About Spraga
Spraga is on a mission to revolutionize the kombucha category, bringing a fresh, bold, and disruptive approach to soft drinks. With strong growth in key European markets, we are now expanding into Spain, where we aim to build awareness, distribution, and consumer loyalty from the ground up.
Role Overview
The Head of On Trade will be responsible for developing and executing the on-premise commercial strategy across Spain, building and overseeing a team of regional sales managers, and building strong relationships with key customers and distributors in the hospitality sector.
The ideal candidate will have a deep understanding of the Spanish drinks industry, a proven track record in commercial leadership, and the ability to drive significant business growth in the on-trade channel.
This role combines strategic leadership with hands-on commercial execution to drive brand visibility, market share, and revenue growth across Spain's on-trade sector
Key Responsibilities
1.Strategic Leadership & Market Positioning
• Develop and execute a comprehensive on-trade commercial strategy for Spain, aligned with Spraga's market expansion objectives
• Analyze and interpret market trends, competitive dynamics, and consumer insights to inform strategic decision-making
• Define and drive key strategic initiatives to establish Spraga as a category leader in the Spanish kombucha market
• Set ambitious yet achievable sales targets with clear, measurable performance metrics
2. Commercial Strategy & Sales Planning
• Develop and deliver a comprehensive sales plan with clear, measurable objectives
• Create and implement a holistic route-to-market strategy covering:
• Customer relationships & segmentation
• Distributor management & optimization
• Wholesaler engagement
• Sales resource allocation
• Set and monitor Key Performance Indicators (KPIs) through Monthly monitoring meetings and implementation of incentive schemes
• Break down top-line sales targets into Rate of Sale (ROS) growth & Outlet expansion
• Collaborate closely with marketing to align asset creation with sales strategy
3. Commercial Operations
• Oversee the management of key national accounts including hotel chains, restaurant groups, and major hospitality organizations
• Help develop and implement effective trade marketing initiatives to drive brand awareness and consumer trial
• Optimize pricing strategies and promotional activities to ensure profitability while maintaining competitive position
• Negotiate and secure partnerships with high-profile on-trade venues to increase brand visibility and market share
• Manage the P&L responsibility for the on-trade channel, including annual budgeting and forecasting
4. Customer & Relationship Management
• Build and maintain strategic relationships with key decision-makers in Spain's hospitality sector
• Act as the senior point of contact for major on-trade customers, distributors and industry partners
• Represent the company at industry events, trade shows, and networking functions
• Stay informed about competitive activities and communicate market intelligence to the wider business
5. Field Sales and Brand Representation
• Design and oversee sales enablement programs to support field team performance
• Create and manage training programs to enhance field team's product knowledge and sales capabilities
• Ensure consistent brand messaging and positioning across all field sales interactions
• Develop reporting mechanisms to track field sales performance and market penetration
• Align field sales activities with overall commercial and marketing strategies
6. Team Leadership
• Help recruit, develop, and retain a high-performing sales team specialized in on-trade operations
• Lead and motivate the on-trade sales team to exceed targets consistently
• Establish performance benchmarks and monitoring mechanisms for field sales representatives and provide regular coaching and feedback
• Create a positive team culture focused on collaboration, innovation, and results
• Implement effective training programs to enhance product knowledge and selling skills
7. Market Development
• Identify opportunities for distribution expansion in untapped markets and venues
• Drive innovation in serve strategy and brand activation within the on-premise environment
• Collaborate with local brand teams to develop tailored on-trade activation programs for key brands
• Pioneer digital solutions to enhance customer engagement and streamline operations
• Track distribution growth with CRM / ERP data systems
What We're Looking For
Experience & Knowledge
• Minimum 8-10 years of progressive commercial experience in the beverage industry
• Proven success in launching or scaling emerging beverage categories
• At least 5 years in management positions specifically related to on-trade sales
• Proven track record of exceeding sales targets in challenging market conditions
• Strong understanding of the Spanish drinks market, including regional differences and consumption patterns
• Experience managing and developing sales teams across multiple regions
• Strong local market networks and existing relationships with supermarkets, wholesalers, bars, restaurants, hotels, and distributors in Spain, particularly in Catalonia & Madrid.
• Fluency in Spanish and English
Skills & Competencies
• Outstanding leadership abilities with excellent interpersonal and communication skills
• Entrepreneurial mindset with comfort operating in high-growth, dynamic environments
• Strategic thinking with ability to translate market insights into actionable plans
• Exceptional relationship building skills with the ability to influence at senior levels
• Financial acumen with experience in budget management and P&L responsibility
• Passion for brand building and category innovation
• Ability to build and motivate high-performance sales teams
Location & Travel
• Position based in Barcelona or Madrid (Barcelona ideally, with flexibility)
• Extensive travel throughout Spain (approx. 50-60% of time)
• Occasional international travel for global meetings and events