Head of Horeca Sales

Our client is a leading distributor of
premium home and hospitality products
in the UAE and MENA region. Originally founded as a retail store under a renowned UAE-based group, the company has grown into a trusted name in
wholesale, hotel, and retail distribution
.

Job Summary:

The
Head of HoReCa Sales
will be responsible for driving the company's sales growth and market presence within the
Hotels, Restaurants, Cafés, and Catering (HoReCa)
segment across the UAE and GCC. This leadership role involves developing and executing a strategic sales plan, managing key accounts, and leading a high-performing sales team to achieve revenue, margin, and customer satisfaction objectives. The ideal candidate will possess deep industry knowledge, a strong business development background, and proven success in leading sales operations within the hospitality supply and distribution sector.

Key Responsibilities:

1. Strategic Leadership & Planning

• Develop and execute a comprehensive HoReCa sales strategy aligned with company objectives.
• Analyze market dynamics, competitor activities, and emerging trends to identify new growth opportunities.
• Set and monitor annual and quarterly sales targets, ensuring consistent performance and profitability.
• Define pricing strategies and margin structures to maximize business returns.

2. Business Development & Market Expansion

• Identify and secure new business opportunities across hotels, restaurants, cafés, catering companies, and institutional clients.
• Build and sustain long-term relationships with major HoReCa operators and procurement heads.
• Introduce innovative sales initiatives and promotional campaigns to enhance market share.
• Drive regional business expansion within the UAE and other GCC markets.

3. Key Account Management

• Manage and nurture relationships with key clients and strategic accounts.
• Conduct quarterly business reviews to ensure client satisfaction and explore upselling opportunities.
• Negotiate contracts, pricing, and commercial terms to achieve mutually beneficial agreements.
• Ensure superior customer service delivery and operational efficiency.

4. Sales Operations & Performance Management

• Oversee daily sales operations, ensuring smooth order processing and timely deliveries.
• Develop accurate sales forecasts and coordinate with inventory teams for optimal stock management.
• Generate detailed sales reports and analytics for senior management.
• Optimize CRM usage for sales tracking, pipeline visibility, and client engagement.

5. Team Leadership & Development

• Lead, mentor, and motivate a team of sales professionals, ensuring a culture of performance and accountability.
• Recruit, train, and develop team members to enhance consultative selling and customer relationship management skills.
• Set clear KPIs and conduct regular performance reviews and feedback sessions.
• Promote teamwork, collaboration, and a results-driven culture.

6. Cross-Functional Collaboration

• Collaborate with marketing on targeted campaigns, product launches, and HoReCa-specific promotions.
• Work with finance and credit control teams to manage collections and maintain healthy credit cycles.
• Coordinate with logistics and supply chain for seamless order fulfillment.

7. Representation & Brand Building

• Represent the company at trade shows, exhibitions, and industry events.
• Act as a brand ambassador, strengthening the company's reputation in the HoReCa segment.
• Contribute to industry insights and participate in thought leadership discussions.

Qualifications & Skills:

• Bachelor's degree in Business Administration, Sales, Marketing, or related field (MBA preferred).
• 8–10 years of progressive sales experience, including at least 3–4 years in a leadership role managing HoReCa clients in the UAE/GCC
  .
• Strong knowledge of the hospitality supply chain, procurement practices, and HoReCa distribution channels.
• Proven success in driving sales growth, expanding market share, and managing large key accounts.
• Excellent negotiation, communication, and interpersonal skills.
• Strong commercial acumen with expertise in pricing, costing, and P&L management.
• Proficiency in MS Office, CRM, and ERP systems.
• Leadership-oriented, proactive, and highly results-driven.

Working Conditions:

• Based in Dubai, UAE, with regular travel to client sites and business partners across the GCC
  .
• Frequent participation in industry exhibitions, events, and networking activities.
• Office-based leadership with active collaboration across departments.