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

Requirements

• Bachelor’s degree in Business Administration, Marketing, Economics, or a related field
• Master’s degree (e.g., MBA) is considered a strong plus
• Fluent in Greek and English
• 10+ years of experience in Sales within FMCG, beverages, or HORECA channels
• 5+ years in senior leadership roles (e.g., Sales Manager, Channel Director, Head of Sales)
• Proven track record of delivering revenue growth, market share gains, and profitability
• Strong experience managing HORECA channels (cafés, restaurants, hotels) in Attica or similar markets
• Passion for coaching, mentoring, and talent development
• Strategic mindset with strong execution capabilities
• Excellent negotiation and key account management skills
• Passion for coffee, brands, and customer experience