WE ARE HIRING: General Manager – Sales

Location: Colombo, Sri Lanka
Employment Type: Full time
Company Industry: HORECA Supplies, OS&E, Trading and Distribution

Role Overview

We are seeking a commercially driven and strategic General Manager – Sales to lead the complete sales function across HORECA, Modern Trade, B2B, distribution, and project channels.

The selected candidate will be responsible for revenue and gross profit performance, category growth, sales pipeline conversion, pricing, forecasting, inventory alignment, collections, customer satisfaction, and team development across a broad portfolio of hospitality operational supplies and equipment.

Key Responsibilities

• Develop and execute sales strategies across HORECA, Modern Trade, B2B, distribution, and project channels.
• Drive revenue growth, gross profit, category penetration, and market expansion.
• Lead sales execution across multiple product categories, including drinkware, flatware, diningware, buffetware, linen, housekeeping supplies, room amenities, utensils, storage solutions, and barware.
• Develop category-specific sales plans, pricing frameworks, supplier rate cards, and margin targets.
• Establish a structured account management framework for hotel groups, restaurant chains, caterers, supermarkets, institutional buyers, and distribution accounts.
• Identify opportunities to increase the value generated from each client through cross-selling and upselling.
• Lead the acquisition of hotel pre-opening, refurbishment, renovation, and bulk OS&E supply projects.
• Manage the sales pipeline using a CRM system and provide management with clear visibility of opportunities, quotations, orders, and conversion status.
• Own the three-month rolling sales forecast and continuously improve forecast accuracy.
• Develop and maintain master price lists with clear commercial terms and pricing structures.
• Ensure pricing remains competitive while protecting margins and profitability.
• Collaborate with Supply Chain to align sales forecasts with procurement, stock availability, supplier lead times, and inventory planning.
• Ensure efficient inventory turnover and minimize slow-moving or excess stock.
• Manage customer credit terms, debtor accounts, and timely payment collection.
• Ensure orders are delivered on time and in full through effective coordination with Supply Chain, Operations, Finance, and internal support teams.
• Manage sample distribution, utilization, tracking, and conversion.
• Build and maintain strong relationships with hotel groups, restaurant chains, caterers, Modern Trade buyers, and institutional clients.
• Gather structured customer feedback and use insights to improve service delivery and account performance.
• Monitor competitor activity, market trends, customer needs, and industry developments.
• Identify new distribution channels, export opportunities, and institutional market segments.
• Support brand-building activities, trade events, product showcases, and market-development initiatives.
• Work closely with Category and Product Management teams to align supplier strategies with sales execution.
• Negotiate sustainable commercial agreements with key customers and business partners.
• Prepare sales reports, forecasts, performance dashboards, and management presentations.

Team Leadership

• Lead, coach, and develop Key Account Managers, Pre-Sales teams, Quantity Surveying teams, and supporting sales personnel.
• Build a high-performing sales team with strong knowledge of HORECA supplies and multiple product categories.
• Establish clear KPIs, targets, and accountability across all sales channels.
• Conduct structured training in account management, costing, pricing, negotiation, demand planning, and product knowledge.
• Implement regular sales performance reviews aligned with business objectives.
• Promote a culture of accountability, ownership, collaboration, and high performance.
• Support recruitment, onboarding, succession planning, and capability development within the sales function.

Candidate Profile

• Minimum 10 years of B2B sales experience.
• Minimum 3 years of experience in a sales leadership role, managing a team of three or more employees.
• Experience in HORECA supplies, hospitality distribution, trading, importing, or multi-category distribution is required.
• Proven experience managing hotel, restaurant, institutional, supermarket, or distribution accounts.
• Demonstrated accountability for revenue, gross profit, margins, collections, or sales P&L.
• Experience managing multiple product categories or SKU-intensive portfolios.
• Strong understanding of hotel and restaurant procurement cycles, operational supplies, and pre-opening or renovation requirements.
• Proven ability to cross-sell multiple categories and grow customer wallet share.
• Experience developing pricing frameworks, managing supplier rate cards, and protecting margins.
• Strong CRM, sales pipeline, forecasting, and performance-management experience.
• Good understanding of import logistics, supplier negotiation, inventory turnover, and order fulfilment.
• Modern Trade or supermarket account-management experience will be an advantage.
• Experience selling OS&E, tableware, glassware, flatware, linen, housekeeping supplies, room amenities, or related hospitality products will be strongly preferred.
• Experience managing hotel pre-opening, renovation, or bulk supply projects will be an advantage.
• Degree or professional qualification in Business Management, Marketing, Sales, Hospitality Management, or a related field.
• MBA, CIM, SLIM, or an equivalent professional qualification will be an advantage.
• Excellent leadership, negotiation, presentation, communication, and stakeholder-management skills.
• Strong commercial judgment, analytical ability, and decision-making capability.
• Ability to collaborate effectively with Sales, Pre-Sales, Category Management, Supply Chain, Finance, Operations, and Procurement teams.
• Proficiency in CRM systems and Microsoft Office applications.
• Willingness to travel to the Maldives, client locations, and regional export markets when required.
• Results-oriented, accountable, and capable of leading a large, multi-channel sales operation.

Ready to take your career to new heights?

We're InTalent Asia, your recruitment partner in Sri Lanka, and we've got an exciting opportunity for you! Our client is looking for a dynamic individual to fill the role of General Manager – Sales.

Apply now and see how you can be the perfect fit for this exclusive position!

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