Horeca Business Development Executive

Role & responsibilities

1. Channel Strategy & Development

• Develop and execute the annual HoReCa channel strategy aligned with overall business

objectives.

• Identify growth opportunities across premium, mid-tier, and mass HoReCa segments.
• Build long-term channel development plans including assortment, pricing, trade terms, and

promotional strategy.

• Lead market mapping and segmentation to optimize coverage and penetration.

2. Sales & Revenue Management

• Own the HoReCa channel P&L, ensuring delivery of revenue, volume, and profitability

targets.

• Set monthly, quarterly, and annual sales targets for regional HoReCa teams.
• Monitor performance KPIs and implement corrective actions where needed.
• Drive execution of national and regional sales programs.

3. Key Account Management

• Lead negotiations with national and strategic HoReCa accounts (hotel chains, restaurant

groups, catering companies).

• Develop Joint Business Plans (JBPs) with top customers to drive mutual growth.
• Ensure strong customer relationship management and high service levels.
• Oversee contract management, pricing agreements, and compliance.

4. Team Leadership

• Manage, coach, and develop the HoReCa sales team (regional managers, key account

managers, field sales).

• Build a high-performance culture focused on execution, accountability, and customer

excellence.

• Conduct regular training on product knowledge, negotiation, and channel execution.

5. Route-to-Market & Operations

• Optimize route-to-market models including distributors, direct delivery, and third-party

partners.

• Ensure product availability, visibility, and quality across all HoReCa outlets.

• Collaborate with supply chain to improve forecasting, inventory planning, and service levels.

• Oversee trade assets, equipment placement, and maintenance (coolers, machines, POS

materials).

6. Marketing & Activation

• Partner with marketing to design HoReCa-specific activation plans, menu partnerships, and

brand visibility programs.

• Lead execution of promotional campaigns, sampling programs, and seasonal initiatives.
• Ensure brand consistency and compliance across all customer touchpoints.

7. Insights & Reporting

• Analyze market trends, competitor activity, pricing dynamics, and customer behavior.
• Provide monthly business reviews and strategic recommendations to senior leadership.
• Use data to improve forecasting, segmentation, and performance management.

Preferred candidate profile

Bachelors degree in Business, Marketing, Hospitality Management, or related field; MBA

preferred.

• 7–12 years of commercial experience, with at least 3 years in HoReCa or foodservice

leadership.

• Proven track record in sales management, key account leadership, and channel development.
• Strong negotiation, analytical, and strategic planning skills.