Sales Leader – HORECA / Channel & E-Commerce Sales (Kitchen Appliances)

Overview

We are partnering with a growing organization in the consumer durables sector to hire a Sales Executive based in Indonesia to drive both B2B and B2C business growth for its kitchen appliance portfolio.

The role will focus on expanding the company's presence across:

• HORECA and food service operators
• Distributor and reseller networks
• E-commerce and online sales channels

The products are primarily positioned within the professional and commercial kitchen ecosystem, with growing opportunities in online and consumer channels.

This position is ideal for a commercially driven sales professional with strong local market relationships, understanding of Indonesia's distribution landscape, and experience managing both offline and digital sales channels.

Key Responsibilities

B2B / HORECA Sales

• Develop and grow sales across:
• HORECA accounts
• Restaurants, cafés, hotels, and catering businesses
• Commercial kitchens and food service operators
• Build strong relationships with:
• Distributors
• Dealers and reseller networks
• Hospitality and F&B groups
• Identify and develop new business opportunities within the commercial kitchen and food service ecosystem.

Channel & Distributor Management

• Manage and expand distributor and reseller partnerships across Indonesia.
• Drive product visibility, channel engagement, and sales growth through partners.
• Support channel partners with product training, promotions, and business development activities.

E-Commerce & B2C Growth

• Support and drive the growth of online sales channels including:
• E-commerce marketplaces
• Online retailers
• Digital store platforms
• Work closely with internal and external stakeholders to improve:
• Online product visibility
• Promotions and campaigns
• Digital sales performance
• Monitor e-commerce trends, pricing, competitor activity, and customer buying behaviour.

Business Development & Market Intelligence

• Conduct market mapping and identify growth opportunities across both B2B and B2C segments.
• Gather insights on competitors, pricing, customer trends, and market developments.
• Prepare sales forecasts and support business growth planning.

Requirements:

Experience

• Proven experience in sales within:
• Consumer durables
• Kitchen appliances
• Food service equipment
• Hospitality-related products
• Strong exposure to:
• HORECA sales
• Distributor / reseller management
• E-commerce or online sales channels

Industry Exposure

Experience selling into:

• Restaurants & café chains
• Hotels & hospitality groups
• Catering businesses
• Commercial kitchens
• Consumer appliance or online retail channels

Core Competencies

• Strong business development and relationship management capability
• Good understanding of distributor-led sales models
• Familiarity with Indonesia's e-commerce ecosystem and online sales platforms
• Commercially driven with strong negotiation and communication skills
• Ability to work independently and drive territory growth

Preferred Profile

• Existing network within HORECA, distributors, or reseller ecosystem in Indonesia
• Experience managing both traditional and digital sales channels
• Understanding of commercial kitchen appliance market preferred
• Bahasa Indonesia and English communication capability preferred

What This Role Offers

• Opportunity to drive growth across both B2B and B2C channels
• Exposure to distributor, HORECA, and e-commerce ecosystems
• High visibility role within a growing business
• Opportunity to shape market expansion strategies in Indonesia

Ideal Candidate

This role is suited for a sales professional who:

• Has strong local market connections
• Enjoys developing both channel and direct business
• Understands the dynamics of HORECA and online sales

Is commercially driven and comfortable operating in a growth focused environment