HORECA Sales Director

About the Role

Report to: Chief Executive Officer (CEO)

We are looking for a strategic, analytical, and coaching-oriented sales leader to lead and drive our nationwide HORECA (Hotels, Restaurants & Bars) sales strategy with full P&L responsibility for the HORECA division.

Key Responsibilities

• Develop and execute national sales strategies aligned with company objectives; drive sustainable revenue growth, market expansion, and new account acquisition; own the P&L of the HORECA business division, managing gross margin and profitability; provide strategic recommendations to CEO based on data analysis and market insights
• Set clear sales objectives, targets, and KPIs; use data to diagnose underperformance at account, territory, and individual level and take corrective action; deliver accurate sales forecasts and management reports to CEO on a regular cadence
• Recruit, onboard, train, and coach sales staff; conduct field ride-alongs to model best practices; run structured one-on-ones, pipeline reviews, and deal coaching; build individual development plans and implement performance improvement plans when needed
• Develop and execute commercial programs, events, and promotional activities; track market trends, competitor pricing and strategies; identify new business opportunities and market gaps; strengthen relationships with key HORECA accounts and strategic partners

Qualifications

• 7+ years in B2B sales with at least 3 years leading a sales team; HORECA, wine, or F&B industry experience strongly preferred
• Proven track record of achieving sales targets and driving revenue growth at national or multi-regional level; demonstrated success building, coaching, and retaining high-performing sales teams
• P&L ownership experience; comfortable with budgets, margin analysis, and financial reporting
• Bachelor’s degree in Business, Marketing, Hospitality, or related field; MBA is a plus; wine certification (WSET Level 2–3) or strong wine knowledge is a significant advantage
• Coaching-first leadership style; analytical and data-driven; strategic thinker with strong commercial acumen; excellent negotiation, communication, and presentation skills; proficient with CRM systems and sales analytics tools; excellent command of English

How We Measure Success

• Annual sales revenue and growth targets achieved
• Increase in active HORECA accounts nationwide
• Gross margin improvement and HORECA division P&L performance
• Sales team KPI achievement rate, team productivity, and retention of high-performing sales leaders
• Accuracy and timeliness of sales forecasts and management reports

Location

Based in Bangkok (nationwide travel required)

Compensation

Negotiable

Additional Information

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