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