HoReCa Channel Manager

About Al Rabie Saudi Foods

Al Rabie Saudi Foods stands as one of Saudi Arabia's largest and most reliable manufacturers of juices and beverages. With a diverse range of products including 100% natural juices, nectars, dairy drinks, and functional beverages, their portfolio serves customers across the Kingdom and international markets. Based in Jeddah, the company is recognized for its commitment to quality and innovation, deeply ingrained in Saudi households. As part of its growth in the out-of-home consumption market, Al Rabie is seeking a commercially skilled HoReCa Channel Manager to enhance its footprint across Hotels, Restaurants, Cafes, and Catering companies throughout Saudi Arabia.

Role Overview

Reporting directly to the Chief Sales Officer, the HoReCa Channel Manager will be in charge of developing and implementing the company's out-of-home sales strategies targeting Hotels, Restaurants, Cafes, Catering firms, and Institutional clients in Saudi Arabia. This role requires managing key accounts, overseeing distributor relationships, and pursuing business development opportunities to maximize beverage volume and expand the brand's reach in the rapidly growing food service sector.

Key Responsibilities

• Design and implement a robust sales strategy for the HoReCa channel, setting annual and quarterly goals for revenue and sales volume across various segments.
• Drive sales growth in Hotels, quick-service and full-service restaurants, cafes, cloud kitchens, catering businesses, and institutions such as hospitals and schools.
• Identify new business opportunities including under-serviced accounts, new regions within KSA, and innovative food service formats like food trucks and pop-up events.
• Work alongside marketing teams to develop HoReCa-specific product assortments, including convenient on-the-go packaging, large volume dispensing options, and branded serving solutions.
• Manage the HoReCa channel's profit and loss, overseeing revenue, trade spending, promotional returns, and profitability targets across account tiers.
• Lead pricing strategies, negotiate contracts, and allocate promotional budgets to ensure margins align with company policies.
• Manage trade investment funds effectively to maximize profitability through listings, pouring rights, visibility, and activations.
• Coordinate accurate sales forecasts with supply chain and demand planning to guarantee product availability, freshness, and timely delivery crucial for food service operations.
• Develop direct relationships and negotiate contracts with key HoReCa accounts to secure exclusive supply agreements and preferred supplier positions.
• Supervise distributors focused on food service wholesale, set targets, monitor performance, and ensure adherence to company commercial and quality standards.
• Collaborate with marketing to create HoReCa-specific brand activations, menu integrations, and branded service materials to enhance product visibility at consumption points.
• Ensure exemplary service levels, maintain cold chain and freshness standards, and guarantee reliable delivery schedules for all HoReCa clients.
• Conduct regular field visits to evaluate service quality, address issues, and explore opportunities for product introductions or increased sales penetration.
• Work with supply chain, logistics, and customer service teams to quickly resolve availability, delivery, or returns problems affecting customer satisfaction in time-sensitive environments.
• Support the creation of sales tools such as menu boards, table tents, serving ware, and consumption point materials with trade marketing collaboration.
• Elevate Al Rabie's brand visibility and consumption share by deploying branded equipment, managing menu listings, and organizing co-branded marketing efforts.
• Partner with marketing to uphold brand consistency and organize effective campaigns during key events such as Ramadan, national celebrations, and hospitality trade events.
• Devise customized beverage menu options and sampling initiatives to introduce products to new HoReCa accounts, fostering trial and long-term placements.
• Participate in hospitality industry events, trade fairs, and exhibitions in KSA to enhance brand awareness, gather leads, and strengthen market position.
• Establish and maintain detailed KPI dashboards to track volume by account, new acquisitions, outlet coverage, contract compliance, and campaign returns on investment.
• Analyze field and sales data to provide real-time insights and adjust strategies as necessary to optimize channel performance.
• Monitor competitor activities including pricing, product launches, and promotional efforts to inform leadership and guide commercial decisions.
• Prepare comprehensive monthly performance reports for the Chief Sales Officer and senior management.

Candidate Requirements

• At least 3 to 5 years of experience specifically in HoReCa, food service, or out-of-home sales roles within the FMCG sector.
• A total of over 8 years in FMCG commercial or sales positions; experience in the Food & Beverage industry is preferred.
• Proven track record in the Saudi HoReCa or food service market is mandatory.
• Experience managing P&L responsibilities or trade budgets across multiple accounts.
• Successful management of significant HoReCa accounts such as hotel chains, restaurant groups, or catering firms, including securing and maintaining pouring rights or exclusive supply contracts.
• Demonstrated ability to drive volume growth, expand outlet coverage, and improve channel profitability.
• Strong collaboration skills working across supply chain, marketing, and trade marketing teams.
• Excellent negotiation and relationship-building capabilities with hospitality and food service operators.
• An entrepreneurial mindset with experience developing a new channel from inception.
• Capacity to manage multiple account relationships and distributor partnerships concurrently.
• Fluency in both Arabic and English is required.

Why Join Al Rabie?

Al Rabie Saudi Foods offers a vibrant and growth-focused workplace where commercial professionals can have a tangible impact on a market-leading product portfolio cherished by millions in Saudi Arabia. This role is a unique chance to lead and expand the HoReCa channel for a renowned beverage brand, supported by a strong commercial team and an ambition to dominate every serving.