Job Description

Job Title
Sales Manager - HORECA (Food Service)
Role Overview
The Sales Manager - HORECA is responsible for leading, managing, and expanding sales operations within the Hotel, Restaurant, Cafe, and Catering segment. The role focuses on sales leadership, business development, key account management, and market expansion, particularly across beverages, ice creams, frozen desserts, and related FMCG food products.
The ideal candidate will bring strong FMCG and HORECA experience, a proven track record of revenue growth, and the ability to lead high-performing sales teams while driving strategic market expansion.
Key Responsibilities
Sales Leadership & Team Management
Lead, manage, and mentor junior and senior sales executives within the HORECA team
Define, implement, and monitor sales KPIs with full accountability for team performance
Take ownership of departmental Profit & Loss (P&L)
Set clear monthly, quarterly, and annual sales targets
Conduct regular sales meetings, performance reviews, and joint field visits
Provide ongoing coaching and training to enhance selling skills and product knowledge
Ensure discipline, accurate reporting, and compliance with company sales policies
Sales & Business Development
Develop and execute sales strategies to grow HORECA revenues
Identify and secure new business opportunities across hotels, restaurants, cafes, catering companies, and institutional clients
Manage and expand key accounts to ensure long-term partnerships and sustainable growth
Drive product listings, menu placements, and promotional activations
Business Development & Market Expansion
Build a strong pipeline of new accounts and convert leads into long-term customers
Expand distribution for beverages, ice creams, frozen products, and impulse FMCG items
Explore new channels, partnerships, and strategic alliances within the HORECA ecosystem
Support product launches, seasonal promotions, and menu integrations
Key Account Management
Manage relationships with key HORECA chains and high-volume customers
Negotiate pricing, contracts, commercial terms, and promotional agreements
Ensure high levels of customer satisfaction, retention, and repeat business
Coordinate with operations, supply chain, and finance teams to ensure smooth order fulfillment
Handle customer escalations and service issues professionally
Sales Strategy & Planning
Develop and implement HORECA-specific sales strategies aligned with business objectives
Analyze market trends, competitor activity, pricing, and consumer behavior
Prepare sales forecasts, budgets, and growth plans
Drive volume growth, revenue, market share, and brand visibility
Optimize product mix and profitability across HORECA segments
Product & Category Management
Promote and sell beverages, ice creams, frozen desserts, and related FMCG food products
Ensure strong product knowledge across the sales team, including usage, storage, and applications
Work closely with marketing on promotions, tastings, and activations
Support customers with menu integration, product pairing, and upselling opportunities
Reporting & Performance Monitoring
Track daily, weekly, and monthly sales performance
Prepare sales reports, market feedback, and management presentations
Monitor distributor performance, stock movement, and credit control
Use data-driven insights to improve sales efficiency and decision-making
Candidate Profile
Education
Bachelor's degree in Business Administration, Marketing, Sales, or a related field
MBA or relevant professional certification is an advantage
Experience
15+ years of sales experience within FMCG and HORECA
Proven experience in beverages, ice cream, frozen foods, dairy, or related food categories
Strong background in business development and team leadership
Experience working with distributors, wholesalers, and direct HORECA clients
Established network across hotels, restaurants, cafes, and catering businesses
Consistent track record of achieving and exceeding sales targets
Skills & Competencies
Strong leadership and people management capabilities
Excellent negotiation, communication, and presentation skills
Deep understanding of the HORECA and foodservice market
Strategic thinker with strong hands-on execution ability
Analytical mindset with the ability to translate data into actionable insights
Customer-focused, result-oriented, and proactive
Language & Other Requirements
Excellent spoken and written English
Valid driving license
Ability to work independently in a fast-paced environment

Skills Required