Field Sales Executive – Traditional Trade & HORECA

KB Agriculture; Dubai; On-site; AED 60,000 - 90,000; Full time

Job summary

KB Agriculture, a UAE-based food trading and distribution company, seeks a Field Sales Executive to develop presence in traditional trade and HORECA across Dubai and the UAE. The role requires a valid UAE driving licence and an established network with buyers and distributors to generate new business.

You will manage accounts, negotiate terms, and drive sales through field visits, promotions, and regular reporting, helping grow the Mediterranean product line and olive oil portfolio.

Qualifications

• Mandatory: Previous experience in a field sales role in Dubai within FMCG, food distribution, or a closely related sector.
• Mandatory: Valid UAE driving licence and ability to conduct regular customer visits across Dubai and other assigned areas.
• Established network of contacts among traditional trade customers and HORECA buyers in the UAE.
• Proven ability to acquire new customers, develop existing accounts, and consistently generate sales.
• Strong negotiation, communication, and relationship-building skills.
• Commercially minded with understanding of sales targets, pricing, gross margins, and profitability.
• Organized, proactive, persistent, and able to work independently in the field.
• Professional and presentable when meeting customers and partners.
• Good command of English; Arabic an advantage.
• Familiarity with Excel, sales reporting tools, and digital communication platforms.
• Willingness to meet measurable sales targets and participate in customer meetings, tastings, and promotional activities.

Responsibilities

• Field Sales & Business Development: Identify, approach, and acquire new customers across Dubai and the UAE in traditional trade and HORECA.
• Account Management & Customer Relationships: Maintain strong relationships, follow up on quotations, orders, and payments, negotiate terms within policy.
• Sales Execution & Order Management: Generate orders, coordinate with operations on stock and deliveries, support promotions and product sampling.
• Market Development & Reporting: Develop field sales route, maintain customer database, submit regular reports, track monthly targets, monitor competitors.

Skills

Field sales

Customer relationships

Negotiation

English proficiency

UAE driving licence

Tools

Excel

Sales reporting tools

Digital communication tools

Job description

Field Sales Executive – Traditional Trade & HORECA

Company: KB Agriculture

Location: Dubai, UAE

Employment Type: Full-time

Compensation: Fixed salary + performance-based commission

Industry: Food & Beverage / FMCG / Food Distribution

About KB Agriculture

KB Agriculture is a UAE-based food trading and distribution company specializing in Mediterranean food products, including olive oil under its own brand, DOCCANA, and a growing portfolio of gourmet products.

We are expanding our distribution network across the UAE and are looking for an experienced, results-driven Field Sales Executive to develop our presence in traditional trade and HORECA channels.

Key Responsibilities

1. Field Sales & Business Development

• Identify, approach, and acquire new customers across Dubai and the wider UAE, focusing on traditional trade and HORECA.
• Develop sales opportunities with groceries, supermarkets, independent retailers, minimarts, restaurants, cafés, hotels, catering companies, and other foodservice businesses.
• Leverage an existing network of buyers, purchasing managers, restaurant owners, chefs, and distributors to generate new business.
• Conduct regular field visits to prospective and existing customers to present products, negotiate commercial terms, and secure orders.
• Develop and manage a portfolio of active accounts, ensuring regular visits, follow-ups, repeat orders, and long-term customer relationships.
• Present the company's products, pricing, commercial offers, and promotional activities professionally.
• Identify opportunities to introduce new products and expand sales within existing accounts.

2. Account Management & Customer Relationships

• Maintain strong relationships with customers and understand their purchasing needs, product requirements, and ordering cycles.
• Follow up on quotations, samples, orders, deliveries, payments, and customer feedback.
• Negotiate prices and commercial terms within the company's approved pricing and margin policy.
• Identify opportunities to increase sales volume, product range, and account profitability.
• Resolve customer issues promptly and coordinate with the internal team when necessary.
• Monitor competitor activity, market pricing, and customer preferences to identify commercial opportunities.

3. Sales Execution & Order Management

• Generate sales orders and ensure that customer requirements are communicated accurately to the operations team.
• Coordinate with the office regarding product availability, stock replenishment, deliveries, and order fulfillment.
• Follow up on outstanding payments and support the company's credit-control procedures.
• Support product sampling, promotions, and in-store activities to encourage product trials and repeat purchases.
• Ensure that agreed customer terms, discounts, and promotions are respected.

4. Market Development & Reporting

• Develop a structured field sales route and customer visit plan.
• Maintain an updated customer database, prospect pipeline, and sales records.
• Submit regular reports covering customer visits, new leads, orders, sales revenue, gross profit, outstanding payments, and market feedback.
• Track progress against monthly sales targets and identify opportunities to improve performance.
• Monitor competitor products, pricing, promotions, and distribution activities.
• Provide management with actionable insights on market trends and customer requirements.

Candidate Requirements

• Mandatory: Previous experience in a field sales role in Dubai within FMCG, food distribution, or a closely related sector.
• Mandatory: Valid UAE driving licence and ability to conduct regular customer visits across Dubai and other assigned areas.
• An established network of contacts among traditional trade customers and HORECA buyers in the UAE.
• Proven ability to acquire new customers, develop existing accounts, and consistently generate sales.
• Strong negotiation, communication, and relationship-building skills.
• Commercially minded, with a good understanding of sales targets, pricing, gross margins, and profitability.
• Organized, proactive, persistent, and comfortable working independently in the field.
• Professional and presentable when meeting customers and business partners.
• Good command of English; Arabic is an advantage.
• Comfortable using Excel, sales reporting tools, and digital communication platforms.
• Willingness to work toward measurable sales targets and participate in customer meetings, tastings, and promotional activities.

Additional advantages:

• Existing relationships with grocery owners, independent retailers, restaurant groups, hotels, catering companies, and foodservice distributors.
• Experience selling olive oil, gourmet products, dry foods, fresh produce, or other food and beverage products.
• Familiarity with Dubai's wholesale markets, traditional trade routes, and HORECA procurement processes.

Key Performance Indicators (KPIs)

Performance will be measured against agreed commercial targets, including:

• Monthly sales revenue and gross profit generated.
• Number of new active customers acquired.
• Number of productive customer visits and orders generated.
• Sales volume across traditional trade and HORECA.
• Repeat purchase rate and growth of existing accounts.
• Collection of outstanding payments in line with agreed terms.
• Quality and accuracy of sales reporting and customer records.

Targets will be established by management according to the assigned product portfolio, customer segments, and annual business plan.

What We Offer

• Fixed salary plus performance-based commission.
• The opportunity to develop and grow an expanding portfolio of Mediterranean food products.
• Direct involvement in the company's UAE sales and distribution strategy.
• Performance-based career growth as the business expands.