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HoReCa Sales Lead

2 weeks ago

Delhi, Delhi, India Shay Full time ₹ 10,00,000 - ₹ 15,00,000 per year

About SHAY

SHAY is a design-led Indian tableware brand loved by consumers and cafés alike. We're now doubling down on HoReCa to become the go-to partner for café/restaurant-grade ceramic tableware (and adjacent categories over time).

Role Summary
You will
lead and build SHAY's HoReCa sales
engine—owning new business, key accounts, channel partners, and online B2B sales. This is a builder role: you'll set the playbook, open strategic accounts, and scale revenue with healthy margins.

What you'll do (Responsibilities)

  • Own new business
    : Prospect, pitch, and close cafés, roasteries, QSRs, restaurants, boutique hotels, and F&B groups; maintain a
    3–4× pipeline
    vs. target.
  • Key Account Management
    : Land & expand multi-outlet deals; set reorder cadences; manage pricing, payment terms, and on-time deliveries with ops.
  • Build the engine:
    enforce CRM discipline (stages, weekly reviews, forecasting), codify SOPs (sampling, trials, credit, collections/DSO, sell-through), and publish playbooks (catalogs, pricing ladders, discount/approval).
  • Channel/Partner network
    : Onboard
    F&B consultants, distributors, and project firms
    .
  • Online HoReCa sales
    : Convert website/B2B marketplace leads; run sampling/trials and improve
    lead→PO
    and
    sample→PO
    conversions.
  • Market feedback → product
    : Share insights on high-velocity SKUs, finishes, pack sizes, and MoQs; help shape catalogs/line sheets and pricing.
  • Process & reporting
    : Keep
    CRM hygiene
    (HubSpot/Zoho/Salesforce), accurate forecasts, and healthy collections/DSO with finance.
  • Brand presence
    : Represent SHAY at trade shows, city roadshows, and buyer meets; schedule productive buyer calendars.

What we're looking for (Qualifications)

  • 2+ years in HoReCa sales (tableware/F&B supplies/kitchenware/food-service equipment/packaging etc.).
  • Tableware sales is a plus (not compulsory).
  • Online/B2B sales understanding (website or marketplaces) is a plus.
  • Café market exposure (chains or boutique cafés) is highly valued.
  • Strong negotiation, proposal writing, and CRM + Excel/Sheets skills.
  • Relationships with roasters, coffee chains and F&B consultants.

What success looks like (KPIs)

  • First 60 days:
    Generate
    50–80 qualified leads
    and
    close at least ₹10 lakh
    in orders.
  • 3–6 months:
    Achieve
    ₹10–15 lakh/month
    HoReCa run-rate with
    positive gross margins
    ; double down on learnings and scale sustainably.
  • Ongoing:
    Maintain
    healthy gross and net margins
    ; improve repeat rate (reorder frequency) and AOV; uphold CRM hygiene and forecast accuracy.