Area Manager - Food Service / HoReCa

About the role

Sitaf is seeking experienced Area Managers to lead sales teams and grow the business across its Central, Eastern, Western and Southern regions. The role combines people management, results‑driven sales leadership and hands‑on field presence to ensure targets are met and customers are well served.

Key responsibilities

• Lead, organize and motivate the sales team, setting clear objectives and expectations.
• Drive sales growth and profitability, ensuring individual and regional targets are achieved.
• Provide regular training, coaching and support to strengthen the team’s skills and performance.
• Monitor results, give constructive feedback and address areas for improvement.
• Develop customer relationships and identify new business opportunities.
• Work closely with other departments to meet customer needs and support business priorities.

Required profile

• Proven experience in foodservice / HoReCa sales, preferably within food distribution.
• Previous experience managing and developing a sales team.
• Strong orientation towards objectives with a track record of delivering results.
• Ability to train, coach and motivate people.
• Flexible, practical approach to changing priorities and business needs.
• Strong communication, organization and negotiation skills.
• Willingness to travel regularly within the assigned region.
• Fluency in English and Arabic.