Director of HORECA Attica Sales

At Kafea Terra, coffee is more than a business; it’s our heritage. Reporting directly to the Commercial Director, you will lead one of the most strategic and high-impact markets in our business as Director of HORECA Attica Sales. This position sits at the heart of our growth agenda in a fast-paced FMCG environment—where premium coffee culture, strong partnerships, and commercial excellence come together. You will drive performance across our powerful portfolio of owned and international brands, unlocking value across the entire HORECA ecosystem—from independent cafés to premium hotel chains. But this role goes beyond delivering numbers. You will be responsible for building, coaching, and elevating a high-performing sales organization, shaping future commercial leaders, and embedding a culture of accountability, ownership, and continuous development. This is a unique opportunity to leave a lasting mark on the market, our business, and the people who drive Kafea Terra forward. Role Purpose The Director of HORECA Attica Sales leads the commercial performance of the HORECA channel in Attica, driving sustainable growth, turnover increase, market share expansion, and customer value creation through full portfolio penetration and strategic account management. The role is accountable not only for delivering commercial results, but also for developing a best-in-class sales organization, ensuring strong leadership pipelines and long-term capability building. Key Accountabilities HORECA Strategy & Market Leadership Translate company and commercial strategy into a clear execution plan for Attica across all brands Maximize market share across coffee brands and the full portfolio Ensure disciplined execution of pricing, commercial policy, and activation plans Customer Growth & Portfolio Penetration Drive systematic upselling across all HORECA accounts Build customer plans that unlock full portfolio opportunities and long-term value Increase customer lifetime value through differentiated propositions Customer Segmentation & Commercial Excellence Design and maintain a structured segmentation model (premium, high-volume, chains, hotels, independents) Define tailored value propositions, pricing logic, and activation strategies per segment Maximize growth through cross-selling and portfolio penetration Key Account Management Lead relationships with strategic key accounts and chains Drive structured negotiations, contract management, and joint business planning Escalate major opportunities in alignment with the Commercial Director Budget, P&L & Commercial Governance Own the Attica HORECA P&L and commercial budget (including trade spend & CAPEX) Ensure ROI-driven investments and strict budget discipline Monitor profitability by segment and customer Ensure compliance with pricing and commercial policies Analytics & Sales Operating Rhythm Leverage data and analytics to drive forecasting, productivity, and growth decisions Establish a strong sales cadence (weekly reviews, monthly performance tracking) KPIs Sales Turnover (total & per brand) vs target Sales Growth & Market Share (Attica) Portfolio Penetration & Customer Value Growth Gross Margin & P&L vs Budget Sales Team Target Achievement Talent Development & Retention Machine ROI & Utilization