Sales Manager (HORECA)

Client of Foreground

The Sales Manager HoReCa will be responsible for establishing and scaling the HoReCa vertical across Saudi Arabia. This role combines strategic market development with hands-on execution, requiring strong commercial ownership, relationship-building capability, and the ability to lead key account initiatives across the Kingdom.

The role will be based in Riyadh, with nationwide coverage.

Key Responsibilities

• Develop and execute the HoReCa sales strategy across Saudi Arabia, aligned with overall distribution objectives
• Identify, target, and secure key partnerships with hotels, restaurant groups, caf chains, and institutional clients
• Build and manage a pipeline of national HoReCa accounts, ensuring consistent revenue growth
• Lead negotiations, commercial agreements, and pricing strategies with key clients
• Collaborate with internal stakeholders to align product offering with HoReCa market requirements
• Monitor market trends, competitor activity, and client demand to refine go-to-market approach
• Manage and mentor Key Account Executives within the HoReCa channel
• Track performance against targets, ensuring accountability and delivery across the team
• Contribute to forecasting, budgeting, and commercial planning at a national level

Requirements

• 8+ years of experience in sales, with a strong focus on HoReCa within Saudi Arabia
• Proven track record in developing and managing HoReCa accounts at a national level
• Strong understanding of distribution, B2B sales cycles, and institutional procurement processes
• Established network within hotels, F&B groups, and HoReCa operators across KSA
• Experience leading teams or supervising sales/account management functions
• Commercially driven with exposure to revenue targets and business growth initiatives
• Strong negotiation, stakeholder management, and relationship-building skills
• Based in Riyadh or open to relocation