Sales & Marketing Executive [HORECA | F&B Services]

The Supreme HR Advisory Pte. Ltd.; Singapore; On-site; SGD 42,000 - 66,000; Full time

Job summary

The Supreme HR Advisory Pte. Ltd. is seeking a Sales Executive to grow our HORECA and foodservice business in Singapore. You will win new B2B customers, expand existing accounts and manage the sales process end-to-end from prospecting to payment.

Based mainly in the field, you will negotiate pricing, present products and ensure on-time collections while meeting monthly revenue and margin targets. Travel across Singapore is required.

Qualifications

• Diploma or equivalent preferred; strong relevant experience will also be considered.
• At least 2 years in HORECA B2B sales, business development or account management.
• Established network among Singapore foodservice operators is a strong advantage.
• Proven track record of opening new accounts and meeting sales targets.
• Able to run full sales process independently from prospecting to closing and collection.
• Strong communication, presentation and negotiation skills with pricing and margins sense.
• Willingness to travel daily to customer sites across Singapore.
• Valid Class 3 driving licence and own vehicle are a plus.

Responsibilities

• New Business Development: identify and win new customers, run product presentations and tastings.
• Account Management & Growth: visit accounts, learn menus and volumes, grow with new products and contracts.
• Quotation, Pricing & Closing: prepare quotations, negotiate pricing within margins and close sales.
• Renew contracts and supply agreements and open new accounts with complete paperwork and terms.
• Targets, Reporting & Collections: meet revenue targets and maintain pipeline, records and timely payments.

Skills

Communication

Negotiation

Presentation

Sales

Account management

Prospecting

Education

Diploma or equivalent

Tools

CRM

Excel

Word

PowerPoint

Sales order system

Job description

• Sin Ming Lane, Singapore
• 5 days work
• Basic + Commissions

Company Overview:

An established Singapore-based FMCG marketing and distribution company, specializing in premium food, beverages, confectionery, health and beauty products. The company works with international brands and distributes products across major retail channels in Singapore.

Role Purpose:

The Sales Executive grows our HORECA and foodservice business in Singapore by winning new B2B customers and expanding existing accounts. Based mainly in the field, the role handles each sale from first contact to payment: finding prospects, recommending products, quoting, negotiating, closing and collecting. Success is measured by revenue growth, new accounts won and on-time customer payments.

Key Responsibilities:

• New Business Development

  • Find and win new customers through market research, cold calls, referrals and field visits

  • Focus on QSR chains, central kitchens, caterers, hotels, cafes, restaurants, bakeries and institutions such as schools and hospitals

  • Run product presentations, tastings and sampling to turn prospects into first orders

• Account Management & Growth

  • Visit an assigned portfolio of accounts on a regular, planned schedule

  • Learn each customer's menu, volumes and kitchen needs, and recommend the right products and pack sizes

  • Grow each account by introducing new products, widening the range they buy and securing repeat or contract orders

  • Serve as the customer's main contact and resolve service, delivery and quality issues quickly

• Quotation, Pricing & Closing

  • Prepare quotations and tender submissions

  • Negotiate volume pricing within approved margins and close the sale

  • Renew contracts and supply agreements, and open new accounts with complete paperwork and credit terms

• Targets, Reporting & Collections

  • Meet monthly and quarterly targets for revenue, gross margin, new accounts and products sold per account

  • Keep the sales pipeline, visit log and customer records up to date, and submit a weekly activity and forecast report

  • Track overdue invoices on the finance aging report and follow up with customers until payment is received

  • Work with customer service, warehouse, logistics and finance so that orders are delivered accurately and on time

• Market Intelligence

  • Track menu trends and competitor products, pricing and promotions in the HORECA channel

  • Share customer feedback and new product opportunities with the Sales Manager and brand teams

Requirements

• Diploma or equivalent preferred; strong relevant experience will also be considered

• At least 2 years in HORECA B2B sales, business development or account management, ideally in food or beverage distribution

• An established network among Singapore foodservice operators is a strong advantage

• A proven record of opening new accounts and meeting sales targets

• Able to run the full sales process independently, from prospecting to closing and collection

• Strong communication, presentation and negotiation skills, with a good sense of pricing and margins

• Able to travel daily to customer sites across Singapore

• A valid Class 3 driving licence and own vehicle are a plus

• Basic knowledge of food ingredients and kitchen food safety practices is a plus

• Proficient in Microsoft Excel, Word and PowerPoint; experience with a CRM or sales order system is desirable

• Self-motivated, resilient and good at building long-term customer relationships

• Open to using AI tools to draft quotations, customer emails and sales reports; training will be provided