Our client, a leading FMCG distribution company, is currently seeking a Sales Manager (HoReCa)
The Sales HoReCa Manager is responsible for driving sales growth of dairy products within the HoReCa (Hotels, Restaurants, Cafs, and Catering) channel. This role focuses on key account management, distributor coordination, and execution of channel-specific sales strategies to achieve volume, revenue, and market expansion targets.
Key Responsibilities
- Manage and grow assigned HoReCa accounts including hotels, restaurants, cafs, and catering companies
- Execute approved sales strategies, pricing policies, and promotional plans for the HoReCa channel
- Build and maintain strong relationships with chefs, purchasing managers, F&B teams, and distributors
- Negotiate product listings, pricing, and promotional activities within company guidelines
- Identify new business opportunities and onboard new HoReCa customers
- Support product launches, menu integration, and dairy application development with customers
- Monitor sales performance, forecasts, and customer demand trends
- Coordinate closely with internal teams such as Marketing, Supply Chain, and Finance
- Prepare regular sales reports, performance analysis, and market intelligence feedback
Required Qualifications
- Bachelor's degree in Business Administration, Marketing, Food Technology, or a related field
- 35 years of sales experience in FMCG or the food industry
- Proven hands-on experience in HoReCa or foodservice sales
- Good understanding of dairy products and foodservice operations
- Valid driving license (for field-based roles)
Skills & Competencies
- Strong relationship-building and key account management skills
- Effective negotiation, communication, and presentation abilities
- High level of commercial awareness and customer focus
- Ability to analyze sales data, forecasts, and performance metrics
- Self-motivated, target-driven, and well-organized with strong time-management skills
Key Performance Indicators (KPIs)
- Achievement of assigned sales targets and revenue growth
- Expansion and development of the HoReCa customer base
- Key account retention and customer satisfaction levels
- Successful execution of promotions, launches, and channel initiatives
