HORECA Sales Executive

Position Overview

We are seeking a dynamic and results-oriented HORECA Sales Executive to drive revenue growth and expand market penetration within the Hotels, Restaurants, Cafés, and Catering (HORECA) sector across the Kingdom of Saudi Arabia. The ideal candidate will be responsible for cultivating a robust portfolio of clients, negotiating strategic partnerships, and ensuring the consistent delivery of high-quality FMCG food products, including snacks, protein bars, and packaged food items. This role demands a deep understanding of the local market dynamics, exceptional relationship-building capabilities, and a proven track record in sales performance within the FMCG and food distribution industries.

Key Responsibilities

The HORECA Sales Executive will play a pivotal role in achieving business objectives by executing the following responsibilities:

• Client Portfolio Management: Develop, nurture, and maintain a diverse portfolio of HORECA clients, including hotels, restaurants, cafés, and catering services, ensuring long-term business relationships and repeat orders.
• Market Expansion: Identify and capitalize on new business opportunities within the assigned territory, with a focus on securing new accounts and increasing market share for imported FMCG food products.
• Sales Negotiation & Closure: Lead pricing negotiations, finalize sales agreements, and consistently achieve monthly and quarterly sales targets to contribute to the company’s revenue growth objectives.
• Market Intelligence: Monitor competitor activities, analyze market trends, and provide actionable insights to management to inform strategic decision-making and maintain a competitive edge.
• Cross-Functional Collaboration: Coordinate closely with logistics and warehouse teams to ensure seamless order fulfillment, timely deliveries, and adherence to customer expectations.
• Financial Stewardship: Follow up on payments, maintain accurate collection records, and ensure compliance with financial policies to safeguard the company’s revenue stream.
• Reporting & Analysis: Prepare comprehensive sales reports, forecasts, and market feedback to evaluate performance, track progress against KPIs, and recommend improvements.
• Channel Development: Target and penetrate key channels, including HORECA establishments, discount stores, gyms, and wellness centers, to maximize product visibility and distribution.

Key Performance Indicators (KPIs)

Success in this role will be measured against the following performance metrics:

• Achievement of sales revenue growth targets within the HORECA segment.
• Successful acquisition of new accounts and expansion of market coverage.
• Enhanced product penetration and brand presence in targeted channels.
• Consistent and timely collection of payments with minimal overdue accounts.
• High levels of customer retention, satisfaction, and positive feedback.

Qualifications & Requirements

To excel in this position, candidates must meet the following criteria:

• Bachelor’s degree in Business Administration, Marketing, or a related field (preferred).
• Minimum of 2–5 years of progressive sales experience in FMCG or food distribution, with a strong preference for candidates with HORECA sector experience.
• In-depth knowledge of the Saudi food service market, including industry trends, key players, and regulatory requirements.
• Exceptional communication, negotiation, and interpersonal skills to build and sustain client relationships.
• Valid Saudi driving license and willingness to travel extensively within the assigned territory.
• Proven ability to work under pressure, meet aggressive sales targets, and thrive in a fast-paced environment.

Core Competencies

The ideal candidate will possess the following professional attributes:

• Relationship Building: Ability to establish trust, credibility, and long-term partnerships with clients and stakeholders.
• Negotiation & Closing Skills: Proficient in negotiating favorable terms and closing sales deals to drive revenue growth.
• Territory Management: Skilled in managing a defined sales territory, optimizing resources, and maximizing market potential.
• Customer-Centric Mindset: Commitment to delivering exceptional service and addressing client needs proactively.
• Time Management: Capable of prioritizing tasks, managing deadlines, and balancing multiple responsibilities effectively.
• Problem-Solving Ability: Aptitude for identifying challenges, analyzing root causes, and implementing effective solutions.