Sales Representative

Job Description – F\&B Sales Representative

Position: F\&B Sales Representative
Department: Sales
Location: UAE
Reports To: Sales Manager

Job Purpose

We are looking for a motivated and results-driven F\&B Sales Representative to develop new business, manage existing customer accounts, and achieve sales targets within the Food \& Beverage/HORECA sector.

The successful candidate will build strong relationships with restaurants, hotels, cafés, catering companies, bakeries, cloud kitchens, and other foodservice businesses while promoting the company's products and increasing market share.

Key Responsibilities

• Identify and develop new customers within the HORECA and F\&B sector.
• Conduct regular customer visits and generate new sales leads.
• Build and maintain strong relationships with restaurant owners, chefs, F\&B managers, procurement teams, and purchasing managers.
• Present, promote, and sell company products to existing and prospective customers.
• Achieve monthly, quarterly, and annual sales targets.
• Prepare quotations, negotiate prices, and close sales while maintaining company margins.
• Follow up on customer enquiries, samples, orders, deliveries, and payments.
• Identify upselling and cross-selling opportunities within existing accounts.
• Conduct product presentations, tastings, demonstrations, and trials when required.
• Monitor competitor activities, market prices, customer preferences, and new business opportunities.
• Ensure proper product listings and increase product penetration within assigned accounts.
• Coordinate with logistics, warehouse, finance, and customer service teams to ensure smooth order fulfillment.
• Follow up on outstanding payments and support collection activities in accordance with company credit policies.
• Maintain accurate customer information, sales activities, pipeline, and forecasts in CRM/ERP systems.
• Submit daily/weekly sales reports and provide regular market feedback to management.
• Attend exhibitions, trade shows, customer events, and promotional activities when required.

Requirements

• 2–3+ years of sales experience, preferably in F\&B, FMCG, food distribution, or HORECA.
• Proven experience selling to restaurants, hotels, cafés, catering companies, or foodservice businesses.
• Strong knowledge of the UAE F\&B/HORECA market and customer network is an advantage.
• Excellent communication, negotiation, presentation, and relationship-building skills.
• Strong sales and business-development mindset with a proven ability to meet targets.
• Good knowledge of Microsoft Office and CRM/ERP systems.
• Valid UAE driving licence is preferred/required depending on the territory.
• Ability and willingness to travel for customer visits across the assigned territory.
• Fluent English required; Arabic or another regional language is an advantage.

Key Performance Indicators (KPIs)

• Monthly and annual sales revenue
• Gross profit/margin achievement
• Number of new accounts acquired
• Customer retention and repeat business
• Sales volume and product distribution
• Customer visits and qualified leads generated
• Outstanding collections
• Sales pipeline and forecast accuracy

Candidate Profile

The ideal candidate is energetic, confident, target-oriented, commercially minded, and customer-focused, with strong knowledge of the F\&B market and the ability to independently develop business and close sales.

Pay: AED7,000.00 - AED8,000.00 per month

Work Location: In person