Sales Manager (HoReCa / Vending / Distribution)

Key Responsibilities

Sales Strategy & Growth

• 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.

Team Management

• 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.

Key Account Management

• 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.

Sales Operations & Coordination

• 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.

Pricing Strategy & Budget Control

• 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.

Ad-Hoc Duties

• 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 manufacturing industry.
• 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.