Role & responsibilities

To drive profitable growth of the Food Service (HORECA) business by acquiring recent customers, managing key accounts, strengthening distributor networks, and leading a team of Business Development Executives (BDEs) to achieve sales and market share objectives within the assigned geography.

1. Business Development & Sales Growth

- Drive primary and secondary sales to achieve budgeted revenue targets.
- Identify and acquire new HORECA customers including hotels, restaurants, cafs, caterers, cloud kitchens, QSRs and caterers.
- Develop territory-wise growth plans and execute market expansion strategies.
- Identify incremental business opportunities and improve market penetration.

2. Key Account Management

- Build and maintain strong relationships with key Food Service customers.
- Ensure effective management of strategic accounts and support implementation until smooth handover to distributors/BDEs.
- Negotiate commercial terms and drive long-term business partnerships.

3. Distributor Management

- Appoint and develop Food Service exclusive distributors.
- Ensure distributor profitability, stock availability, and market coverage.
- Monitor distributor performance and facilitate timely claims settlement and collections.
- Drive adherence to company sales processes and commercial policies.

4. Team Management

- Lead, coach, and mentor Business Development Executives
- Monitor daily activity reports, productivity,



and KPI achievement.
- Conduct regular market visits and coaching sessions.
- Organize monthly business review meetings with the team.

5. Customer Acquisition & Market Coverage

- Ensure systematic prospecting and acquisition of new Food Service accounts.
- Maintain an effective pipeline of new business opportunities.
- Conduct regular customer calls, follow-ups, and relationship-building activities.
- Expand product reach across assigned territories.

6. Sales Operations & Execution

- Monitor achievement of:
- Primary Sales
- Secondary Sales
- New Customer Acquisition
- Product Mix Targets
- Collection Targets

- Ensure execution excellence of all business priorities and promotional initiatives.
- Drive data accuracy, reporting discipline, and sales hygiene.

7. Market Intelligence

- Track competitor activities, pricing, product launches, and market trends.
- Provide real-time market insights to management.
- Recommend territory-specific growth initiatives and customer solutions.

Preferred candidate profile

- 6+ years of experience in Food Service, HORECA, Key Accounts, or FMCG Sales.
- MBA / PGDM in Marketing, Sales, or Business Management
- Experience handling Hotels, Restaurants, Caterers, QSRs, and Institutional Customers.
- Team handling experience (On-roll / Off-roll).
- Strong distributor management and channel development experience.

📌 Area Sales Manager - Food Service Division (Mumbai)
🏢 AWL Agri Business
📍 Mumbai