Head of Sales (APAC Foodservice - HORECA)

Role Summary

Responsible for leading the overall HoReCa foodservice channel strategy and execution within the countries covered. This role drives sustainable growth through strong operator partnerships, key account management, and close collaboration with principals. The position oversees the foodservice team and ensures seamless alignment with product, marketing, supply chain, and commercial support functions to deliver best?in?class execution, customer experience, and channel expansion.

Key Responsibilities

• Develop and execute the APAC HoReCa foodservice strategy, ensuring strong channel penetration, operator engagement, and alignment with overall commercial objectives.

• Lead, coach, and motivate the sales team, setting clear performance expectations and fostering a high?performance culture.

• Build and maintain strong relationships with key operators, distributors, and strategic partners, ensuring sustainable growth and long?term business collaboration.

• Identify and pursue new business opportunities across hotels, restaurants, cafés, catering, and institutional segments to drive market expansion.

• Collaborate closely with internal stakeholders, including Marketing, Product, Supply Chain, Finance, and Customer Service, to ensure seamless execution and customer satisfaction.

• Monitor channel performance and oversee sales forecasting, pricing, and margin management to ensure achievement of revenue and profitability targets.

• Ensure compliance with company policies, commercial guidelines, and customer service standards, maintaining operational excellence.

• Undertake any ad?hoc tasks or strategic initiatives assigned, contributing to the broader business agenda.

Requirements

• Bachelor’s degree in Business, Marketing, or a related field.

• 10+ years of relevant foodservice sales experience, preferably within FMCG Foodservice or HoReCa channels.

• Experience working with distributor?led business models and managing principal–distributor relationships is highly advantageous.

• Demonstrates positive energy, passion for the foodservice industry, and strong leadership capabilities, with a proven track record in strategic planning and execution.

• Excellent communication, stakeholder management, analytical, and negotiation skills, with the ability to translate insights into commercial actions.

• Strong commercial acumen, resilience, and a hands?on, can?do attitude in driving business results.