Senior Manager - Horeca Business

Role Overview

The Senior Manager HORECA will be responsible for developing, leading, and scaling the HORECA channel (Hotels, Restaurants, Caterers, Bakeries, Institutional Buyers) for the companys ready-to-cook and ready-to-eat product portfolio across Kerala. The role demands strong relationships with chefs, procurement heads, distributors, and institutional clients, and the ability to drive volume growth through customized solutions, trials, and menu applications.

Location:

Key Responsibilities

1. Strategy & Business Development

• Build and execute HORECA channel strategy for Kerala.
• Identify, onboard, and grow

  key accounts

  —hotels, restaurant chains, QSRs, caterers, and industrial kitchens.
• Explore new business opportunities in airline catering, hospitals, hostels, and premium catering groups.
• Explore new business opportunities in airline catering,hospitals, hostels, and premium catering groups.

2. Key Account Management

• Manage strategic accounts through regular engagement with chefs, purchase heads, F&B managers, and owners.
• Conduct product demos, trials, menu applications, tast sessions, and training.
• Negotiate annual contracts, pricing, GTM plans, and volume commitments.

3. Distributor & Supply Chain Management

• Appoint and manage

  HORECA distributors

  across major towns in Kerala.
• Ensure adequate stock availability, order planning, and service frequency.
• Coordinate with supply chain and production teams for customized pack sizes, bulk SKUs, and timely deliveries.

4. Sales Execution & Performance Tracking

• Achieve monthly, quarterly, and yearly sales & volume targets for the channel.
• Monitor outlet-level performance, order cycles, and repeat business.
• Conduct regular market visits across Kerala to expand coverage.

5. Product Application & Chef Engagement

• Work closely with the NPD/R&D team to develop HORECA-oriented SKUs.
• Drive recipe development, usage ideas, and menu innovations for institutional clients.
• Provide feedback on product performance, taste, and shelf-life from chefs and caterers.

6. Team Leadership (if applicable)

• Lead a team of HORECA Executives / Key Account Officers (if part of structure).
• Provide on-the-job training, joint sales calls, and performance reviews.

7. Commercial & Operational Excellence

• Ensure compliance on pricing, credit policies, claims, and documentation.
• Track margins, discounts, and profitability of HORECA accounts.
• Manage tenders, bulk orders, and institutional contracts.

Key Skills & Competencies

• Strong network across

  Kerala HORECA ecosystem

  .
• Expertise in B2B food service selling, key account management, and solution-based selling.
• Excellent communication, negotiation, and presentation skills.
• Ability to conduct chef trials, demos, and product applications.
• Strong commercial understanding, pricing logic, and deal structuring.
• Proficiency in Excel, CRM/SFA tools, and reporting systems.

Qualifications & Experience

• Graduate; MBA preferred.

• 8–12 years of HORECA / Institutional Sales experience

  in FMCG, Food, or Ingredients.
• Experience working with RTC/RTE, spices, sauces, bakery, or culinary products preferred.
• Strong track record of building and managing HORECA accounts in Kerala.

KPIs / Success Metrics

• HORECA sales volume & revenue growth.
• Number of active hotel/restaurant/catering accounts.
• Repeat order rate & account retention.
• Distributor performance & service levels.
• Product placement and menu penetration.
• Gross margin and deal profitability.