline across the entire distribution business.

Channel Leadership

UAE channels (resellers, key accounts, SI/MEP/FM/contractors, retailers, event companies, end users, e-commerce) and export markets across Africa, GCC, Middle East, South Asia, and beyond.

Top Account Relationships

Senior-level engagement with our most important customers. Building account plans, deepening relationships, expanding share of wallet.

Export Strategy & Build-out

Diagnose, design, and execute the right go-to-market model for each export cluster — sales agents, distributors, country managers, or hybrid structures. The strategy is yours to design with the CEO.

Digital Commerce Direction

Lead the strategic review and evolution of our UAE digital commerce platform — its role, its model, its growth path.

Sales Organisation Design

Within 90 days, you will deliver a structured proposal for how the commercial team should be shaped to win — segmentation, KAM ownership, territory design, capability gaps.

Pricing Governance

Define discount bands, channel pricing rules, and approval matrices. Defend margin against pricing pressure.

Team Building & Performance

Lead, assess, and upgrade the commercial team. Hire where needed. Coach, develop, and hold people accountable.

What You BringMust Have

•      10+ years of commercial experience, with at least 5 years at Head / Director / Country Manager level carrying full P&L (revenue AND margin)

•      Career built on the distributor side of the transaction — you've owned inventory, appointed channel partners, managed trade terms, taken margin risk

•      Industry background in professional AV, pro audio, musical instruments, or PA systems distribution (or directly adjacent: ELV systems distribution — CCTV, access control, fire alarm, structured cabling)

•      Meaningful UAE or GCC commercial experience with existing channel relationships in the trade community

•      Proven experience running both UAE/GCC domestic channels AND export markets — not one or the other

•      Track record of building commercial systems from scratch — CRM rollouts, pricing frameworks, dealer hierarchies, territory design

•      Comfort building or rebuilding a sales team or agent network from a low base

•      Currently in UAE or able to relocate within 30 days

Strong Preferences

•      Native or fluent Arabic

•      Experience in lean, owner-managed organisations (under 150 people)

•      Founder, co-founder, or owner-operator background in a distribution or trading business

•      Africa export experience (East, West, or Central)

•      Experience managing exclusive distribution or sole-agency agreements

•      Familiarity with brands in our portfolio or our competitive set

What Success Looks Like

By the end of your first 12 months, you will have:

•      Taken full operational ownership of the commercial engine

•      Implemented CRM discipline, pricing governance, and pipeline visibility

•      Delivered structured strategies for the team, exports, and digital commerce

•      Driven measurable revenue growth across UAE and export markets

•      Deepened relationships with our top accounts and opened new significant ones

•      Built or upgraded the commercial team for the next phase

By the end of 24 months, the business runs on a commercial operating system that no longer requires founder presence in day-to-day execution — and you've created room for the next stretch.

Compensation & Benefits

•      Starting salary: AED 25,000 – 30,000 per month, all-inclusive (depending on experience)

•      Structured 12-month review: On delivery of Year-One outcomes, total compensation potential of up to AED 35,000 – 40,000 per month inclusive of variable performance components

•      Performance variable: Gross margin-based commission designed for meaningful upside on outperformance

•      Strategic bonus: Performance-linked discretionary bonus tied to business profitability and named strategic milestones

•      Benefits: Per UAE Labour Law — visa, medical insurance, workmen's compensation, annual home leave ticket, end-of-service gratuity, 30 days annual leave

•      Tools: Laptop, mobile plan, vehicle allowance, expense account

How to Apply

If this sounds like the next chapter of your career, apply directly via the link below — no CV required upfront. The application takes approximately 5 minutes. You will be asked a short set of screening questions and may be invited to a brief AI-led interview — please answer honestly, as your responses form part of how we shortlist for the next round.

Shortlisted candidates can expect:

1.    Equip AI interview (~30 min)

2.    Intro call with the CEO

3.    A full Topgrading career interview (90–120 minutes) covering your full work history

4.    Reference checks with at least 3 past managers

5.    A final meeting with our Managing Director

6.    Final compensation and start-date discussion

We move quickly when we find the right person. We are deliberate when we don't.

A Note on Our Hiring Process

We use the Topgrading hiring methodology because we believe most hiring failures come from rushing the assessment. Our interviews are thorough, our reference checks are real, and our scorecard is honest about what success looks like in this role. The strongest candidates appreciate this approach — it ensures both sides know what they're signing up for.

#Hiring #DubaiJobs #UAEJobs #SalesLeadership #ProAudio #AVDistribution #CommercialLeadership #ChannelSales

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