Sales Manager - Food Service (HORECA)
Position: Sales Manager - Food Service (HORECA)
Department: Sales
Reports To: Head of Sales / Commercial Director
Job Purpose
To own and drive the HORECA sales strategy for a defined region/portfolio. You will be responsible for achieving aggressive sales growth targets by managing key accounts, developing new business, and leading a team of sales executives. Your focus will be on building deep, chef-led relationships and leveraging market insights to solidify our position as a preferred supplier in the premium segment.
Key Responsibilities
1. Strategic Sales Leadership & Growth:
- Develop and execute a comprehensive regional sales plan to achieve and exceed annual sales, profit, and market share targets.
- Own the entire sales cycle for key national and regional HORECA accounts (including chain hotels, restaurant groups, large catering companies, and prestigious independent establishments).
- Identify and penetrate new business opportunities to expand market reach and customer base.
- Analyze market trends, competitor activity, and customer needs to adapt strategies and introduce innovative sales approaches.
2. Relationship & Portfolio Management:
- Build and maintain strong, long-term strategic relationships with key decision-makers, including Executive Chefs, F&B Directors, and Procurement Heads.
- Act as a trusted advisor to chefs, understanding their culinary vision and presenting tailored solutions from our premium portfolio.
- Conduct regular business reviews with key accounts to ensure satisfaction, identify growth opportunities, and negotiate contracts.
- Champion new product launches and culinary promotions within the HORECA channel.
3. Team Leadership & Development:
- Lead, motivate, and develop a high-performing team of Food Service Sales Executives.
- Set clear individual targets, conduct regular coaching and performance reviews, and foster a culture of excellence and accountability.
- Organize and lead weekly sales meetings to review performance, share insights, and strategize.
4. Commercial & Operational Excellence:
- Utilize CRM and other reporting tools to provide sharp, accurate sales forecasts, pipeline analysis, and market intelligence reports to senior management.
- Ensure strict adherence to pricing policies and strategies to protect and improve gross margins.
- Collaborate closely with Marketing for sector-specific campaigns and with Supply Chain to ensure product availability and service levels.
- Ensure all team activities comply with company policies, credit control procedures, and health & safety regulations.
Qualifications & Experience
- Bachelor’s degree in Business Administration, Sales, Marketing, or a related field.
- Minimum of 7-10 years of proven sales experience within the Food Service / HORECA industry, with at least 3-5 years in a sales management role.
- Demonstrated success in managing key accounts and driving significant revenue growth.
- Established network of contacts with chefs and procurement within the hotel, restaurant, and catering sectors.
- Strong financial and business acumen with experience in budgeting, forecasting, and P&L management.
- Excellent leadership, communication, and negotiation skills.
- Proficient in CRM software (e.g., Salesforce) and MS Office Suite.
What We Offer
- A competitive salary and attractive performance-based bonus scheme.
- Company car/allowance and comprehensive benefits package.
- The opportunity to work with a premium portfolio and influential culinary clients.
- A dynamic and supportive work environment with significant career growth potential.
