Head of On-Premises Channel

About the role

The Head of On-Premises Channel will lead the commercial strategy and execution for the on‑premise business, driving volume, revenue and profit growth while safeguarding margins. This senior position reports directly to senior leadership and is responsible for building long‑term partnerships with key customers in the HoReCa sector.

Key responsibilities

• Commercial Strategy – develop and implement the annual on‑premise business plan, channel strategy and growth initiatives; identify new opportunities and consumption occasions.
• Sales & Revenue Management – deliver volume, revenue, gross profit and profit targets; monitor KPIs, optimise mix and premiumisation, and lead strategic negotiations.
• Customer Management – conduct annual contract negotiations, joint business planning, menu and beverage strategy, profitability reviews and service‑level monitoring.
• Route‑to‑Market Excellence – design optimal coverage models, optimise territories, improve outlet penetration and enhance call productivity.
• Execution Excellence – ensure best‑in‑class execution of beverage availability, equipment utilisation, menu listings, cold‑drink availability, brand visibility, POSM, and activation.

Required profile

• Bachelor's degree in Business Administration, Marketing, Sales or a related field.
• Minimum 10 years of FMCG commercial experience, including at least 5 years in HoReCa/on‑premise sales leadership.
• Fluent in English; Arabic is mandatory.
• Proven experience managing key accounts and leading high‑performing sales teams.
• Strong background in strategic negotiations and financial/commercial acumen.

Required skills