HoReCa CHANNEL MANAGER

ABOUT AL RABIE SAUDI FOODS

Al Rabie Saudi Foods is one of the largest Saudi companies and most trusted juice and beverage manufacturers, producing a diverse portfolio of 100% juices, nectars, dairy beverages, and functional drinks distributed across Saudi Arabia and many international markets. Headquartered in Jeddah, Al Rabie has built a legacy of quality and innovation that is deeply embedded in Saudi households. As the company expands its out-of-home consumption footprint, we are seeking a commercially driven and hospitality-savvy HoReCa Channel Manager to own, grow, and develop our presence across Hotels, Restaurants, Cafes, and Catering accounts throughout the Kingdom.

ROLE OVERVIEW

Reporting to the Chief Sales Officer, the HoReCa Channel Manager is responsible for developing and executing Al Rabie's out-of-home sales strategy across Hotels, Restaurants, Cafes, Catering companies, and Institutional accounts in Saudi Arabia. The role combines direct account management, distributor oversight, and new business development to maximize Al Rabie's beverage volume and brand presence in the fast-growing food service sector across the Kingdom.

KEY RESPONSIBILITIES

1. Channel Strategy & Revenue Growth:

• Develop and execute a comprehensive HoReCa channel strategy aligned with Al Rabie's commercial objectives, with clear annual and quarterly revenue and volume targets by sub-segment.
• Drive volume growth across all HoReCa sub-segments including hotels, quick-service restaurants, full-service restaurants, coffee shops and cafes, cloud kitchens, catering companies, and institutional accounts such as hospitals and schools.
• Identify and capture new business opportunities including untapped accounts, new geographic areas within KSA, and emerging food service formats such as food trucks and pop-up dining concepts.
• Build a HoReCa-specific product and pack architecture in collaboration with marketing and trade marketing teams, including on-the-go formats, bulk dispensing SKUs, and branded serving solutions.

2. Commercial & P&L Management:

• Own HoReCa channel P&L including net revenue, trade expenditure, promotional ROI, and profitability targets by account tier and sub-segment.
• Lead pricing strategy, contract negotiations, and promotional investment decisions across HoReCa accounts, ensuring margin compliance with company guidelines.
• Manage trade investment budgets effectively, balancing listing agreements, pouring rights, visibility investments, and activation spend to maximize bottom-line contribution.
• Deliver accurate volume and revenue forecasts in coordination with supply chain and demand planning teams, ensuring product availability, freshness standards, and on-time delivery critical for food service operations.

3. Account & Partner Management:

• Build and manage direct relationships with key HoReCa accounts including hotel chains, restaurant groups, coffee shop chains, catering companies, and major institutional clients across KSA.
• Negotiate and close annual contracts, pouring rights agreements, and listing deals with key HoReCa operators, securing preferred supplier status for Al Rabie beverages.
• Oversee HoReCa distributors and food service wholesalers, setting clear targets, monitoring sell-through performance, and ensuring compliance with Al Rabie's commercial and quality standards.
• Coordinate with marketing to develop tailored HoReCa brand activation programs, menu integration initiatives, and branded serving solutions that elevate Al Rabie's visibility at the point of consumption.

4. Operations & Execution Excellence:

• Ensure high service levels, reliable delivery schedules, and product freshness compliance across all HoReCa accounts, with particular attention to cold-chain requirements for chilled and ambient juice lines.
• Conduct regular field visits to HoReCa accounts to assess execution quality, resolve service issues, and identify opportunities for menu expansion or increased share of throat.
• Collaborate with supply chain, logistics, and customer service teams to proactively resolve availability, delivery, and returns issues that could impact customer satisfaction in time-sensitive food service environments.
• Support the development of HoReCa-specific sales tools including menu boards, table tents, serving ware, and point-of-consumption materials in coordination with the trade marketing team.

5. Brand Visibility & Activation:

• Drive Al Rabie's brand visibility and share of throat at the point of consumption through branded equipment placement, menu listing programs, and co-branded activation initiatives.
• Partner with the marketing team to ensure brand consistency and effective execution of seasonal campaigns, Ramadan activations, national day celebrations, and hospitality-sector events.
• Develop customized beverage menu solutions and sampling programs to introduce Al Rabie products into new HoReCa accounts, driving trial, adoption, and long-term listing.
• Leverage hospitality industry events, trade fairs, and food service exhibitions in KSA to build brand presence, generate leads, and strengthen Al Rabie's positioning in the out-of-home segment.

6. Data, Analytics & Reporting

• Build and maintain HoReCa channel KPI dashboards covering volume performance by account and sub-segment, new account acquisition, outlet coverage, contract compliance, and activation ROI.
• Use field visit data, sell-through reports, and account profitability analysis to generate actionable insights and course-correct performance in real time.
• Track competitor activity within the HoReCa channel including pricing, new product listings, activation programs, and pouring rights deals, providing regular market intelligence to the Sales Director and commercial leadership.
• Prepare monthly HoReCa channel performance reviews for the Chief Sales Officer and commercial leadership team.

KEY REQUIREMENTS

1. Experience:

• Minimum 3-5 years in HORECA, food service, or out-of-home sales roles within FMCG.
• 8+ years total experience in FMCG commercial or sales functions, Food & Beverage preferred.
• Proven KSA HoReCa or food service market experience (required)
• Demonstrated P&L or trade budget ownership across a portfolio of accounts

1. Proven Track Record

• Managing high-value HoReCa accounts including hotel chains, restaurant groups, or catering companies
• Winning and retaining pouring rights or exclusive supply agreements
• Delivering volume growth, outlet coverage expansion, and channel profitability improvement
• Cross-functional collaboration across supply chain, marketing, and trade marketing teams

1. Leadership & Soft Skills

• Strong relationship-building and negotiation skills with hospitality and food service operators
• Entrepreneurial mindset with the ability to develop a channel from the ground up
• Ability to manage multiple account relationships and distributor partnerships simultaneously

Fluent in Arabic and English (required)

Why Join Al Rabie

At Al Rabie Saudi Foods, we believe that great brands are built on great people. We offer a dynamic, growth-oriented environment where commercial talent is empowered to make a real impact on a category-leading portfolio trusted by millions of Saudi families every day. This is your opportunity to build and lead a high-potential HoReCa channel for one of the Kingdom's most iconic beverage brands, backed by a strong commercial team and the ambition to win in every glass served.