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 PurposeThe 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 AccountabilitiesHORECA Strategy & Market LeadershipTranslate 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 PenetrationDrive 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 ExcellenceDesign 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 ManagementLead 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 GovernanceOwn 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 RhythmLeverage data and analytics to drive forecasting, productivity, and growth decisions Establish a strong sales cadence (weekly reviews, monthly performance tracking) KPIsSales 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 RequirementsBachelor’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
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
With a history for more than 30 years, KAFEA TERRA is a modern company that passes the legacy of claims from generation to generation and continues to implement a recorded Sustainable Development plan and progress. During this journey we envision to become Greece’s leading coffee processor and merchant, offering products of outstanding quality, and internationally recognizable, appealing services. To generate mutual benefits for our partners and cultivate emotional ties among end consumers across our entire range of activities in Greece and abroad. We consider the significance of being a healthy and innovative business with continuous investment in product research and development, while taking into account commitments for society and environment. This is why we have established several procedures and policies that protect everyone involved in our production chain, from the producers who offer us the precious fruits of nature to our employees and consumers. The result is the creation of unique coffee products and blends that expand the taste horizons of our customers and create a unique, enjoyable ritual.Our company currently employs more than 220 employees, thanks to whom, with constant dedication and love for their work, we develop:Our Vision: At KAFEA TERRA we view the creation of coffee as an exciting journey as we strive for excellence. The way we experience this journey leaves a legacy for future generations. From the earth on which it grows to the cup in which is served, our coffee journey remains an endeavour in excellence, aiming that every moment, the experience of our coffee is unique.Our Mission: Through recognized brands, strong corporate governance, substantial investments and long-term sustainability perspective, our aim is to consolidate our leading position in Greece while advancing an export oriented strategy. Our objective is to develop a responsible, innovative industrial enterprise with a forward thinking approach, which is widely recognized for its solid, consistent growth and creates long-term value for employees, associates, communities and the wider society it serves.Our Values: Ethos, Passion, Fairness, Progress, Courage, Excellence
With a history for more than 30 years, KAFEA TERRA is a modern company that passes the legacy of claims from generation to generation and continues to implement a recorded Sustainable Development plan and progress. During this journey we envision to become Greece’s leading coffee processor and merchant, offering products of outstanding quality, and internationally recognizable, appealing services. To generate mutual benefits for our partners and cultivate emotional ties among end consumers across our entire range of activities in Greece and abroad. We consider the significance of being a healthy and innovative business with continuous investment in product research and development, while taking into account commitments for society and environment. This is why we have established several procedures and policies that protect everyone involved in our production chain, from the producers who offer us the precious fruits of nature to our employees and consumers.
The result is the creation of unique coffee products and blends that expand the taste horizons of our customers and create a unique, enjoyable ritual.
Our company currently employs more than 220 employees, thanks to whom, with constant dedication and love for their work, we develop:
Our Vision: At KAFEA TERRA we view the creation of coffee as an exciting journey as we strive for excellence. The way we experience this journey leaves a legacy for future generations. From the earth on which it grows to the cup in which is served, our coffee journey remains an endeavour in excellence, aiming that every moment, the experience of our coffee is unique.
Our Mission: Through recognized brands, strong corporate governance, substantial investments and long-term sustainability perspective, our aim is to consolidate our leading position in Greece while advancing an export oriented strategy. Our objective is to develop a responsible, innovative industrial enterprise with a forward thinking approach, which is widely recognized for its solid, consistent growth and creates long-term value for employees, associates, communities and the wider society it serves.
Our Values: Ethos, Passion, Fairness, Progress, Courage, Excellence
