Sales Manager (Horeca/ Distribution/ Vending) - #1110488

Key Responsibilities

• Develop and execute sales strategies to achieve monthly and annual targets across HoReCa, vending, and distribution channels.

• Acquire new clients across local markets, including restaurants, caterers, institutions, vending partners, and distributors.

• Monitor market trends and suggest new business opportunities, channels, and product placements.

• Take full ownership of sales performance, client pipeline, and growth initiatives.

• Lead and guide the sales team, including executives, merchandisers, and promoters.

• Set clear KPIs, provide coaching, and motivate the team to meet sales and execution targets.

• Conduct regular training, performance reviews, and create SOPs to strengthen team capabilities.

• Manage and grow key accounts in HoReCa, foodservice, vending, and distributor networks.

• Lead negotiations on pricing, contract terms, and product listings.

• Ensure effective execution of trade promotions and maintain strong brand presence at customer touchpoints.

• Coordinate with internal teams (marketing, logistics, operations, production) to align stock, order fulfilment, and campaign rollout.

• Develop and implement internal systems for tracking sales activities, quotations, order processes, and client servicing.

• Prepare and present regular sales performance reports and market insights to management.

• Propose pricing strategies that align with business goals and market competitiveness.

• Work with the finance team to monitor margins and profitability across channels.

• Manage channel budgets for sampling, trade promotions, and activation activities.

• Support special projects or assignments as directed by the Business Development Director or Managing Director.

• Take on additional responsibilities that contribute to business growth and operational efficiency.

Requirements

• Diploma or Degree in Business, Sales, Marketing, or a related field.

• Minimum 5 years of sales experience in the frozen food, FMCG, or food manufacturingindustry.

• Proven track record in managing HoReCa, distributors, and vending accounts for chilled/frozen products.

• Experience leading a sales team and building internal sales systems or SOPs.

• Familiar with cold chain logistics, storage, and delivery requirements.

• Understanding of product shelf life, handling, and placement for frozen food.

• Strong leadership and team management skills.

• Excellent communication, negotiation, and relationship-building abilities.

• Strategic and analytical thinking, with hands-on execution capabilities.

• Proficiency in sales reporting tools (Excel, CRM, or inventory platforms).

• Self-motivated, organised, and results-oriented.

• Able to multitask and perform in a fast-paced, growing environment.

• Willing to travel locally for client meetings, sampling, or site visits.

• Possessing own transport is an advantage.