Reformatory Lab | Sales Executive, Dubai

About Reformatory Lab

The Reformatory Lab is here to challenge the ordinary. Built around a passion for exceptional specialty coffee, great food and memorable experiences, we're bringing a fresh approach to coffee culture in the UAE.

But we're about more than what's in the cup. Behind every experience is a team of passionate, curious and creative people who care about quality, authenticity and doing things differently.

As The Reformatory Lab grows, we're looking for people who bring energy, personality and ideas to what they do — and who aren't afraid to challenge the status quo.

Join The Reformatory Lab and be part of a team that's raising expectations, creating memorable experiences and changing the way people think about coffee.

Role Purpose

Reformatory Lab is looking for a driven Sales Executive to support B2B and wholesale growth across Dubai's hospitality sector. Working under the Sales Manager, you'll help build and manage client relationships across HORECA accounts, support the sales pipeline, and contribute to hitting team sales targets

Key Responsibilities

• Support and help manage the B2B/wholesale sales pipeline across hotels, restaurants, cafés, and other HORECA accounts
• Identify new business leads and opportunities within the Dubai and UAE hospitality market
• Build and maintain relationships with client contacts (F&B managers, procurement teams, restaurant/café operators)
• Assist in contract discussions, pricing proposals, and terms agreements, escalating to the Sales Manager as needed
• Manage assigned accounts, ensuring client satisfaction and identifying opportunities for account growth
• Conduct regular client visits and site meetings across Dubai (own transport required)
• Meet individual sales targets set by the Sales Manager
• Maintain accurate records of sales activity, client interactions, and pipeline status in the CRM
• Follow up on leads, quotations, and orders in a timely manner
• Support the Sales Manager with market research, competitor tracking, and reporting
• Represent Reformatory Lab at client meetings, industry events, and trade shows as needed
• Coordinate with operations/production teams to ensure smooth order fulfillment and delivery
  
  

Qualifications

What you'll bring:

• Bachelor's degree or Equivalent
  
  

Experience

• Background in hospitality (F&B, hotel operations, catering, or related field) preferred
• Prior experience in B2B/wholesale sales, ideally within food & beverage or a related supply category
• Existing HORECA contacts/network in the UAE market is a plus
• Good negotiation and relationship-building skills
  
  

Skills And Competencies

• Target-driven with a strong work ethic and willingness to be out in the field
• Excellent communication, presentation, and relationship-building skills
• Self-motivated, target-driven, and comfortable working independently in the field
• Valid UAE driver's license required
  
  

Using GenAI in Your Application Process

To support a fair and consistent experience for all candidates, we ask that assessments and interviews are completed independently and without assistance from generative AI tools. This ensures we understand your strengths, your thinking, and how you approach real situations.

Why join Arada

At Arada, you'll have the opportunity to contribute to projects that transform communities while working alongside talented professionals in a culture that values innovation, collaboration and continuous growth. We are committed to creating an inclusive workplace where everyone has the opportunity to thrive and make a meaningful impact.

Equal Opportunity Statement

Arada is committed to creating a diverse and inclusive workplace. We welcome applications from all qualified individuals and make employment decisions based on merit, experience and business needs.