Head Of Horeca

HORECA Sales Manager

About the Role

We are seeking an experienced and results-driven HORECA Sales Manager to lead our hospitality channel in Kenya. This role is responsible for developing and executing the overall HORECA sales strategy, driving revenue growth, and managing key accounts within the Kenyan beer market. As a senior leader, you will mentor a high-performing sales team, negotiate commercial agreements, and collaborate cross-functionally to ensure seamless execution of brand and trade initiatives.

Key Responsibilities

• Develop and execute the overall HORECA sales strategy to achieve revenue, volume, and market share targets.
• Identify, acquire, and manage key HORECA accounts while strengthening relationships with existing hospitality partners.
• Lead, mentor, and motivate the HORECA sales team to deliver exceptional field performance.
• Negotiate commercial agreements and oversee execution of trade promotions, discounts, and brand activations.
• Monitor competitor activities, market trends, and customer insights to identify new business growth opportunities.
• Collaborate closely with Marketing, Supply Chain, and Finance teams to ensure seamless execution of commercial plans.
• Prepare accurate sales forecasts, manage budgets, and compile periodic performance reports for senior management.
• Ensure optimal product availability, high brand visibility, and strong placement across all HORECA outlets.

Requirements

• Bachelor’s degree in Sales and Marketing, Business Administration, or a closely related field.
• Minimum of 8 years of experience in FMCG or alcoholic beverages sales, with at least 3 years in a senior leadership role managing the HORECA channel.
• Deep, practical knowledge of the Kenyan beer market and the local HORECA landscape.
• Proven track record of delivering consistent sales growth and managing high-value key accounts.
• Exceptional leadership, commercial negotiation, and relationship management skills.
• Proficiency in Microsoft Office applications and standard CRM systems.

Skills & Competencies

• Strategic thinking with a strong commercial acumen.
• Excellent communication and interpersonal abilities.
• Ability to work in a fast-paced, target-driven environment.
• Strong analytical and reporting skills.