Horeca Key Accounts Executive (110k) at Sheer Logic

About the Role

• Our client, a leading organisation in the fast-moving consumer goods (FMCG) sector, is seeking a commercially driven and relationship-oriented Hospitality Key Accounts Executive to grow beverage sales and strengthen brand presence across hotels, restaurants, bars, cafés and private member clubs.
• The successful candidate will leverage their hospitality industry experience to develop strategic customer relationships, expand product distribution, secure beverage menu listings and implement impactful brand activation initiatives. This role requires a professional who understands hospitality operations and can engage confidently with decision-makers while identifying opportunities for sustainable business growth.
• The role requires flexibility to engage with hospitality customers and support brand activations during evenings, weekends and other non-traditional working hours when necessary.

Responsibilities

Key Account Management & Business Development

• Identify, develop and onboard new business accounts across hotels, restaurants, fine-dining establishments, bars, cafés and private member clubs.
• Build and maintain strong relationships with Food and Beverage Directors, General Managers, procurement teams, sommeliers and head bartenders.
• Negotiate beverage menu listings, cocktail menu integrations, product placements and exclusive supply or pouring arrangements.
• Identify opportunities to expand product distribution, increase sales volumes and grow the client’s share of business within assigned accounts.
• Develop account plans and commercial partnerships aligned with sales and business objectives.

Trade Marketing & Brand Activation

• Plan and execute beverage promotions, brand launches, product masterclasses, guest bartender sessions and other customer engagement activities.
• Coordinate brand visibility and placement of point-of-sale materials in line with brand standards and venue requirements.
• Conduct product knowledge and sensory training for hospitality staff to improve product recommendations and customer engagement.
• Work closely with hospitality partners to develop promotional initiatives that enhance consumer experiences and support sales growth.
• Monitor the effectiveness of activations and recommend improvements based on performance.

Market Intelligence & Commercial Performance

• Monitor competitor pricing, product listings, promotional activities and distribution strategies within the assigned territory.
• Identify emerging trends in hospitality, mixology, dining and beverage consumption.
• Track sales volumes, commercial budgets and returns on investment for customer and promotional initiatives.
• Analyse account performance and identify opportunities to improve sales, distribution and profitability.
• Prepare regular reports on account development, market trends, sales performance and brand activation outcomes.

Experience

• Bachelor’s degree in Business Administration, Marketing, Hospitality Management or a related field.
• At least 2–4 years of direct experience in premium hospitality operations, preferably as an F&B Manager, Assistant Restaurant Manager, Head Bartender, Sommelier or in a similar role.
• A strong understanding of hotel and restaurant profit and loss, inventory management, menu costing and hospitality service standards.
• Demonstrated commercial, negotiation, relationship management and business-to-business (B2B) selling skills.
• Experience developing customer accounts, negotiating product placements or implementing trade marketing initiatives is an advantage.
• Strong understanding of beverage products and hospitality industry dynamics.
• Excellent communication, presentation, networking and stakeholder management skills.
• Ability to engage confidently with senior commercial decision-makers as well as frontline hospitality teams.
• Relevant industry certifications, such as WSET or barista certifications, are an added advantage.