Sales Manager (HORECA) - Fresh Food Supply

About the role

FoodMax is looking for a Sales Manager to drive its fresh food supply business across the HORECA segment in Singapore, including food courts, cafés, independent restaurants, restaurant chains, hotels and central kitchens. The role owns sales performance, customer acquisition, account management and team leadership, aiming for sustainable revenue growth, strong cash collection and long-term customer partnerships.

Key responsibilities

• Sales strategy and business development: develop and run sales strategies, acquire new customers and expand revenue from key accounts, set and track monthly and quarterly targets, and monitor market trends and competitors.
• Key account management: manage and grow strategic HORECA accounts, act as escalation point for major issues, pricing and service matters, and work with internal teams on sourcing, pricing approvals and delivery.
• Credit control and revenue assurance: oversee credit evaluation and payment terms, ensure timely and accurate billing and collection, implement risk controls and resolve overdue accounts.
• Team leadership: lead, coach and manage the sales team, including hiring, onboarding and performance reviews; set KPIs for visits, pipeline and revenue; conduct field coaching and performance check-ins.
• Cross-functional collaboration: work with Procurement, Operations, Warehouse, Finance and Customer Service to align sales commitments with supply, inventory and logistics, and share market insights for product planning and pricing.

Required profile

• 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.