The Sales Director – HORECA is responsible for leading the company's sales strategy, business development, and revenue growth within the Hotels, Restaurants, Cafés, Catering, and Food Service sectors. This role will drive market expansion, build strategic customer relationships, manage key accounts, and lead a high-performing sales team to achieve ambitious growth targets.
The ideal candidate possesses deep knowledge of the HORECA industry, strong commercial acumen, and a proven track record of delivering sustainable sales growth in food, beverage, FMCG, hospitality, or related sectors.
Key Responsibilitie
sStrategic Leadershi
- pDevelop and execute the HORECA sales strategy aligned with company growth objectives
- .Identify new market opportunities, customer segments, and revenue streams
- .Analyze market trends, competitor activities, and customer needs to maintain a competitive advantage
- .Develop annual sales plans, budgets, and performance targets
.Business Developmen
- tBuild and maintain strong relationships with key decision-makers across hotels, restaurant chains, catering companies, cafés, and food service operators
- .Identify, negotiate, and secure new business opportunities and strategic partnerships
- .Lead contract negotiations and commercial discussions with major accounts
- .Expand distribution channels and increase market penetration
.Key Account Managemen
- tOversee relationships with strategic and high-value customers
- .Ensure excellent customer satisfaction, retention, and long-term partnership development
- .Collaborate with customers to develop joint business plans and growth initiatives
- .Resolve complex customer issues and ensure service excellence
.Sales Team Leadershi
- pRecruit, coach, mentor, and develop the HORECA sales team
- .Establish clear KPIs and performance metrics
- .Conduct regular performance reviews and sales effectiveness assessments
- .Foster a culture of accountability, collaboration, and continuous improvement
.Revenue & Performance Managemen
- tDeliver sales revenue, profitability, and market share objectives
- .Monitor sales pipeline, forecasting accuracy, and business performance
- .Prepare regular sales reports and strategic recommendations for senior management
- .Drive pricing, promotional, and commercial initiatives to maximize profitability
.Cross-Functional Collaboratio
- nWork closely with Marketing, Supply Chain, Operations, Finance, and Product teams to ensure alignment and execution
- .Support product launches, customer activations, and promotional campaigns
- .Provide market insights to support innovation and portfolio development
.
Qualifications & Experien
- ceBachelor's degree in Business Administration, Marketing, Hospitality Management, or a related fiel
- d.MBA or relevant postgraduate qualification is an advantag
- e.Fluent in Thai in Both Written and Speaki
ngExperien
- ce10+ years of progressive sales experience, including at least 5 years in a senior leadership role within the HORECA, Food Service, FMCG, Food & Beverage, or Hospitality sector
- s.Demonstrated success in managing large accounts and delivering significant revenue growt
- h.Strong network within the HORECA industr
- y.Experience leading and developing high-performing sales team
s.
