Senior HORECA Sales Executive

Company Description
Epicure Vietnam is a premium trading and distribution company specializing in the import and distribution of high-quality international brands across Vietnam. The company works closely with global manufacturing partners and serves a wide range of channels including HORECA, CVS, OCS, modern trade, general trade, projects, and retail.
With a strong focus on professional execution, compliance, and long-term partnerships, Epicure combines international standards with deep local market expertise. The company places high importance on financial discipline, tax compliance, and data-driven decision-making, ensuring sustainable and responsible growth in Vietnam.
Epicure offers a dynamic, professional working environment with exposure to international suppliers, cross-functional collaboration, and opportunities for long-term career development.
Role Description
The Senior HORECA Sales Executive is responsible for developing new business opportunities and growing sales within the HORECA channel, including hotels, restaurants, cafés, resorts and other hospitality operators.
The role focuses on acquiring new customers, managing existing accounts and providing tailored coffee and beverage solutions to meet customer needs and business objectives.
Working under the guidance of Professional Solutions Manager, the Senior Sales Executive will independently manage sales activities, develop customer relationships and contribute to the growth of Epicure's Professional Solutions business.
Key Responsibilities
A. HORECA Business Development
Identify and develop new business opportunities within the HORECA sector.
Build and maintain a strong pipeline of prospective customers through prospecting, networking, referrals and market research.
Proactively approach café owners, restaurant operators, hotel management, F&B managers, purchasing teams and other relevant decision-makers.
Conduct customer visits to understand business needs and identify opportunities for coffee and beverage solutions.
Develop relationships with new and existing customers to expand the HORECA customer portfolio.
Follow up on leads, opportunities and customer inquiries to achieve sales targets.
B. Sales & Solution Selling
Manage the full sales cycle, from prospecting and customer qualification to quotation, negotiation and closing.
Understand customer business models, operational requirements and investment priorities.
Consult customers on suitable coffee machines, coffee products, beverage equipment and related solutions.
Prepare sales presentations, quotations and business proposals tailored to customer needs.
Coordinate with Technical, Supply Chain and Customer Service teams to deliver solutions covering equipment, coffee supply, installation, training and after-sales service.
Identify opportunities for recurring sales, cross-selling and upselling.
Ensure sales activities comply with company pricing, margin and commercial policies.
C. Account Management
Build and maintain strong relationships with HORECA customers and key decision-makers.
Manage assigned customer accounts and develop opportunities for additional business.
Monitor customer satisfaction, product consumption and service requirements.
Support customer retention, contract renewals and long-term business partnerships.
Coordinate with internal teams to ensure timely order fulfillment, delivery, installation and customer support.
Follow-up on payment collection and outstanding customer issues were required.
D. Market Development & Customer Insights
Research market trends, competitor activities and customer needs within the HORECA sector.
Identify opportunities arising from new café openings, restaurant expansions, hotel projects and equipment replacement.
Provide market feedback and customer insights to Professional Solutions Manager.
Participate in customer events, product demonstrations and other business development activities.
Develop and maintain a professional network within the HORECA industry.
E. Sales Reporting & Coordination
Prepare regular sales reports, sales forecasts and pipeline updates.
Maintain accurate customer information and opportunity records in the CRM system.
Monitor sales performance, project progress and customer commitments.
Work closely with Professional Solutions Manager and relevant internal teams to ensure smooth execution of sales activities.
Support the development and improvement of HORECA sales processes and tools.
Requirements
Qualifications & Experience
Bachelor's degree in Business Administration, Sales, Marketing, Hospitality Management or a related field.
Minimum 3-5 years of experience in B2B Sales, Business Development or Key Account Management.
Relevant experience in HORECA, coffee, beverage, hospitality equipment, FMCG or related industries.
Proven experience in developing new customers and achieving sales targets.
Strong network of HORECA customers and decision-makers is highly preferred.
Experience in selling coffee machines, coffee products, beverage solutions or hospitality equipment is an advantage.
Experience in solution selling, project-based sales or key account management is preferred.
Good understanding of HORECA business operations and customer purchasing processes.
Good command of English, both written and spoken.
Willingness to travel for customer visits and business development activities.
Skills & Competencies
Strong HORECA sales and business development skills, with the ability to identify new opportunities and acquire customers.
Excellent negotiation, presentation and consultative selling skills.
Strong customer relationship management and networking capabilities.
Good understanding of HORECA operations, coffee products and professional equipment solutions.
Strong commercial acumen, target orientation and problem-solving skills.
Ability to manage sales pipelines, prioritize opportunities and work independently.
Effective communication and cross-functional collaboration skills.