Institutional Sales Manager – FMCG

About the role

The Institutional Sales Manager will lead sales growth and market penetration within the HORECA (Hotels, Restaurants, Cafés/Catering) and Institutional sectors. You will develop strategic customer relationships, identify new business opportunities, and ensure long‑term sustainability of the business.

Key responsibilities

• Design and execute sales strategies to expand the HORECA and Institutional segments.
• Identify, acquire, and manage new customers such as hotels, restaurants, catering firms, schools, hospitals, government bodies and NGOs.
• Achieve monthly, quarterly and annual revenue targets.
• Conduct market visits to capture opportunities, monitor competitors and gather intelligence.
• Deliver compelling sales presentations and product demonstrations.
• Build and maintain relationships with key decision‑makers, negotiate contracts and pricing.
• Ensure high customer satisfaction through proactive account management.
• Expand product distribution and visibility with distributors and internal teams.
• Prepare accurate sales forecasts, budgets and regular performance reports.
• Collaborate with Marketing, Supply Chain, Finance and Customer Service for seamless execution.

Required profile

• Bachelor’s degree in Business Administration, Marketing, Sales, Commerce or a related field.
• Minimum 5 years of sales experience in the FMCG sector, with at least 3 years focused on HORECA and Institutional sales.

Required skills