National HORECA Manager

About the Role

The National HORECA Manager is responsible for implementing commercial business plans in the assigned area, focusing on priority channels to deliver channel growth based on customer/consumer requirements. Expand and develop business to achieve sales volume and market share and provide merchandising, promotion and business development recommendations in collaboration with Marketing and Trade Marketing.

Responsibilities

• Budgeting & Control: Lead annual HORECA sales budget development (sales target, market share, margin, sales reduction, trade A&P, manpower); allocate budgets and targets; control implementation, analyze variances, identify opportunities/risks and develop contingency plans; oversee channel CDPs and propose trade spending efficiency; control customers' budget per performance.
• Sales, Distribution & Forecasting: Implement annual portfolio including NPD and channel execution plans; manage master visit plan and execute business expansion to meet distribution targets; identify and secure new outlets (contract & non-contract) with DG team; negotiate customer contracts (prices) and maximize portfolio distribution; achieve and monitor sales volume and distribution targets; coach/train CDPs and coordinate Brand Presenters and Trade Marketing for larger projects.
• Business Information & Intelligence: Monitor market, competition, counterfeiting, wholesalers, retailers, customers and consumer trends; maintain contact with contract and non-contract customers to explore opportunities.
• Category Management: Apply investment package and activity guidelines per segment; assist Trade Marketing in testing value-added services to ensure adaptation of PRT offer to each customer touchpoint.
• Activation & Visibility: Coordinate with Marketing to agree brand assortment per customer and ensure distribution targets; convince outlet owners to use promotional budgets; recommend and organize PR/actions and/or animations (tasting, special price offers, FOC bottles, raffle/contest, theme nights, private nights); coordinate Brand Presenters during events; evaluate rented displays and recommend reallocation; ensure compliant sales-driving activities and ongoing monitoring with improvement recommendations.
• People Management: Motivate and coach subordinates, share knowledge, monitor and evaluate performance, recommend promotions/bonuses/competency gradings; conduct one-on-one reviews to identify training and development needs; maintain succession and individual career plans.
• Sales Reporting & Planning: Monitor and report achievement of sales targets, off-take (PRT & competitors) and A&P budget; lead forecasting process and S&OP (Anaplan) to ensure smooth ordering and adequate stocks; oversee retailers' data management, competitive watch and shopper insight, and inform stakeholders with recommendations.
• Strict compliance with and implementation of sustainability & responsibility programs.

Qualifications

• Minimum bachelor’s degree in Sales, Marketing or Business.
• At least 10 years in Sales (preferably HORECA or key account management) including 5 years at management level.
• Experience in FMCG sales preferable.
• Good Business English and computer literacy.
• Knowledge of sales fundamentals.
• Effective communication, presentation, negotiation, problem solving, interpersonal and analytical skills; initiative, assertiveness and result orientation.
• Understanding of Thai nightlife environment and of sales/market in alcoholic business or related field.