Sales Manager Food Service (HORECA) experience

Role Summary

Own the end-to-end sales performance for the HORECA channel (Hotels, Restaurants, Cafés/Catering). Build and lead the sales team, drive distributor performance, win menu listings, and deliver sustainable growth in revenue, margin, and distribution across Thailand.

Key Responsibilities

• Channel & Account Strategy: Define annual HORECA plan by sub-channel (hotels, restaurant chains, catering, cafés). Segment accounts, set coverage model, and prioritize growth bets.

• New Business & Pipeline: Prospect chef networks, culinary teams, F&B directors; secure trials, menu listings, and LTOs. 

• Key Account Management: Negotiate trading terms, pricing, volume rebates, and menu placement with chains and hotel groups. Manage JBP and quarterly reviews.

• Distributor Management: Appoint/coach distributors; set targets, listing/availability, inventory health, and joint field rides; track execution with scorecards.
• Forecasting & S&OP: Own demand signals from HORECA; submit rolling forecasts, track fill rate, and manage promo volumes with Supply/Finance.

  Pricing & Profitability: Manage price ladders, pack mix, and trade spend to deliver gross margin and NSV targets; prevent price leakages

  In-Outlet Execution: Ensure coverage, planograms (where relevant), menu visibility, POSM deployment, and compliance with food safety.

• Cross-Functional: Partner with Marketing/NPD on channel packs, specs, certifications (Halal/GMP), and launches relevant to chefs and kitchens.

• Team Leadership: Recruit, coach, and performance-manage KAM/AE; run weekly WBRs, pipeline reviews, and field coaching.

• Governance & CRM: Maintain accurate data in CRM (visits, opportunities, quotations, conversions) and comply with company policies.

Qualifications

• 10 years in Food Service/HORECA sales in Thailand (dairy, cheese, meats, bakery, frozen, ambient, ingredients, etc.); strong chef/F&B network.

• Proven track record winning chain accounts/hotel groups and managing distributors.

• Solid commercial acumen (pricing, P&L, trade terms) and structured pipeline management.

• People leadership experience (hiring, coaching, performance management).

• Comfortable with kitchen trials and culinary conversations; technical product knowledge a plus.

• Tools: Excel/Sheets, PowerPoint/Slides, CRM (e.g., Salesforce), basic BI dashboards.

• Languages: Thai (native) & English (working proficiency).

• Bachelors degree required; culinary/food science or MBA is a plus.

  Willing to travel 4060% nationwide; flexible for evening tastings when needed.