Sales Manager - HORECA

PURPOSE OF THE ROLE: Reformatory Lab is looking for a driven Sales Executive to support B2B and wholesale growth across Dubai's hospitality sector. Working under the Sales Manager, you'll help build and manage client relationships across HORECA accounts, support the sales pipeline, and contribute to hitting team sales targets. PRIMARY RESPONSIBILITIES: • Set the overall B2B/wholesale sales strategy and targets for the Dubai/UAE market • Own and lead high-value HORECA relationships (hotel groups, major restaurant chains) directly • Lead contract negotiations and final pricing/terms decisions • Build, coach, and manage the sales team (including Sales Executives) • Approve and sign off on new accounts, deal structures, and discount thresholds • Analyze pipeline data, forecast revenue, and report performance to leadership • Identify new market segments, channels, or partnership opportunities • Represent the company at senior industry events and key client meetings • Consistently meet or exceed monthly/quarterly/annual sales targets • Track sales activity, pipeline status, and forecasts using CRM tools; provide regular reporting to management • Monitor market trends, competitor activity, and customer needs to inform sales strategy QUALIFICATIONS • Bachelor’s degree or Equivalent EXPERIENCE • Proven years in B2B/wholesale sales, with hospitality background required • Proven track record leading a sales pipeline or team, not just contributing to one • Experience in establishing HORECA relationships and network within the UAE market SKILLS AND COMPETENCIES • Strong contract negotiation skills with a track record of closing deals • People management skills leading sales teams • Demonstrated success in account growth and achieving/exceeding sales targets • Excellent communication, presentation, and relationship-building skills • Self-motivated, target-driven, and comfortable working independently in the field • Valid UAE driver's license required Show more Show less

Bachelor’s degree or Equivalent

Set the overall B2B/wholesale sales strategy and targets for the Dubai/UAE market; Own and lead high-value HORECA relationships (hotel groups, major restaurant chains) directly; Lead contract negotiations and final pricing/terms decisions; Build, coach, and manage the sales team (including Sales Executives); Approve and sign off on new accounts, deal structures, and discount thresholds; Analyze pipeline data, forecast revenue, and report performance to leadership; Identify new market segments, channels, or partnership opportunities; Represent the company at senior industry events and key client meetings; Consistently meet or exceed monthly/quarterly/annual sales targets; Track sales activity, pipeline status, and forecasts using CRM tools; provide regular reporting to management; Monitor market trends, competitor activity, and customer needs to inform sales strategy