Sales Manager - Reformatory Lab

About Reformatory Lab The Reformatory Lab is here to challenge the ordinary. Built around a passion for exceptional specialty coffee, great food and memorable experiences, we’re bringing a fresh approach to coffee culture in the UAE. But we’re about more than what’s in the cup. Behind every experience is a team of passionate, curious and creative people who care about quality, authenticity and doing things differently. As The Reformatory Lab grows, we’re looking for people who bring energy, personality and ideas to what they do — and who aren’t afraid to challenge the status quo. Join The Reformatory Lab and be part of a team that’s raising expectations, creating memorable experiences and changing the way people think about coffee. Role Purpose: Reformatory Lab is looking for a Sales Manager to lead and drive the growth of its B2B and wholesale business across Dubai and the wider UAE. The role will own the B2B sales strategy, revenue targets, and sales pipeline, while developing and managing key HORECA accounts and strategic partnerships. The Sales Manager will lead, coach, and develop the sales team, oversee commercial negotiations and account development, identify new business opportunities, and ensure consistent achievement of sales and profitability objectives. Key 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 What you'll bring: 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