Head of Sales - Food Service and MT

Native-level Vietnamese and professional English are required. Candidates must have the legal right to work in Vietnam without employer sponsorship.
About us
Jagota is a leading premium food import and distribution group operating regionally (Thailand, Malaysia, Philippines and Vietnam). Established in Thailand in 1997, the company markets and sells high quality products coming from Europe, US, Canada, Australia, New-Zealand, India, Indonesia, China and many other countries. With a nationwide coverage in Thailand, over 10,000m
2
of warehousing capacity and daily delivery schedules, Jagota distributes through 3 main channels: modern trade (hypermarkets, supermarkets, cash & carry, convenient stores, etc.), HORECA (hotel, restaurant, catering) and online channels. The company implements international hygiene and safety standards and thrives to provide the best quality of service to our customers.
Jagota
Vietnam was established in Ho Chi Minh City in 2025 and ambitions to become a key player in both retail and food service, while implementing the group's core values "Win, Collaborate, Learn".
About the role The Head of Sales - Food Service & MT leads the commercial development of Jagota Vietnam across Food Service/HORECA and Modern Trade channels. The role is responsible for building the go-to-market strategy, accelerating revenue growth, developing strategic customer partnerships, leading sales teams, and ensuring strong execution across key accounts, distributors and end customers. As a senior commercial leader, the position holder plays a pivotal role in establishing Jagota Vietnam's presence in the market, building scalable sales operations, and delivering sustainable growth with strong profitability.
The Head of Sales - Food Service & MT reports to the Country Director and works closely with operations, purchasing, supply chain, marketing, finance and the regional headquarters in Bangkok to ensure integrated commercial planning and execution.
Responsibilities
Sales Strategy & Execution
Develop and execute the sales strategy and go-to-market plan for Food Service/HORECA and Modern Trade channels, aligned with Jagota Vietnam's growth ambition and profitability targets.
Identify growth opportunities by analyzing market trends, competitors and consumer behavior.
Lead commercial negotiations with hotels, restaurants, catering operators, wholesalers, distributors, supermarket chains, convenience stores and other strategic customers.
Ensure effective product assortment, pricing, promotion planning, merchandising, customer activation and margin management across both Food Service and Modern Trade channels.
Team Leadership & Performance Management
Build, lead and coach high-performing Food Service and Modern Trade sales teams to achieve monthly, quarterly and annual revenue, margin and distribution targets.
Set clear targets and objectives, track performance and drive a result-oriented culture.
Develop sales capability through training, mentoring and field coaching.
Implement efficient business processes to ensure seamless operations and customer satisfaction, using systems and IT tools available to monitor the performance and efficiency.
Customer, Channel & Market Development
Monitor market trends, consumer behavior and competitor activities to adjust business strategies accordingly.
Strengthen and expand relationships with Food Service key accounts, HORECA customers, modern trade retailers and strategic wholesalers.
Develop new business opportunities across hotels, restaurants, cafés, catering companies, bakeries, specialty food stores, supermarkets, hypermarkets and convenience store chains.
Collaborate with marketing and product teams to design customer activation programs, trade promotions, product launches, menu solutions and in-store execution plans.
Ensure strong brand presence, product visibility and customer engagement while aligning commercial execution with overall business objectives.
Cross-functional Collaboration & Reporting
Work closely with supply chain, logistics, finance and marketing to ensure smooth execution of sales activities.
Provide accurate sales forecasts and reports to management.
Ensure compliance with company policies and commercial guidelines.
Represent the company at industry events, trade shows and conferences to promote brand awareness and establish relationships with potential partners and customers.
Key KPIs (Performance Indicators)
Revenue growth by Food Service/HORECA and Modern Trade channels.
Sales team performance vs. targets.
Gross margin achievement.
Number of new Food Service customers, key accounts, listings and doors opened.
Distribution & coverage expansion.
Customer satisfaction and retention.
Internal & external interactions:
Internal:
Reports to the Country Director / local Managing Director
Works closely with operations, purchase, marketing and accounting departments
Interaction with the Bangkok head office
External:
Food Service/HORECA customers, chefs, F&B operators, modern trade key accounts, wholesalers and distributors
Suppliers (food)
Industry associations, trade shows, food service partners and online sales platforms at a later stage
Location and commitments
Permanent full time employment contract
Role based in Vietnam in Phu Nhuan Dist, Ho Chi Minh City
Weekend work may occasionally be necessary
Candidate requirements
Vietnam national
Education: bachelor's or master's degree in business, sales, marketing or related field.
Must be hand-on
Experience:
Minimum 12+ years of sales experience with at least 7 years in a senior leadership role covering Food Service/HORECA and/or Modern Trade within FMCG, food import, food distribution or beverages.
Strong track record in developing Food Service/HORECA customers and negotiating with Modern Trade accounts such as Bach Hoa Xanh, King Food, and specialty retailers.
Experience managing key accounts, direct sales teams, distributor networks, and multi-channel commercial execution.
Deep understanding of the Vietnamese Food Service, HORECA, retail, and FMCG market landscape.
📩 To apply, please send your CV to: [protected info]
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