Sales Manager - HORECA

SARA Group; Dubai; On-site; AED 120,000 - 180,000; Full time

Job summary

SARA Group is seeking a Sales Manager – HORECA to drive structured daily field-sales plans and expand our hospitality and food service partnerships across the UAE.

You will identify new customers, conduct product demonstrations, and manage the full sales cycle from prospecting to order closure, while maintaining strong relationships with key decision-makers.

Qualifications

• Bachelor’s degree from a reputable institution.
• 3–5 years of proven outdoor sales experience in the UAE, preferably within HORECA, hospitality, F&B, tableware, hotel supplies, FMCG, or related industries.
• Strong existing relationships and contacts within the UAE HORECA sector are a plus.
• Proven track record of achieving sales targets and successfully acquiring new customers.
• Excellent communication, negotiation, presentation, and customer relationship management skills.

Responsibilities

• Develop and execute structured daily field-sales plans covering HORECA customers across the UAE.
• Identify, prospect, and acquire new customers across hotels, resorts, restaurants, cafés, catering companies, hospitality groups, and other relevant businesses.
• Conduct regular customer visits, presentations, product demonstrations, and business meetings to identify and develop sales opportunities.
• Build and maintain relationships with purchasing managers, F&B managers, chefs, owners, and key decision-makers.
• Prepare quotations, negotiate terms, and follow up to final order closure.

Skills

Results orientation

Business development

Relationship building

Commercial awareness

Communication & negotiation

Customer focus

Resilience & ownership

Organization

Education

Bachelor’s degree

Job description

Job Description:

Genuine is the way

At SARA Group, we believe that being genuine and authentic is a fast track to success. Candid communication and genuine behaviors help build deeper connections, leading to more productive collaboration, ideation, and growth. Never afraid of change, always moving and improving, it is by being the truest and best version of ourselves that we build towards great accomplishments and results. So, at SARA, we keep it real, we support each other, and we move together to achieve big things!

Sales Manager – HORECA

The Sales Manager – HORECA position is part of our HORECA business, a key segment within SARA Group focused on building strong customer partnerships, growing sales, and delivering premium products and solutions to hospitality and food service businesses across the UAE.

What You'll Do:

• Develop and execute structured daily field-sales plans covering HORECA customers across the UAE.
• Identify, prospect, and acquire new customers across hotels, resorts, restaurants, cafés, catering companies, hospitality groups, and other relevant businesses.
• Conduct regular customer visits, presentations, product demonstrations, and business meetings to identify and develop sales opportunities.
• Build and maintain strong relationships with purchasing managers, F&B managers, chefs, owners, and key decision-makers.
• Understand customer requirements and recommend suitable products and solutions that meet their business needs.
• Prepare quotations, negotiate commercial terms, and follow up with customers through to successful order closure.
• Manage the complete sales cycle from prospecting and initial engagement through order placement, fulfilment, and payment collection.
• Grow existing accounts through cross-selling, upselling, and introducing new products and solutions.
• Develop and maintain a strong sales pipeline, ensuring opportunities are actively followed up and converted.
• Monitor competitor activities, market trends, pricing, and customer requirements to identify new business opportunities.
• Maintain accurate and up-to-date customer records, sales activities, opportunities, and pipeline information.
• Follow up on outstanding quotations, orders, and customer payments to support healthy business performance.
• Collaborate closely with Sales, Warehouse, Logistics, Finance, and other internal teams to ensure smooth order fulfilment and customer service.
• Achieve agreed monthly, quarterly, and annual sales and revenue targets.
• Prepare regular sales reports covering customer visits, new business opportunities, sales performance, pipeline development, and market activity.
• Represent SARA Group at relevant exhibitions, trade shows, networking events, and industry activities when required.

What You Should Bring:

• Results Orientation: You are highly target-driven, commercially focused, and motivated by achieving and exceeding sales objectives.
• Business Development: You proactively identify new opportunities, build a strong pipeline, and convert prospects into long-term customers.
• Relationship Building: You build trusted relationships with customers and key decision-makers and understand how to turn relationships into sustainable business.
• Commercial Awareness: You understand market dynamics, customer needs, pricing, competition, and the commercial drivers of the HORECA sector.
• Communication & Negotiation: You communicate confidently and professionally and can influence, negotiate, and present solutions effectively.
• Customer Focus: You are committed to delivering exceptional service and creating long-term customer partnerships.
• Resilience & Ownership: You are comfortable working independently in the field, handling rejection, solving challenges, and taking ownership of your results.
• Organization: You manage a large territory, customer portfolio, sales pipeline, and follow-ups with discipline and attention to detail.

What We're Looking For:

• Bachelor’s degree (BA/BS) from a reputable institution.
• 3–5 years of proven outdoor sales experience in the UAE, preferably within HORECA, hospitality, F&B, tableware, hotel supplies, FMCG, or related industries.
• Strong existing relationships and contacts within the UAE HORECA sector will be a significant advantage.
• Proven track record of achieving sales targets and successfully acquiring new customers.
• Strong knowledge of the UAE HORECA market and customer landscape.
• Excellent communication, negotiation, presentation, and customer relationship management skills.
• Self-motivated, energetic, and comfortable working independently across the field.
• Strong commercial awareness with the ability to identify and develop new business opportunities.
• Good command of English; Arabic is an advantage.
• Valid UAE driving license.
• Willingness to travel extensively across the UAE for customer visits and business development activities.

Why Join Us?

Learning, Development & Performance Excellence– access to e-learning, educational programs, and personalized development plans designed to fuel career growth. Our structured sales journeys are supported by an AI-driven talent management system that connects performance and potential directly to rewards.

Wellbeing & Coaching– on-demand mental health coaching and perks that support balance and resilience.

SARA Cares– initiatives that extend to education and other human-centered benefits beyond work.

All benefits and programs are subject to company policy and eligibility criteria.