Sales Director - HORECA

About the Role

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.

Responsibilities

• Develop 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; develop annual sales plans, budgets, and performance targets.
• Build 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.
• Oversee relationships with strategic and high-value customers to ensure satisfaction, retention, and long-term partnership development; collaborate on joint business plans and resolve complex customer issues.
• Recruit, coach, mentor, and develop the HORECA sales team; establish clear KPIs, conduct performance reviews, and foster a culture of accountability and continuous improvement.
• Deliver sales revenue, profitability, and market share objectives; monitor sales pipeline and forecasting accuracy; prepare regular sales reports and strategic recommendations; drive pricing, promotional, and commercial initiatives.
• Work closely with Marketing, Supply Chain, Operations, Finance, and Product teams to support product launches, customer activations, promotional campaigns, and provide market insights for portfolio development.

Qualifications

• Bachelor's degree in Business Administration, Marketing, Hospitality Management, or a related field; MBA or relevant postgraduate qualification is an advantage.
• Fluent in Thai (written and spoken).
• 10+ 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 sectors.
• Demonstrated success in managing large accounts and delivering significant revenue growth; strong network within the HORECA industry.
• Experience leading and developing high-performing sales teams.

Additional Information

• Work arrangement: Onsite
• Employment type: Full-time