Country Head - Saudi Arabia (FMCG Coffee)

About the role

A fast-growing FMCG coffee business, selling across more than 45 markets worldwide, is investing in Saudi Arabia and building its B2C and B2B route-to-market. It is looking for a senior, well-connected coffee and FMCG sales professional to lead the development of the Saudi market, with a primary focus on B2C and additional support on B2B. This is a hands-on, market-building role for someone who can advise the company on entering and growing in Saudi Arabia and the wider region, including identifying and securing distributors, and who is comfortable working with a high degree of autonomy without a local office.

Key responsibilities

• Develop and execute the go-to-market strategy for the B2C coffee business across Saudi Arabia.
• Identify, evaluate and onboard key distributors and channel partners in Saudi Arabia and the wider region.
• Advise company leadership on market entry, route-to-market and commercial structure for the region.
• Support and contribute to B2B sales alongside the core B2C focus.
• Build and manage relationships with retailers, distributors and trade partners across the coffee and broader FMCG landscape.
• Travel periodically to share market learnings and help guide the development of the Saudi Arabia business.
• Act as an on-the-ground advisor as the company scales, with the expectation of building and managing a team as the business grows.

Required profile

• At least 10 years of experience in the coffee industry and/or broader FMCG sales and marketing, with a strong B2C focus.
• Deep, well-established network within the coffee industry in Saudi Arabia, able to advise on distributors and market entry.
• Proven sales and relationship-building track record, able to open doors and close deals.
• Previous experience managing a team is preferred, as the role is expected to grow into a people-management position.
• Comfortable working independently and remotely without a local office, while staying connected to a small regional team.
• Fluent English speaker; honest, hard-working, relationship-driven and willing to travel as needed.
• Local Saudi Arabian candidates strongly preferred but not essential; no specific education required.