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.

Sales Manager - Food Service (HORECA) jobs

Sales Manager - Food Service (HORECA)