Job description

Job Title: Sales Executive – Food & Beverages (HORECA & Modern Trade)

Location: United Arab Emirates (UAE)

Industry: Food & Beverage (F&B) / Fast-Moving Consumer Goods (FMCG)

Reports To: Sales Manager / Area Sales Manager

Job Summary

We are seeking an aggressive, results-driven Sales Executive with extensive hands-on experience in both HORECA (Hotels, Restaurants, Cafés, Catering) and Modern Trade (Hypermarkets, Supermarkets, Co-ops) channels across the UAE. The ideal candidate will leverage existing network connections with chefs, procurement managers, and retail category buyers to expand product distribution, maximize shelf space, secure corporate listing agreements, and hit aggressive volume targets.

Key Responsibilities

1. HORECA Channel Management

• Business Development: Prospect and onboard new HoReCa accounts including 4/5-star hotels, high-end restaurants, cloud kitchens, and catering companies across the Emirates.
• Relationship Management: Build deep, trust-based partnerships with Executive Chefs, F&B Directors, and Procurement Managers to ensure our products are preferred in menus and kitchens.
• Menu Engineering & Trials: Organize product tastings, demonstrations, and culinary trials to present technical or quality advantages of our F&B portfolio.

2. Modern Trade Channel Management

• Key Account Execution: Maintain operational relationships with store managers and category buyers at major retail chains (e.g., Carrefour, Lulu, Spinneys, Choithrams).
• Merchandising & Visibility: Ensure optimal product visibility, share of shelf, and execution of planograms at the store level.
• Promotional Execution: Implement off-shelf displays, end-caps, and seasonal trade marketing activations to maximize consumer off-take.

3. Operational Excellence & Strategy

• Pipeline & Forecasting: Track daily sales activities, outstanding opportunities, and client orders via CRM tools. [
• Collections Management: Take ownership of credit control by ensuring timely payment collections from accounts in strict compliance with company credit policies.
• Market Intelligence: Monitor competitor pricing, listing strategies, and new product launches, providing immediate feedback to management.

Requirements & Qualifications

• Experience: Minimum 2 to 5 years of proven F&B sales experience within the UAE market, simultaneously handling HORECA and Modern Trade portfolios.
• Local Network: A strong, verified active database of hospitality buyers and retail category managers in the UAE.
• Mobility: Must possess a valid UAE Driving License and a personal vehicle (fuel/travel allowances provided).
• Language Skills: Fluent command of English is mandatory. Fluency in Arabic or Hindi/Urdu is highly advantageous for regional trade communication.
• Product Knowledge: Solid understanding of food storage categories (frozen, chilled, ambient, or dry goods depending on the inventory).
• Education: Bachelor’s degree in Business, Marketing, Hospitality Management, or a related field.

Skills

A Sales Executive in the UAE's HORECA and Modern Trade sectors must combine strategic relationship management with tactical commercial execution. Success requires driving product listings and bulk sales across major retail chains, hotels, and catering companies. Critical skill sets include:

1. Modern Trade (Hypermarkets & Supermarkets)

• Key Account Management: Building relationships with buyers and category managers at key retailers.
• Space & Merchandising Optimization: Negotiating prime shelf space, end-caps, and secondary displays.
• Trade Marketing Execution: Planning, deploying, and tracking in-store promotions, sampling, and discounting campaigns.

2. HORECA (Hotels, Restaurants, & Cafes)

• B2B Solution Selling: Pitching food, beverage, or equipment solutions to executive chefs, F&B directors, and procurement managers.
• Menu Engineering & Product Knowledge: Understanding ingredient margins and pairing products with client menu requirements.
• Volume & Contract Negotiation: Securing long-term supply agreements while balancing pricing and credit terms.

3. Core Competencies

• UAE Market Awareness: Deep understanding of the localized F&B landscape, competitor pricing, and regional import/distribution channels.
• Commercial Acumen: Strong numerical skills to calculate margins, manage account receivables (A/R), and ensure on-time payments.
• Tech Proficiency: Using CRM tools and ERP software to forecast sales, track KPIs, and log daily customer visits.
• Communication Skills: Fluency in English and often Arabic, Hindi, or Malayalam to communicate with a diverse B2B network.