About the Role
The Sales Manager is responsible for driving FoodMax's fresh food supply business across the HORECA segment, including food courts, cafés, independent restaurants, restaurant chains, hotels, and central kitchens. This role owns sales performance, customer acquisition, account management, and team leadership, ensuring sustainable revenue growth, strong cash collection, and long-term customer partnerships in Singapore. HORECA refers to Hotels, Restaurants & Cafés, covering the broader Food & Beverage (F&B) and Hospitality sectors.
Key Responsibilities
1. Sales Strategy & Business Development
- Develop and execute sales strategies to grow FoodMax's HORECA customer base
- Drive new customer acquisition while expanding revenue from existing key accounts
- Set sales targets, track performance, and ensure achievement of monthly and quarterly goals
- Monitor market trends, competitor activities, and customer needs to refine sales approaches
2. Key Account & Relationship Management
- Manage and grow strategic HORECA accounts
- Act as senior escalation point for major customer issues, pricing discussions, and service matters
- Work closely with internal teams on product sourcing, pricing approvals, and delivery coordination
- Ensure high customer satisfaction and long-term retention
3. Credit Control & Revenue Assurance
- Oversee customer credit evaluation and payment terms
- Ensure timely and accurate billing and collection
- Implement risk control measures to minimize bad debt exposure
- Review aging reports and drive resolution of overdue accounts
4. Team Leadership & Performance Management
- Lead, coach, and manage the sales team, including hiring, onboarding, and performance reviews
- Set clear KPIs for daily visits, pipeline development, and revenue targets
- Conduct regular field coaching, ride-along visits, and performance check-ins
- Foster a results-driven, accountable, and collaborative team culture
5. Cross-Functional Collaboration
- Collaborate closely with Procurement, Operations, Warehouse, Finance, and Customer Service teams
- Align sales commitments with supply capability, inventory planning, and logistics execution
- Provide market and customer insights to support product planning and pricing strategies
Job Qualification
- Minimum 10 years of B2B sales experience in food, fresh produce, or F&B supply chain
- At least 5 years of sales team management experience
- Strong network and proven track record within Singapore's HORECA industry
