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