Sales and Marketing Leader

The HORECA Sales Manager will be responsible for developing and growing premium Hotels, Restaurants, Cafes (HORECA) business for imported food brands. The role focuses on acquiring premium clients, building chef relationships, driving menu placements, and achieving sales targets.

This role requires strong relationship management skills, understanding of premium food products, and experience working with chefs and institutional buyers.
Key Responsibilities

Business DevelopmentIdentify and acquire premium HORECA clients
Develop relationships with Executive Chefs and Purchase Managers
Drive new business opportunities across Hotels, Restaurants, Cafes
Expand presence in premium dining and luxury hospitality
Sales & Revenue GrowthAchieve monthly and quarterly sales targets
Increase average order value and product penetration
Drive repeat business and long-term partnerships

Introduce new premium imported brands
Key Account ManagementManage top premium clients
Conduct regular account reviews
Build strong chef relationships
Handle pricing and negotiations
Product Promotion & SamplingConduct product presentations and tastings
Arrange chef trials and sampling
Push menu placement opportunities
Promote premium positioning of brands
Market IntelligenceMonitor competitor brands
Track pricing trends
Identify new opportunities
Provide market feedback to management
Order & ExecutionCoordinate with operations for timely delivery
Ensure stock availability
Monitor customer satisfaction
Handle escalations and complaints

Target Customers
5 Star Hotels
Fine Dining Restaurants
Premium Cafes
Boutique Hotels
Catering Companies
Premium Bakeries & Patisseries
Airline Catering
Corporate Dining

Experience Required4–8 years in HORECA / Food Service Sales
Experience in Imported / Premium Food preferred
Existing HORECA network preferred
Experience handling chefs and hotel procurement
Key SkillsStrong relationship building
Negotiation skills
Understanding of premium food products
Market development capability
Account management
Communication and presentation skills
EducationGraduate (MBA preferred but not mandatory)
Hospitality background is a plus

KPIs / Performance Metrics
New premium accounts opened
Monthly sales revenue
Repeat order frequency
Average order value
SKU penetration
Key account growth
Chef relationships
Travel RequirementExtensive field visits
Daily market visits

Client meetings and tastings