On-Trade/ Horeca Sales Manager

Job Description

About the role:

Responsible for leading the On Trade (Horeca) and B2B business (Corporate Customers) to deliver revenue growth, market expansion, and a strong premium brand presence across key accounts.
The role focuses on building sustainable customer partnerships within luxury hospitality, fine dining, premium bars, and corporate clients; while developing a capable, high-performing sales team that executes with excellence and brand integrity.

1. Sales Strategy & Execution

• Develop and execute annual, quarterly, and monthly sales plans for On Trade and B2B channels to achieve revenue and profit objectives.

• Coordinate with internal stakeholders to design and implement trade programs that drive sales and brand visibility.

• Conduct market research and competitive analysis to identify growth opportunities and new territories.

• Ensure effective deployment of company and brand plans across the sales team to guarantee proper execution and alignment.

• Regularly review business performance, propose corrective actions, and ensure timely delivery of results.

2. Customer Management & Development

• Build and strengthen long-term partnerships with Horeca and B2B customers (hotels, restaurants, bars, clubs, corporate clients, etc.).

• Develop business plans and joint business initiatives with key customers to increase product demand and revenue.

• Search, evaluate, and propose new distributors or partners for expansion; conduct periodic performance assessments and propose continuation or termination as needed.

• Ensure proper execution of all operational tasks with distributors/customers: delivery, stock management, equipment, and reporting systems.

• Maintain a strong market presence to identify customer needs, resolve issues, and explore new business opportunities.

3. Team Leadership & Performance Management

• Lead, coach, and develop the sales team to achieve individual and collective KPIs.

• Build clear sales structures, define responsibilities, and monitor performance on a weekly/monthly basis for timely support.

• Provide training on product knowledge, consultative selling, and professional working standards.

• Motivate the team to maintain high performance, discipline, and collaboration spirit.

• Develop recognition and reward systems to encourage excellence and accountability.

4. Sales Operations & Tools

• Develop and optimize sales management tools and procedures to enhance efficiency and visibility.

• Monitor sales data, track performance indicators (sales growth, coverage, new accounts, activation rate, AR management).

• Coordinate with Finance and Supply Chain to ensure proper stock levels, on-time delivery, and accurate forecasting.

• Prepare regular sales and market performance reports for management review.

5. Cross-functional Collaboration

• Work closely with Marketing, Supply Chain, and Retail teams to ensure consistent implementation of trade and brand programs.

• Support customer activations, brand events, and corporate programs to enhance premium brand experience.

• Ensure compliance with all company policies and local regulations in sales operations.

6. Other Tasks

• Perform other assignments required by Head of Sales or Board of Directors to support business development and organizational growth.

Job Requirement

You have:

• University Graduate, preferably in Business Administration, Economics and Foreign Trade
• Have at least 3 - 5 years of working as same position in FMCG, F&B, Tobacco, or Wine & Beer industry.
• Experienced in dealing with 5* Hotel (Strongly preferred), expand corporate customers.
• Team skills & leadership skills
• Making decision & problem-solving skills
• Effective presentation skill
• Negotiation skill

Competencies:

• Planning & achieving: Set smart objectives and work towards achieving these goals.
• Positive attitude & Self Belief: Should be a good listener, confident, builds good customer relation & have positive approach towards customers, subordinates and the company.
• Problem Solving: analyze issues from different views and find solutions.
• Analytical: Should be good in analyzing figures and data and taking decisions accordingly.
• Good Motivator: should Motivate the Sales team to achieve company and personal goals.