ON TRADE DIRECTOR

Cervecera de Canarias; Corvera de Asturias; On-site; EUR 90,000 - 130,000; Full time

Job summary

Cervecera de Canarias seeks an Executive to lead the ON Trade and convenience sales team, defining strategic channel plans and building key account relationships. The role requires hands-on execution, strong negotiation skills, and a proven track record in premium beverage brands.

Successful candidates will drive growth across Trade Marketing, Tech Services and Events, while collaborating with logistics and marketing to achieve corporate goals. Willingness to relocate to Tenerife is essential.

Qualifications

• 10+ years of senior leadership in sales, with 5+ years in HoReCa / On-Trade (beverages, FMCG or premium brands).
• Strategic thinker with hands-on execution and proven growth impact.
• Strong network and understanding of ON Trade channels; distribution and KAM experience.

Responsibilities

• Steer and drive the sales team's performance in ON Trade and convenience channels.
• Define and execute strategic plans for the channel aligned with company priorities.
• Lead key accounts and negotiate major commercial agreements.
• Own Trade Marketing, Tech Services and Events functions.
• Develop the team and manage talent; mentor and grow capabilities.
• Collaborate with tech sales and BI to define, analyze and track KPIs.
• Work with logistics, digital transformation and marketing to support sales.
• As MANCOM member, contribute to strategic business decisions.

Skills

Sales leadership

HoReCa sales

Key account mgmt

Negotiation

Analytical skills

Communication

Spanish/English

Trade marketing

Job description

Seniority Level: Executive

Key Responsibilities

• Full responsibility for the steering and performance of the sales team within the ON Trade and convenience channel.
• Define strategic plans for the channel and execute them in line with company priorities.
• Lead key account relationships and negotiate major commercial agreements.
• Full responsibility on Trade Marketing, Tech Services and Events departments.
• Lead by example: Develop the team and manage talent.
• Toguether with tech sales and business intelligence teams, define, analyse and track the main commercial and productivity KPIs.
• Close collaboration with other departments like logistitics, digital transformation and marketing.
• As a member of the local Management Committee (MANCOM), contribute to strategic business decisions.

Candidate Profile

• Senior leader with 10+ years of experience in leading teams and specifically 5+ years in HoReCa / On-Trade sales, preferably in beverages, FMCG, or premium brands
• Strategic thinker with a hands-on execution mindset
• Proven ability to lead sales teams and drive sustainable growth
• Strong network and understanding of the ON Trade market is a plus
• Strong background in distribution development, trade execution, and key account management
• Excellent negotiation, analytical, and communication skills
• Fluent in both Spanish; and English
• Willingness to live in or relocate to Tenerife (Canary Islands)