Sales Manager (HORECA)

About This Role

Foreground is partnering with a well-established Saudi retail group. As part of its ongoing transformation, the business is expanding its distribution arm beyond its showroom network, with a strategic focus on HoReCa and B2B channels across the Kingdom.

The organization is appointing a Sales Manager HoReCa to lead the commercial development of this channel, building strategic relationships across hotels, restaurants, cafés, and institutional buyers, while driving revenue growth at a national level.

Role Overview 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, café 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