We are looking for a motivated Sales Executive to drive the growth of our B2B Specialty Coffee and HORECA business in Qatar.
ROLE DESCRIPTION
The Sales Executive will be responsible for penetrating the Qatar coffee market and developing B2B business across specialty coffee shops, local café chains, hotels, restaurants, roasteries, offices and other HORECA customers.
This is primarily a new-business acquisition role. The successful candidate will actively identify prospects, build relationships with decision-makers, introduce our products and capabilities, conduct tastings and commercial presentations, negotiate supply agreements and convert prospects into long-term customers.
The role requires someone who is highly active in the market, commercially driven, comfortable opening doors and building relationships from the ground up, and able to develop a strong pipeline of customers across Qatar.
KEY RESPONSIBILITIES
Market Penetration & New Business Development
- Develop and execute an active market-penetration plan for the Qatar B2B coffee market.
- Identify and approach prospective customers including:
- Specialty coffee shops and local café chains
- Hotels and hospitality groups
- Restaurants serving specialty or premium coffee
- Existing coffee roasteries
- Corporate offices and institutional customers
- Other HORECA and retail opportunities
- Continuously map the Qatar coffee market and identify high-potential accounts and decision-makers.
- Build a strong pipeline from initial prospecting through meeting, tasting, proposal, negotiation and closing.
- Conduct regular field visits and face-to-face customer meetings.
Customer Acquisition & Sales
- Generate qualified leads independently through market visits, networking, referrals and industry relationships.
- Understand each customer's current coffee programme, volumes, suppliers, pricing, equipment and operational requirements.
- Present the appropriate brand solution based on the customer's needs.
- Organize coffee tastings, cuppings and product presentations together with the technical coffee team when required.
- Prepare commercial proposals and negotiate pricing and commercial terms within approved guidelines.
- Convert opportunities into signed customers and recurring coffee volume.
- Achieve agreed monthly and annual targets for:
- New B2B accounts
- Coffee volume in kilograms
- Revenue
- Gross margin
- Customer retention
Account Development
- Maintain strong relationships with customers after acquisition.
- Regularly visit key accounts and identify opportunities to increase consumption and account value.
- Develop opportunities for additional SKUs, blends, origins, locations or related products.
- Identify expansion opportunities when customers open additional branches.
- Work closely with customers to ensure we remain their preferred coffee partner.
Coffee Solution Selling
- Develop a strong working knowledge of specialty coffee, including origins, processing methods, roast profiles, blends, espresso and brewing.
- Communicate our product quality and value proposition confidently to café owners, F&B managers, purchasing teams and coffee professionals.
- Coordinate closely with the Head of Coffee / Coffee Specialist on:
- Coffee selection
- Blend development
- Tastings and cuppings
- Brewing calibration
- Barista training
- Product troubleshooting
- Translate technical coffee knowledge into clear commercial benefits for customers.
Commercial & Market Intelligence
- Monitor competitor activities, product offerings, coffee prices and market trends.
- Maintain current knowledge of major coffee suppliers and roasters operating in Qatar.
- Provide regular feedback on competitor pricing, customer requirements and emerging opportunities.
- Identify market gaps that can be commercially leveraged.
- Support management in developing pricing, product and market-entry strategies.
Pipeline Management & Reporting
- Maintain an accurate and updated sales pipeline in the CRM.
- Provide clear forecasts of potential new customers, expected volumes and closing timelines.
- Maintain proper records of customer visits, proposals, negotiations and follow-up actions.
- Provide regular sales and market-development reports to the Head of Sales.
- Follow up consistently on all open opportunities until a clear outcome is reached.
Customer Onboarding
- Coordinate internally to ensure smooth onboarding of every new customer.
- Work with the coffee, operations, supply chain and finance teams to ensure:
- Product availability
- Correct coffee specification
- Equipment readiness where applicable
- Training requirements
- Delivery arrangements
- Commercial documentation
- Ensure the customer's first experience with us is professional and seamless.
EXPERIENCE & PROFESSIONAL REQUIREMENTS
Essential
- Minimum 3–5 years of successful B2B field-sales experience, preferably within coffee, HORECA, foodservice, beverages or premium F&B.
- Proven track record of acquiring new customers and achieving revenue or volume targets.
- Strong understanding of the Qatar HORECA market.
- Ability to independently manage the full sales cycle from prospecting through closing.
- Strong negotiation, presentation and relationship-management skills.
- Commercial understanding of pricing, margin and account profitability.
- Excellent spoken and written English.
- Valid Qatar driving licence and ability to travel extensively across the market.
Strongly Preferred
- Existing relationships with café owners, specialty coffee operators, hotel F&B teams, procurement managers, restaurant groups or roasteries in Qatar.
- Previous experience selling coffee, beverages, food ingredients or HORECA products.
- Practical understanding of specialty coffee, roasting, espresso and brewing.
- Barista experience or SCA-related training.
- Arabic language capability.
- Familiarity with espresso machines, grinders and café operations.
We are looking for someone with a genuine hunter mentality.
The successful candidate should be:
- Highly proactive: does not wait for leads to arrive and is constantly looking for the next opportunity.
- Strong in the field: enjoys visiting customers, meeting people and being physically present in the market.
- Persistent and resilient: comfortable with rejection and willing to follow up repeatedly until an opportunity is won or clearly closed.
- Commercially hungry: motivated by winning accounts, growing volume and exceeding targets.
- Entrepreneurial: comfortable joining a new business and helping build the customer base from the ground up.
- Relationship-driven: capable of building credibility with everyone from café owners and head baristas to hotel GMs, F&B Directors and purchasing managers.
- Credible and passionate about coffee: genuinely interested in specialty coffee and willing to continuously deepen technical knowledge.
- A strong communicator: confident presenting, negotiating and influencing customers.
- Disciplined: maintains an organized pipeline, customer records and follow-up process.
- Independent: able to plan daily market activity and work with limited supervision.
- Team-oriented: works closely with the Head of Sales, Head of Coffee and operational teams rather than operating in isolation.
- Result-oriented: understands that activity is important, but ultimately performance is measured by converted customers, profitable sales and kilograms of coffee sold.
Send your CV to [Confidential Information]. We will contact shortlisted candidates only.
