Duration

60 hours

Μοde of Delivery

On site, Online & On demand (providing additional support to the learning process)

Language of Delivery

Greek

Start Date

21 October 2026

Location

Athens, Greece

Description

The Executive Programme in HoReCa Sales & Commercial Management is a comprehensive commercial training programme designed for professionals, managers, and business owners in the HoReCa and FMCG sectors. The programme aims to enhance commercial performance by developing strategic thinking, leveraging data and key performance indicators (KPIs), and applying modern sales, marketing, and commercial management practices. Participants will develop the ability to transition from operational management to strategic commercial leadership, enabling them to drive profitability, sustainable growth, and long-term business success.

Monitoring Benefits

Benefits for Participants

Upon successful completion of the programme, participants will gain a comprehensive understanding of commercial management within the HoReCa industry, together with the practical skills required to improve business performance, profitability, and commercial effectiveness.

Participants will be able to:

  • Increase business profitability through strategic pricing and margin optimisation.
  • Drive sales growth and improve commercial performance across all HoReCa channels.
  • Strengthen cost control and enhance operational efficiency through effective cost-to-serve management.
  • Analyse and leverage Key Performance Indicators (KPIs) to support data-driven commercial decision-making.
  • Improve customer portfolio management and build stronger commercial relationships.
  • Transition from operational management to a strategic commercial mindset.

Business Benefits for the Organisation

The programme delivers tangible value to organisations by enabling them to:

  • Improve commercial performance in terms of sales growth and profitability.
  • Enhance the effectiveness of sales teams and commercial processes.
  • Optimise profit margins through more effective pricing strategies and commercial decision-making.
  • Reduce commercial losses through improved cost and resource management.
  • Strengthen decision-making by leveraging KPIs and market intelligence.
  • Foster a common commercial language across management, sales, and marketing teams.
  • Support the professional development of executives by strengthening their commercial and strategic capabilities.

Who it is addressed to

The programme is designed for professionals and organisations operating in the HoReCa sector who seek to strengthen their commercial performance, enhance profitability, and develop a more strategic approach to sales and commercial management.

HoReCa Business Owners & Senior Management

  • Owners of restaurants, bars, hotels, and catering businesses
  • General Managers and Operations Managers
  • Food & Beverage (F&B) Managers with commercial responsibilities

Commercial & Sales Executives

  • Sales Managers and Key Account Managers
  • Commercial executives within HoReCa organisations
  • Business Development Managers

Companies & Corporate Teams

  • Distribution and wholesale companies serving the HoReCa market
  • FMCG companies with a presence in the HoReCa channel
  • Trade Marketing professionals and commercial sales teams

Participant Profile

The programme is ideal for professionals who:

  • Manage sales operations, customer portfolios, or pricing strategies.
  • Play an active role in commercial decision-making.
  • Are responsible for revenue growth and business profitability.
  • Seek to transition from experience-based decision-making to a data-driven commercial management approach.

Lecturer

An accomplished Commercial Director with more than 30 years of continuous leadership experience, he is the founder of the sales training laboratory Voice for Sales and a regular commercial affairs analyst for leading Greek media outlets, including Star Channel, Real FM, and Alpha FM. Combining extensive executive experience with a strong academic background, he holds an MBA from Ascencia Business School, a Bachelor’s degree in Business Administration from the Hellenic Open University, and a Master of Education (M.Ed.) in Teaching Methodology and Pedagogy, with a specialization in Economics. His expertise bridges current business practice with academic insight, delivering a practical and strategically grounded perspective on commercial management.

Vangelis Takoulas serves as Purchasing Director at METRO Cash & Carry, where he has played a pivotal role in transforming the company from a traditional wholesale retailer into a fully integrated HoReCa supplier, combining wholesale stores, a structured sales network, and nationwide distribution. With extensive experience spanning procurement, operations, marketing, and the management of major commercial partnerships, he views the HoReCa sector not merely as a sales channel, but as a dynamic business ecosystem shaped by customer relationships, quality, operational efficiency, cost management, and customer experience.

Structure

The programme covers the following core modules:

  • The HoReCa Ecosystem & Market Psychology
  • Modern Sales Techniques & Strategic Networking (The Hunter & Farmer Approach)
  • HoReCa Marketing & Branding (Trade Marketing Focus)
  • Commercial Finance, Pricing & Profitability Management
  • Legal Framework, Commercial Contracts & Tender Management
  • Strategic Management, Data Analytics & Key Performance Indicators (KPIs)
  • Export Management & International HoReCa Markets

ACTA certification

The seminar is certified the quality of its subject matter, its training stuff, the way you are evaluated, but also for the quality of its material, with the Expert level Quality Training Label scheme by ACTA – Technovlastos of the Aristotle University of Thessaloniki.

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