Key Account Manager - HORECA

ABOUT NEW RETAIL CPG
We are Vietnamese importer and distributor of consumer goods and food products, strategically utilizing technology and data solutions.
As a valued member of the Seedcom group, we benefit from strong ecosystem support, and a widespread distribution network of 20,000 outlets nationwide, covering diverse sectors such as traditional and modern trade, online, and horeca.
ROLE OVERVIEW
New Retail CPG supplies a wide range of food and consumer products - including imported beef, salmon, dairy, beverages and dry grocery - to customers across Vietnam through its distribution network and FreshCool wholesale stores. HORECA (hotels, restaurants, cafés and catering) is a strategic growth channel for us.
We are looking for a Key Account Manager - HORECA to own and grow our key HORECA accounts: winning new customers, building long-term partnerships, and increasing sales and share of wallet with each account. You will work closely with Category, Procurement, FreshCool stores and Logistics to deliver the right products, prices and service to every customer.
KEY RESPONSIBILITIES
1. Business Development
Identify, approach and win new HORECA customers in line with the channel plan; build a strong pipeline of target accounts.
Understand each customer's menu, concept, volumes and purchasing process to propose the right product solutions.
Prepare proposals, quotations and product presentations; arrange product samples, tastings and trials together with the Category team.
2. Key Account Management
Own the relationship with assigned key accounts at multiple levels (owners, chefs, F&B managers, purchasing teams).
Build account plans with clear targets for revenue, product range, volume and margin; review performance with each account regularly.
Grow share of wallet by cross-selling and up-selling across categories (beef, salmon, dairy, beverages, dry grocery...).
Negotiate prices, trading terms and supply contracts in line with company policy and margin targets.
3. Order, Delivery & Service Coordination
Coordinate with Logistics, FreshCool stores and Warehouse to ensure orders are delivered on time, in full and at the right quality - especially chilled and frozen products.
Handle customer issues and complaints quickly; act as the main point of contact for the account.
Manage accounts receivable and ensure collections are on time according to payment terms.
4. Market Insight & Reporting
Track customer demand, menu trends, competitor products and prices in the HORECA market; share insights with Category and Procurement teams.
Propose new products and price points that fit HORECA needs.
Maintain accurate customer data in CRM/sales systems; report sales, pipeline and forecasts weekly and monthly.
REQUIREMENTS
1. Education & Experience
Bachelor's degree in Business Administration, Marketing, Commerce, Hospitality or a related field.
At least 3-5 years of B2B sales experience in the HORECA / food service channel, including at least 2 years managing key accounts.
Experience selling food products (meat, seafood, dairy, beverages, imported food...) to hotels, restaurants or chains is strongly preferred.
An existing network with chefs, F&B managers and purchasing teams in Ho Chi Minh City is a strong advantage.
2. Knowledge & Skills
Strong relationship-building, consultative selling and negotiation skills.
Good product knowledge and understanding of how HORECA customers use products in their kitchens and menus.
Results-driven and well organized; able to manage multiple accounts and priorities.
Good computer skills (Excel, CRM); good English communication is an advantage, especially for hotel and international chain accounts.
Willing to travel frequently to meet customers.
WHAT WE OFFER
Competitive salary plus attractive sales incentives based on performance.
A fast-paced, entrepreneurial environment within Seedcom's retail and distribution ecosystem.
A broad, competitive product portfolio, including imported beef and salmon, to offer HORECA customers.
A clear development path toward Senior Key Account Manager / HORECA Channel Manager.
Continuous learning and development support - internal training programmes and product training.
Full statutory benefits: social insurance (BHXH), health insurance (BHYT), unemployment insurance (BHTN); annual leave; Tet and public holiday bonuses.