Sales Executive - Foodservice / HORECA #321D2

ANRADUS PTE. LTD.; Singapore; On-site; SGD 32,000 - 38,000; Full time

Job summary

ANRADUS PTE. LTD. in West Singapore seeks a commercially driven Sales Executive to grow the dairy and foodservice portfolio. You will lead business development, account servicing, product introduction, sales planning and market expansion.

This role targets candidates with experience in B2B sales, foodservice distribution, HORECA, FMCG, or hospitality supply. Strong sales potential and industry knowledge may be considered.

Qualifications

• Diploma or equivalent qualification in Business Administration, Marketing, Sales, Hospitality, Food Science, or a related discipline.
• 1-3 years of experience in B2B sales, foodservice, FMCG, catering supply, hospitality supply, or related industries is advantageous.
• Strong business development or customer acquisition experience may be considered even without direct foodservice exposure.
• Knowledge of dairy products, chilled products, food ingredients, and related applications is a plus.

Responsibilities

• Develop new business opportunities across restaurants, cafés, hotels, caterers, bakeries and other foodservice accounts.
• Lead lead generation, prospecting, cold calling, visits, product presentations and account acquisition.
• Manage the full sales cycle from initial engagement to quotation, negotiation and follow-up.
• Maintain a healthy pipeline to support monthly and annual revenue targets.
• Coordinate product sampling, trials, tastings, and promotional campaigns with customers.
• Collaborate with purchasing, warehouse, logistics, customer service, finance and product teams to ensure order fulfilment.

Skills

Interpersonal skills

Communication

Presentation

Negotiation

Relationship management

CRM tools

Microsoft Excel

Microsoft Word

PowerPoint

Education

Diploma or equivalent in Business Administration / Marketing / Sales / Hospitality / Food Science

Tools

CRM systems

Job description

Industry

Food Distribution / FMCG / Dairy / Foodservice

Employment Type

Permanent, Full-Time

Location

West Singapore

Working Schedule

5-Day Work Week, Monday to Friday

Salary Package

Basic Salary Up to $3,150 + AWS + Sales Commission + Performance / Variable Bonus

Job Overview

We are looking for a commercially driven Sales Executive to grow our foodservice and hospitality customer portfolio. The successful candidate will be involved in business development, account servicing, product introduction, sales planning, and market expansion for a range of dairy and food-related products.

This position is suitable for candidates with experience in B2B sales, foodservice distribution, HORECA, FMCG, hospitality supply, catering, or related customer-facing commercial functions. Candidates with strong sales potential and relevant industry knowledge may also be considered.

Key Responsibilities

• Develop new business opportunities across restaurants, cafés, hotels, caterers, bakeries, central kitchens, institutions, and other foodservice accounts.
• Conduct lead generation, prospecting, cold calling, customer visits, product presentations, and account acquisition activities.
• Manage the complete sales cycle from initial customer engagement through quotation, negotiation, order confirmation, and after-sales follow-up.
• Build and maintain a healthy sales pipeline to support monthly and annual revenue objectives.
• Manage assigned customer accounts and identify opportunities for cross-selling, up-selling, SKU expansion, and increased order frequency.
• Introduce dairy products and relevant food ingredients based on customer menu, application, operational, and pricing requirements.
• Coordinate product sampling, product trials, tasting sessions, and promotional campaigns with customers.
• Develop account growth plans for strategic and high-potential customers.
• Work closely with purchasing, warehouse, logistics, customer service, finance, and product teams to ensure smooth order fulfilment.
• Monitor competitor activities, pricing movements, foodservice trends, new product launches, and customer demand.
• Prepare quotations, sales proposals, pricing submissions, customer agreements, and commercial documentation.
• Maintain accurate sales records, customer information, opportunity pipelines, and follow-up activities using CRM or internal sales systems.
• Prepare weekly and monthly sales forecasts, account reviews, pipeline reports, and performance analysis.
• Support product launches, trade events, roadshows, customer demonstrations, and other business development activities.
• Handle customer feedback professionally and coordinate internal support to achieve service satisfaction.
• Monitor account payment status where required and work with internal stakeholders on outstanding commercial matters.
• Achieve agreed sales revenue, gross margin, customer acquisition, and account development targets.

Requirements

• Diploma or equivalent qualification in Business Administration, Marketing, Sales, Hospitality, Food Science, Food Technology, Culinary Studies, or a related discipline.
• 1-3 years of experience in B2B sales, foodservice, FMCG, catering supply, hospitality supply, food distribution, or related industries is advantageous.
• Candidates without direct foodservice experience but with strong business development or customer acquisition experience may be considered.
• Knowledge of dairy products, chilled products, food ingredients, bakery ingredients, beverages, or foodservice applications will be an advantage.
• Comfortable with prospecting, customer presentations, commercial negotiation, account management, and target-driven environments.
• Good interpersonal, communication, presentation, negotiation, and relationship-management skills.
• Proficient in Microsoft Excel, Microsoft Word, PowerPoint, and CRM / sales reporting tools.
• Ability to interpret sales performance, customer purchasing patterns, pricing, margin, and market information.
• Valid Class 3 or 3A driving licence is advantageous for customer-facing field activities.

Preferred Certifications / Professional Knowledge

Candidates with exposure to any of the following will have an added advantage:

• WSQ Food Safety Course / Food Hygiene Certification
• HACCP awareness or HACCP-related training
• ISO 22000 / FSSC 22000 food safety management knowledge
• Food allergen awareness
• Cold-chain handling knowledge
• Food product handling and storage practices
• WSQ Sales / Business Development training
• Negotiation or Key Account Management certification
• CRM system training
• Microsoft Excel certification or advanced spreadsheet competency