We are looking for a commercially driven and experienced sales leader to lead and grow our business in Phuket and the Southern region, with a strong focus on the HORECA (Hotels, Restaurants & Bars) market.

The core purpose of this role is to drive regional sales performance, develop the sales team, expand key accounts, and strengthen Wine Pro's market presence through effective sales execution and long-term customer partnerships.

Key Responsibilities

Lead and drive regional sales performance to achieve revenue, margin, and growth targets
Manage, coach, and develop the regional sales team
Develop and execute regional sales plans, account strategies, and market priorities
Acquire and grow high-revenue hotel, restaurant, and key HORECA accounts
Drive portfolio penetration, including share of wine list, product mix, and by-the-glass placements
Build and maintain senior-level relationships with Owners, GMs, F&B Directors, Sommeliers, and key decision-makers
Negotiate pricing, commercial terms, contracts, and strategic agreements
Monitor sales performance, pipeline, customer activity, and market opportunities
Ensure effective execution of sales programs, promotions, and new product launches
Manage key account retention and contract renewals
Work closely with Management and other departments to support regional business growth

Qualifications

Experience

Proven experience in sales management within HORECA, wine & spirits, FMCG, or a related industry
Strong track record in achieving sales targets and growing regional business
Experience managing and developing a sales team
Established network within the hotel and restaurant industry, particularly in Phuket and the Southern region
Strong experience in key account management and commercial negotiations
Bachelor's degree required
WSET Level 2–3 or strong wine knowledge preferred

Skills

Strong leadership, coaching, and team management skills
Strong negotiation and objection-handling skills
Strategic account planning and commercial decision-making
Ability to sell value, not just price
Strong analytical skills with the ability to manage sales performance and priorities
Commercially disciplined, results-driven, and confident in senior-level meetings
Excellent relationship-building and communication skills

Location: Phuket

Salary: Negotiable

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Regional Sales Manager (Phuket)