Sales Executive – HORECA Channel

About the role

We are looking for a dynamic Sales Executive to grow our HORECA channel in Singapore, focusing on hotels, cafés and restaurants. You will drive coffee and equipment sales, build strong client relationships and contribute to the company’s revenue targets.

Key responsibilities

• Develop the HORECA channel by targeting hotels, cafés and restaurants for coffee and equipment sales.
• Collaborate with senior management to shape strategic marketing plans.
• Manage trade accounts receivable and proactively monitor A/R aging.
• Identify and secure new clients while nurturing existing accounts to meet revenue targets.
• Analyse market trends and devise strategies that support business development.
• Maintain deep product and service knowledge to assist both potential and current clients.
• Achieve sales targets and KPIs set by senior management.
• Provide weekly reports on sales activities to evaluate effectiveness.
• Perform ad‑hoc duties as required.

Required profile

• Minimum 2 years of FMCG sales experience in the F&B/HORECA sector.
• Proven track record of meeting sales targets.
• Ability to work independently and as part of a team.
• Strong interpersonal and communication skills.
• Positive, proactive attitude with a results‑oriented mindset.

Required skills

• Knowledge of coffee and related equipment.

What we offer

• Permanent employment contract.
• Competitive monthly salary range of SGD 3,000 – 4,000.
• Opportunities for professional growth within a fast‑moving FMCG environment.