Job DescriptionJob TitleSales Manager - HORECA (Food Service)Role OverviewThe Sales Manager - HORECA is responsible for leading, managing, and expanding sales operations within the Hotel, Restaurant, Café, 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 ResponsibilitiesSales Leadership & Team ManagementLead, manage, and mentor junior and senior sales executives within the HORECA teamDefine, implement, and monitor sales KPIs with full accountability for team performanceTake ownership of departmental Profit & Loss (P&L)Set clear monthly, quarterly, and annual sales targetsConduct regular sales meetings, performance reviews, and joint field visitsProvide ongoing coaching and training to enhance selling skills and product knowledgeEnsure discipline, accurate reporting, and compliance with company sales policiesSales & Business DevelopmentDevelop and execute sales strategies to grow HORECA revenuesIdentify and secure new business opportunities across hotels, restaurants, cafés, catering companies, and institutional clientsManage and expand key accounts to ensure long-term partnerships and sustainable growthDrive product listings, menu placements, and promotional activationsBusiness Development & Market ExpansionBuild a strong pipeline of new accounts and convert leads into long-term customersExpand distribution for beverages, ice creams, frozen products, and impulse FMCG itemsExplore new channels, partnerships, and strategic alliances within the HORECA ecosystemSupport product launches, seasonal promotions, and menu integrationsKey Account ManagementManage relationships with key HORECA chains and high-volume customersNegotiate pricing, contracts, commercial terms, and promotional agreementsEnsure high levels of customer satisfaction, retention, and repeat businessCoordinate with operations, supply chain, and finance teams to ensure smooth order fulfillmentHandle customer escalations and service issues professionallySales Strategy & PlanningDevelop and implement HORECA-specific sales strategies aligned with business objectivesAnalyze market trends, competitor activity, pricing, and consumer behaviorPrepare sales forecasts, budgets, and growth plansDrive volume growth, revenue, market share, and brand visibilityOptimize product mix and profitability across HORECA segmentsProduct & Category ManagementPromote and sell beverages, ice creams, frozen desserts, and related FMCG food productsEnsure strong product knowledge across the sales team, including usage, storage, and applicationsWork closely with marketing on promotions, tastings, and activationsSupport customers with menu integration, product pairing, and upselling opportunitiesReporting & Performance MonitoringTrack daily, weekly, and monthly sales performancePrepare sales reports, market feedback, and management presentationsMonitor distributor performance, stock movement, and credit controlUse data-driven insights to improve sales efficiency and decision-makingCandidate ProfileEducationBachelor's degree in Business Administration, Marketing, Sales, or a related fieldMBA or relevant professional certification is an advantageExperience15+ years of sales experience within FMCG and HORECAProven experience in beverages, ice cream, frozen foods, dairy, or related food categoriesStrong background in business development and team leadershipExperience working with distributors, wholesalers, and direct HORECA clientsEstablished network across hotels, restaurants, cafés, and catering businessesConsistent track record of achieving and exceeding sales targetsSkills & CompetenciesStrong leadership and people management capabilitiesExcellent negotiation, communication, and presentation skillsDeep understanding of the HORECA and foodservice marketStrategic thinker with strong hands-on execution abilityAnalytical mindset with the ability to translate data into actionable insightsCustomer-focused, result-oriented, and proactiveLanguage & Other RequirementsExcellent spoken and written EnglishValid driving licenseAbility to work independently in a fast-paced environment
