Head of HoReCa Sales – Serbia

About the role

The Head of HoReCa Sales will own and expand the HoReCa (Hotels, Restaurants, Cafés) sales channel for a leading international FMCG company operating in Serbia. This senior commercial position combines strategic planning, people leadership, and hands‑on market execution to drive sustainable growth.

Key responsibilities

• Lead, coach and develop the HoReCa sales team to achieve sales targets and profitability.
• Define and implement the commercial strategy for hotels, restaurants, cafés, wholesalers and other foodservice customers.
• Manage key accounts, negotiate commercial agreements and build long‑term relationships.
• Identify new business opportunities, expand market coverage and monitor KPIs.
• Participate in budgeting, new product launches and cross‑functional commercial initiatives.
• Track market and competitor activity and translate insights into actionable plans.

Required profile

• Minimum 5 years of relevant sales experience, with recent strong focus on HoReCa/Foodservice.
• Proven experience leading or supervising a sales team.
• Commercially driven with an entrepreneurial mindset.
• Demonstrated ability to manage key customers and negotiate agreements.
• Strong understanding of sales KPIs, profitability and market development.
• Good English language skills and a valid B‑category driving licence.

Required skills

What we offer

• Leadership role within an established international FMCG environment.
• Opportunity to shape the HoReCa market strategy in Serbia.
• Influence over commercial direction and measurable business results.