About the Role
The Horeca Sales Executive will execute the strategy and grow DHF Platforms Horeca channel nationwide, working under and reporting to the National Sales Manager. This position is created to directly contribute to the company's profitability by expanding revenue from the Horeca channel and unlocking value from supply that would otherwise go underutilized.
This role carries three connected mandates:
- Broaden company revenue by establishing Horeca as a second major growth channel alongside Retail.
- Unlock additional commercial value from our full production volume by matching supply that falls outside retail specifications with the needs of professional kitchens, where appearance standards differ from retail but quality and usability remain high.
- Build DHF Platforms standing and distribution network across the national foodservice landscape, from independent restaurants to hotel groups and catering operators.
Key Responsibilities
1. Channel Strategy & Revenue Growth
- Execute the Horeca channel growth plan nationwide: deliver on monthly revenue targets, follow the pricing approach, and contribute to annual sales planning in partnership with the National Sales Manager.
- Identify, prioritize, and aggressively pursue new business across hotels, restaurants, catering companies, and institutional foodservice accounts nationwide.
- Build and convert a strong new-business pipeline; lead day-to-day negotiations with key accounts and decision-makers (chefs, F&B directors, procurement heads), with support from the National Sales Manager on major accounts.
2. Supply Optimization & Foodservice Product-Market Fit
- Partner closely with Procurement/Operations to get early visibility on supply that exceeds retail allocation or falls outside retail specification, including seasonal peaks, so it can be channeled to Horeca demand quickly.
- Build a fast, repeatable sales motion (pricing, allocation, logistics) that places this supply with Horeca accounts promptly, protecting product quality and company margin while strengthening the foodservice pipeline.
- Develop flexible commercial offers (bulk pricing, recipe-fit substitutions, contract-based offtake) that position this supply as a genuine value proposition for professional kitchens, built around consistency and cost efficiency rather than price alone.
3. Key Account & Relationship Management
- Build and maintain strong working relationships with chefs, F&B managers, and procurement staff at hotel groups, restaurant chains, and catering companies as the channel's day-to-day commercial contact.
- Resolve escalations on quality, delivery, or commercial disputes quickly and professionally to protect long-term account value.
4. Reporting & Cross-Functional Coordination
- Provide the National Sales Manager with regular, data reporting on pipeline, revenue, supply-allocation performance, and market intelligence.
- Coordinate closely with Operations, Procurement to align Horeca demand with available volume and delivery capability.
- Bring market and competitor intelligence back into the business to sharpen pricing and product strategy.
Key Performance Indicators (KPIs)
Performance will be measured against the following KPIs, reviewed monthly with the National Sales Manager:
- Existing account revenue retention: maintain and grow revenue from existing and new Horeca accounts.
- New account acquisition: onboard a minimum of 5 new qualified Horeca accounts per month (hotels, restaurants, catering operators, or institutional foodservice).
- Margin discipline: ensure pricing decisions stay within approved margin guidelines; no margin-eroding deals without prior approval.
What We're Looking For
Experience
- 3+ years in B2B/Horeca/foodservice sales, with at least 1 year in a sales management or team-leading capacity.
- Proven track record of hitting or exceeding revenue targets in a target-driven, KPI-based sales environment.
- Established relationships with hotels, restaurant groups, or catering companies in Vietnam are a strong advantage.
- Background in fresh produce, perishables, FMCG, or food distribution preferred; experience handling supply variability or surplus stock is a plus.
Skills & Attributes
- Aggressive, self-driven hunter mentality — comfortable opening doors, negotiating hard, and closing new business without being told to.
- Strong commercial and analytical instincts: can read margin, pricing, and volume trade-offs quickly.
- Confident communicator and negotiator at all levels, from kitchen chefs to F&B directors and procurement leads.
- Resilient and adaptable under pressure, especially when managing fluctuating or time-sensitive supply.
- Willingness to travel extensively across Vietnam to build and manage the nationwide channel.
- Proficiency in Microsoft Office / reporting tools; comfortable working with sales and inventory data.
Education
- Bachelor's degree in Business, Sales, Marketing, Food Technology, or a related field.
- Background in fresh produce, perishables, FMCG, or food distribution preferred.
Why Join DHF Platforms
- A genuine build-it role: shape a brand-new national channel from the ground up, with direct visibility to senior leadership.
- Competitive base salary plus commission,
- Clear career growth path: progress from Sales Executive to Sales Manager and beyond as the channel scales and you grow with it.
- Full statutory insurance, annual leave, 13th-month salary, and performance-based incentives.
