Area Sales Manager - HORECA - Food/FMCG

About the Role: We are looking for an experienced and target-driven Area Sales Manager to drive B2B sales and business growth across the HoReCa segment. The role will be responsible for developing new business, expanding the customer base, managing key relationships and driving revenue growth across the assigned territory. Key Responsibilities: - Drive sales and revenue growth across the assigned territory and achieve defined sales targets. - Identify, develop and acquire new customers across Hotels, Restaurants, Cafés, Caterers, Cloud Kitchens and Institutions. - Build and maintain strong relationships with Chefs, Procurement/Purchase Managers, F&B Managers, Catering Managers and Business Owners. - Generate and convert leads through market outreach, networking, referrals and other business development initiatives. - Develop existing accounts through cross-selling, upselling and increased share of business. - Manage and strengthen relationships with distributors, dealers, stockists and channel partners. - Lead commercial discussions, pricing negotiations and customer proposals. - Monitor market trends, competitor activities, pricing and customer requirements. - Prepare sales forecasts, business reviews and territory performance reports. - Work closely with internal teams to ensure product availability and smooth customer servicing. Candidate Profile: - 5+ years of experience in HoReCa, Food Service, Institutional Sales, FMCG, Food & Beverage or related B2B sales. - Strong experience in territory management and new business acquisition. - Existing relationships with HoReCa customers will be an advantage. - Experience in distributor/channel management. - Strong commercial acumen, negotiation and influencing skills. - Consistent track record of achieving or exceeding sales targets. - Excellent communication, presentation and relationship-building skills. - Strong understanding of the local HoReCa market. - Willingness to travel extensively within the assigned territory. Education: - Bachelor's degree in Sales, Marketing, Business Administration or a related field. MBA/PGDM in Sales & Marketing or Business Management will be an added advantage.