Sales Manager (f&b)

JORY EMPLOYMENT PTE. LTD.; Singapore; On-site; SGD 120,000 - 190,000; Full time

Job summary

JORY EMPLOYMENT PTE. LTD. is seeking an experienced Sales Manager to accelerate business growth in Singapore’s HORECA sector.

You will develop new business opportunities, manage key customer accounts, and lead a sales team to hit revenue targets while maintaining strong relationships and timely collections. The role requires a minimum of 10 years in B2B food sales, with at least 5 years leading sales teams.

Qualifications

• Minimum 10 years of B2B sales experience in food distribution, fresh produce, F&B or food supply chain industries.
• At least 5 years of experience managing and leading sales teams.
• Established network and strong relationships within Singapore's HORECA industry.
• Proven track record in business development, customer acquisition and revenue growth.
• Strong experience in key account management, sales planning and commercial negotiations.
• Familiarity with credit management and payment collection.
• Excellent leadership, communication and interpersonal skills.

Responsibilities

• Develop and implement sales strategies to expand the company's HORECA customer base.
• Drive new customer acquisition and grow revenue from existing accounts.
• Establish sales targets, monitor performance and achieve monthly and quarterly KPIs.
• Monitor market trends, competitor activities and customer purchasing needs.
• Develop and maintain relationships with key F&B customers, including restaurants, cafés, hotels, food courts and central kitchens.
• Manage major customer accounts and resolve escalated commercial or service-related issues.
• Negotiate pricing and commercial arrangements within approved guidelines.
• Work with internal teams to ensure product availability and reliable delivery services.
• Oversee customer credit assessments and payment arrangements.
• Monitor outstanding payments and accounts receivable.
• Ensure timely billing and payment collection.
• Manage overdue accounts and minimize bad debt exposure.
• Lead, coach and manage the sales team, including recruitment, onboarding and performance reviews.
• Establish clear KPIs covering customer visits, sales pipeline and revenue generation.
• Conduct regular field coaching and performance reviews.
• Build a results-driven and accountable sales culture.
• Work closely with Procurement, Warehouse, Operations, Finance and Customer Service teams.
• Align sales commitments with product availability, inventory and delivery capabilities.
• Provide customer and market insights to support pricing and product strategies.

Skills

B2B sales

Leadership

Key account mgmt

Sales strategy

Credit management

F&B industry network

Negotiation

Job description

About the Company

Our client is a fast-growing Food Technology and Supply Chain Company specializing in food sourcing and distribution solutions for the F&B industry.

The company serves a wide range of food service businesses through its integrated procurement and distribution network, providing access to fresh, frozen and ambient food products.

About the Role

Our client is seeking an experienced Sales Manager to drive business growth within Singapore's HORECA sector (Hotels, Restaurants and Cafés).

You will be responsible for developing new business opportunities, managing key customer accounts, leading the sales team and achieving revenue targets while ensuring strong customer relationships and timely payment collection.

Key Responsibilities

Sales Strategy & Business Development

• Develop and implement sales strategies to expand the company's HORECA customer base.
• Drive new customer acquisition and grow revenue from existing accounts.
• Establish sales targets, monitor performance and achieve monthly and quarterly KPIs.
• Monitor market trends, competitor activities and customer purchasing needs.

Key Account Management

• Develop and maintain relationships with key F&B customers, including restaurants, cafés, hotels, food courts and central kitchens.
• Manage major customer accounts and resolve escalated commercial or service-related issues.
• Negotiate pricing and commercial arrangements within approved guidelines.
• Work with internal teams to ensure product availability and reliable delivery services.

Credit Control & Revenue Management

• Oversee customer credit assessments and payment arrangements.
• Monitor outstanding payments and accounts receivable.
• Ensure timely billing and payment collection.
• Manage overdue accounts and minimize bad debt exposure.

Team Leadership

• Lead, coach and manage the sales team, including recruitment, onboarding and performance reviews.
• Establish clear KPIs covering customer visits, sales pipeline and revenue generation.
• Conduct regular field coaching and performance reviews.
• Build a results-driven and accountable sales culture.

Cross-Functional Collaboration

• Work closely with Procurement, Warehouse, Operations, Finance and Customer Service teams.
• Align sales commitments with product availability, inventory and delivery capabilities.
• Provide customer and market insights to support pricing and product strategies.

Requirements

• Minimum 10 years of B2B sales experience in food distribution, fresh produce, F&B or food supply chain industries.
• At least 5 years of experience managing and leading sales teams.
• Established network and strong relationships within Singapore's HORECA industry.
• Proven track record in business development, customer acquisition and revenue growth.
• Strong experience in key account management, sales planning and commercial negotiations.
• Familiarity with credit management and payment collection.
• Excellent leadership, communication and interpersonal skills.
• Results-oriented with strong commercial and problem-solving abilities.