Career Directions Limited (CDL)

Lead – Institutional Sales (HORECA)
Job Description
Job Title: Lead – Institutional Sales (HORECA)
Department: Sales & Operations
Reports to: Head - Sales & Operations
Location: Thika

Job Objective
To lead and grow institutional sales across the HORECA (Hotels, Restaurants, Catering) channel by building strong partnerships with key accounts, driving volume and value growth, and ensuring execution of business strategies aligned with organizational objectives.

Key Responsibilities

1. Sales Strategy & Planning

o Develop and execute the HORECA sales strategy to achieve assigned revenue and market share targets.
o Identify growth opportunities in hotels, restaurants, caterers, airlines, and other institutional accounts.
o Plan and monitor channel performance against agreed sales KPIs.

1. Business Development

o Acquire and onboard new institutional clients while nurturing existing relationships.
o Conduct regular business reviews with key accounts to ensure satisfaction and growth.
o Negotiate pricing, contracts, and commercial terms in line with company policies.

1. Team Leadership

o Lead, mentor, and motivate the institutional sales team to achieve set goals.
o Build capability within the team through coaching, training, and performance management.
o Allocate targets, territories, and monitor individual and team performance.

1. Execution & Customer Engagement

o Ensure excellent execution of sales initiatives, promotions, and activations within the HORECA segment.
o Provide superior customer service and act as the primary escalation point for client issues.
o Collaborate with the supply chain to ensure timely deliveries and efficient order fulfillment.

1. Market Intelligence & Reporting

o Track competitor activities, market trends, and customer insights to recommend proactive strategies.
o Prepare accurate sales forecasts, pipelines, and reports for management.
o Monitor credit control and ensure timely collections from institutional clients.

1. Cross-Functional Collaboration

o Work with Marketing, Finance, and Operations teams to optimize HORECA offerings.
o Partner with product development to tailor solutions for the institutional channel.

Requirements
Qualifications
• Bachelor’s degree in Sales, Marketing, Business Administration, or related field.
• MBA is an added advantage.
• Minimum 6–8 years of experience in sales, with at least 3 years in institutional/HORECA sales leadership.
• Strong network within hotels, restaurants, and catering businesses.
• Proven track record of meeting and exceeding sales targets.

Key Skills & Competencies
• Strong negotiation and relationship management skills.
• Strategic thinking with execution excellence.
• Team leadership and coaching abilities.
• Excellent communication and presentation skills.
• Analytical mindset with proficiency in MS Office / ERP systems.
• Customer-focused with problem-solving skills.

KPIs
• Achievement of institutional/HORECA sales targets (volume & value).
• Growth in new customer acquisition within HORECA.
• Retention and expansion of key accounts.
• Team productivity and performance achievement.
• Gross margin and profitability of HORECA accounts.
• Timely collections and credit control compliance.

• Develop and execute the HORECA sales strategy to achieve assigned revenue and market share targets.
• Identify growth opportunities in hotels, restaurants, caterers, airlines, and other institutional accounts.
• Plan and monitor channel performance against agreed sales KPIs.
• Acquire and onboard new institutional clients while nurturing existing relationships.
• Conduct regular business reviews with key accounts to ensure satisfaction and growth.
• Negotiate pricing, contracts, and commercial terms in line with company policies.
• Lead, mentor, and motivate the institutional sales team to achieve set goals.
• Build capability within the team through coaching, training, and performance management.
• Allocate targets, territories, and monitor individual and team performance.
• Ensure excellent execution of sales initiatives, promotions, and activations within the HORECA segment.
• Provide superior customer service and act as the primary escalation point for client issues.
• Collaborate with the supply chain to ensure timely deliveries and efficient order fulfillment.
• Track competitor activities, market trends, and customer insights to recommend proactive strategies.
• Prepare accurate sales forecasts, pipelines, and reports for management.
• Monitor credit control and ensure timely collections from institutional clients.
• Work with Marketing, Finance, and Operations teams to optimize HORECA offerings.
• Partner with product development to tailor solutions for the institutional channel.

• Strong negotiation and relationship management skills.
• Strategic thinking with execution excellence.
• Team leadership and coaching abilities.
• Excellent communication and presentation skills.
• Analytical mindset with proficiency in MS Office / ERP systems.
• Customer-focused with problem-solving skills.

• Bachelor’s degree in Sales, Marketing, Business Administration, or related field.
• MBA is an added advantage.
• Minimum 6–8 years of experience in sales, with at least 3 years in institutional/HORECA sales leadership.
• Strong network within hotels, restaurants, and catering businesses.
• Proven track record of meeting and exceeding sales targets.