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, 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 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, cafés, 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, cafés, 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