AB InBev

Head of On Trade Channel


At the heart of our dynamic global growth is a simple belief: nothing should come between incredibly talented people and an accelerated career.

That's why we dream big. Why we look to the future, not the past. Why we value talent over title. And why we hire people that can be better than ourselves.

At AB InBev you'll join a driven team that shares your desire to grow, your courage to challenge and commitment to act. In return, we'll reward your achievements.

The opportunity is here!

Head of On Trade Channel

Purpose of the Job

Lead the On Trade Channel organization including Sell-In and Sell-Out operations at national level. Aim is to grow channel (60% of overall business) through increases in distribution and rate of sale.

Sell-In: Responsible for developing and implementing a national growth strategy for Indirect Wholesalers and Cash & Carry channels. Manage multiple packaging formats (keg, bottle, can), wholesaler sales force incentivization, and promo strategy in line with total country strategy. Set challenging but SMART operational targets for 20 FTEs.

Sell-Out: Manage direct relationship with hotels, bars, and restaurants via field team. Add distribution points building both our bottle and keg business. Drive activation and execution agenda to ensure brand building at each point of connection. Set challenging but SMART operational KPI targets for our 15 FTEs.

Actively manage operations (spend vs. budget, volume forecasting, etc) while nurturing talent to add functional and leadership capabilities. Lead organization with clear and candid communication. Coordinate activities between On Trade and other departments (Marketing, Trade Marketing, Supply, etc).

Territory extends across all of Spain Peninsula + Balearic Islands. Does not cover Canary Islands.


On Trade Channel Strategy:

  • Develop and implement a national on-trade strategy with Wholesalers, Cash and Carry and Hosteleria channel, that translates into a national action plan to increase sales, distribution and overall channel profitability.

  • Manage sales information by channel segment, price control, distribution and volume & proactively identify trends, changes and new business opportunities

Stakeholder Management:

  • Establish effective relationships with relevant AB InBev departments:

  • Marketing, Trade marketing, Tech sales, etc. to jointly build plans to tackle key business issues/opportunities. Ensure, drive & monitor communication flows with key internal departments.

  • Legal department - defining contractual guidelines with wholesalers

  • Supply & CSC - forecasting, alignment with 1st tier and 2nd tier operations, new sku's, obsoletes, order management, contract management, etc.

  • Sales Finance - ensuring that the full order to cash cycle is complete

Team Management:

  • Lead full On Trade Sales team (more than 40 people including both Sell In and Sell Out) through effective communication of vision, active coaching and development, while comparing sales results to goals, detecting talents & taking appropriate action to course-correct when necessary.

  • People Management of a team of 7 direct reports and 36 indirect reports. Attracting, motivating and developing the right competencies required to create an efficient team.

Budget Control:

  • Allocate and manage ZBB + Capex budget and guarantee precise tracking against plan & efficient spending

WHS Negotiation:

  • Support relevant/key Wholesalesrs negotiations to grow business and promote channel expansion

    Qualifications & Technical competencies:


  • University degree or equivalent in experience


  • Regular travels throughout Spain Territory


  • +7 years' experience in sales environment and CPG companies

  • Experience leading teams

Job related competencies:

  • Native Spanish speaker and fluent in English

  • Impact: ability to inspire and gain respect from his organization by selling a compelling growth story sustained by a strong plan

  • Creative: Always ahead of the market. Being open minded and able to drive change

  • Connected: Ability to build strong networking, both internally and externally with similar companies.

  • Daring: never satisfied with status quo

  • Experience and success in recruiting and retaining high performing teams. Demonstrated ability to lead, develop and manage teams

  • Demonstrated ability to achieve sales plans

  • Proven business analysis and judgement with ability to proactively manage business and P&L to meet objectives

  • Strategy development, project management, complex problem solving and change management skills

  • Effective and inspiring communicator

  • Ability to negotiate with all levels of management

Next job

AB InBev

Order Taking Specialist Export


Previous job

AB InBev

Junior Category Buyer, Transpot