Head of Sales

Bella Coffee; Dubai; On-site; AED 300,000 - 550,000; Full time

Job summary

Bella Coffee in Dubai is seeking a Head of Sales to own revenue and lead the sales team across UAE. You will guide key account managers, sales executives, and online sales, reporting directly to the Managing Director.

This is a hands-on leadership role, with active field presence and strategic oversight. The role requires 5+ years in F&B/FMCG sales, a proven track record coaching teams, strong numerical skills, and fluency in English.

Qualifications

• 5+ years selling F&B or FMCG into UAE HORECA and retail.
• Proven experience coaching sales reps to meet team targets.
• Strong numerical skills and comfortable using CRM systems.
• Organised, accountable, and able to stay calm under pressure.
• Fluent English.

Responsibilities

• Set and hit monthly revenue and margin targets by rep and channel.
• Run the sales pipeline with weekly reviews for all reps.
• Own account coverage with named owners and re-engage lapsed accounts.
• Lead the sales team: territories, targets, coaching, and hiring when needed.
• Protect margin by managing discounting and product mix.
• Coordinate with operations to forecast demand for large orders.
• Provide a clear weekly numbers report to ownership.

Skills

Sales leadership

FMCG sales UAE

CRM proficiency

Team coaching

Forecasting

Tools

CRM systems

Job description

Dubai, UAE

Full-Time | Permanent

Must be already based in the UAE

About Bella Coffee

We distribute some of the most exciting FMCG brands in the world — matcha from PerfectTed, Oatly, Rude Health and many more — across the foodservice, retail, quick commerce, and ecommerce channels in the UAE and Syria.

The Role

We're looking for a Head of Sales to own Bella's revenue and run our sales team end to end — targets, pipeline, people, and margin. You'll lead our key account managers, sales executives, and online sales team, reporting directly to the Managing Director. This is a hands-on leadership seat: you'll be in the market with your team, not behind a desk.

What You'll Be Doing

• Setting and hitting monthly revenue and margin targets — by rep and by channel
• Running the pipeline: weekly reviews with every rep, so no deal or reorder slips unnoticed
• Owning account coverage: every active customer has a named owner, and lapsed accounts get worked, not forgotten
• Managing the team: territories, targets, coaching, commission accuracy, and hiring when needed
• Protecting margin: controlling discounting, pushing product mix, keeping deals above agreed floors
• Coordinating with operations: forecasting demand so stock is ready before big orders, not after
• Reporting to ownership: one clear weekly numbers page — sales, pipeline, margin, lapsed accounts

What We're Looking For

• 5+ years selling F&B or FMCG into UAE HORECA and retail
• Proven experience managing and coaching sales reps to team targets
• Strong with numbers and comfortable in CRM systems
• Organised, accountable, and calm under pressure
• Fluent English

Advantageous: existing HORECA and retail buyer relationships in the UAE, experience in specialty coffee or premium F&B distribution, track record rebuilding or scaling a sales team

Please note: candidates significantly above this seniority level will not be considered.