Our mission is to share Vietnamese coffee and culture with curious people everywhere, so we take time to learn about the many farming communities who grow our beans. They are passionate about Vietnamese coffee too, and we want to share their stories, their culture, and their rich heritage with our customers at home and abroad. We are always looking for ambitious talent from inside and outside the coffee industry, and so we look forward to having you join us on our journey!
ABOUT THE ROLE We are looking for a dedicated Account Executive - HORECA to grow our coffee business in the domestic on-trade market. Reporting to the Senior Growth Manager within the Growth - Domestic BD team, you will focus on two customer groups: standalone cafés and restaurants, and café and restaurant chains. You will win new accounts, get Lacàph onto their menus, and grow each account over time so that it keeps ordering and stays loyal.
This role suits a hunter who loves being out in the market, meeting owners and F&B teams, and who can also manage the longer, multi-stakeholder sales process of a chain account.
WORKING CONDITIONS
1. Working Location
Head Office: 236 Nguyễn Công Trứ, Bến Thành Ward, Hồ Chí Minh City
2. Working Time
Working time: Monday to Friday, 9:00 AM - 6:00 PM (Flexible 9-hour shift between 8:00 AM and 7:00 PM)
Lunch time: From 12:00 PM to 1:00 PM - exclusive of working hours.
DUTIES & RESPONSIBILITIES
1. New business - standalone & chain accounts
Map the market in the assigned area and build a pipeline of target standalone cafés, restaurants and café / restaurant chains;
Prospect through visits, calls, referrals and industry events; run tastings and product demos to secure trial orders;
Standalone outlets: close deals quickly with owners and managers, set up the first order and make sure the outlet is ready to serve Lacàph well;
Chains: manage the longer sales process: reach the right decision makers (owner, F&B /
purchasing, operations, head barista), prepare proposals and pricing, arrange trials across outlets, and negotiate supply agreements within approved terms;
Meet monthly and quarterly targets for new accounts, sales volume, revenue and collections.
2. Account management & growth
Build and maintain strong relationships with owners, managers and F&B teams, keeping accounts engaged and loyal;
Grow each account through more products, new menu items, seasonal drinks and retail products (beans, phin kits, gifts) at the counter;
For chains, roll out Lacàph consistently across outlets and hold regular business reviews on volume, quality and next steps;
Handle customer questions and complaints quickly and follow them through to resolution, always ensuring customer satisfaction;
Know our products inside and out and tell the stories behind Lacàph coffee.
3. Distributor & order coordination
Work closely with our distributor and internal teams to make sure orders, deliveries, invoices and payments run smoothly;
Monitor reorders and payment status for your accounts and follow up on overdue payments.
4. Activation, training & brand visibility
Plan and carry out in-store activations, sampling and promotions to increase brand presence at client locations;
Arrange barista training and brew-quality checks with our Coffee Guides team, and support menu development where needed;
Make sure POS materials, menu listings and brand guidelines are applied correctly in every outlet.
5. Reporting & market insight
Keep the CRM and customer records accurate and up to date;
Prepare daily, weekly and monthly reports on account performance, pipeline, competitor activities and client feedback, and share market insights with management;
Going above and beyond at times to get the job done;
Other tasks assigned by the manager.
REQUIREMENTS
Bachelor's degree in Business, Hospitality Management or a related field;
At least 3 years' experience in B2B / on-trade sales to cafés, restaurants or hotels, ideally with coffee, beverages, dairy or F&B supplies;
Experience selling to café or restaurant chains is a strong plus; an existing network of F&B owners and buyers in Hồ Chí Minh City is an advantage;
Knowledge and a passion for coffee or a strong interest in learning all about coffee;
Excellent selling, negotiation, presentation and communication skills;
A motivated self-starter with a hunter mentality, who is target-driven and resilient;
Organised and disciplined in following up accounts, orders and payments; comfortable using a CRM and MS Office / Google Workspace;
Willing to travel around the city to visit customers every day (own motorbike preferred);
Communicate Vietnamese and English fluently.
BENEFITS
Salary: negotiable, depending on portfolio, experience and qualifications;
Quarterly sales incentive;
Internationally oriented work environment with English and Vietnamese as primary languages;
Coffee farm visits and team bonding activities, including our monthly Town Hall Breakfast;
"All you can drink" coffee provided by our star Coffee Guides team;
Private health insurance and annual health check;
12 paid days of annual leave per year, plus paid national holidays as per regulation;
Two "Family Emergency" days/year for critical moments where your family needs you the most;
Year-end bonus based on individual and company performance;
Annual salary reviews and career planning day;
Relevant training and guidance with regular feedback for improvement;
Phone and parking allowance upon completion of probation;
A personal copy of our book, Đặc Đen Đắng: The Vietnamese Coffee Book, upon completion of probation;
Receive union benefits when joining the trade union;
And all additional benefits, rights, and allowances as per the Vietnamese Labor Code.
APPLICATION
Please submit your English resume to the HR Department via email at [protected info]
For further information regarding this position, please contact HR at (+84) 971 573 088