National Sales Manager

National Sales Manager – HoReCa Industry
Are you looking for a role with real impact—not just an administrative position, but one where you can truly build? You will shape the national strategy, take a high-performing team to the next level, and leave a visible mark on the HoReCa market.
We are looking for a sales leader with an entrepreneurial vision for a leading equipment supplier in the HoReCa industry. You must be capable of leading a national team of professionals, scaling the company's presence, and synergistically coordinating Marketing activities. You will be a builder, but equally involved in implementation—with real authority, high autonomy, and a direct line of communication to the CEO.

Candidate Profile:

• Minimum 10 years in B2B sales, focusing on professional equipment, FMCG, or industries adjacent to HoReCa.
• Minimum 5 years in national sales management roles, leading teams of at least 8–10 people.
• A demonstrable track record of hitting and exceeding targets with concrete figures, not just responsibilities.
• Experience in "hunting" activities—building relationships from scratch rather than just managing an existing portfolio.
• An active portfolio of relationships within the HoReCa industry is a significant advantage.
• Experience managing margins, per-account profitability, and pricing structures.
• You treat the company's business as if it were your own.
• Macro-thinking combined with execution capability—the ability to translate long-term strategic vision into operations.
• Highly autonomous; you act proactively within agreed strategic directions without needing constant supervision.
• Ability to perform in dynamic, changing environments with multiple priorities and uncertainty.
• The ability to convince, negotiate, and inspire the team, partners, and clients.
• Decisions based on arguments and data rather than intuition; comfortable with analysis and reporting.
• Anticipates problems and provides solutions before being asked.
• An authentic desire for continuous personal and professional development.
• Advanced English skills , higher education (Economic profile is an advantage) , and a Category B driving license, and availably to travel up to 50% of time.

Strategy & Commercial Growth

• Define and implement the national sales strategy for the HoReCa and retail segments (restaurants, hotels, catering, communities).
• Identify and open new strategic accounts through proactive hunting to expand the key client portfolio.
• Monitor the market, competition, and HoReCa trends to rapidly adjust commercial tactics.
• Analyze profitability per account, channel, and product; implement margin adjustments to maximize contribution.

NationalTeam Management

• Coordinate, motivate, and develop a team of sales representatives distributed nationwide.
• Set individual and team targets; monitor KPIs and intervene proactively when deviations occur.
• Conduct regular coaching and training sessions to increase team performance.
• Participate actively in recruitment and onboarding to strengthen the team.

Marketing & Commercial Communication:

• Coordinate Marketing activities in alignment with sales objectives (campaigns, trade fairs, sales materials).
• Collaborate with the marketing team to develop product messaging and sales arguments tailored for HoReCa.
• Validate and prioritize marketing initiatives based on estimated commercial impact.

Reporting & Financial Management:

• Build and regularly present performance reports, forecasts, and pipeline analyses to the CEO.
• Manage the sales department budget with efficiency and responsibility.Utilize CRM and Business Intelligence tools for data-driven decision-making.

What We Offer

• Competitive Compensation: Attractive fixed salary + performance-based variable bonus (transparent structure, clear KPIs).
• Tools: Company car, phone, and laptop.
• Empowerment: Operational budget and real decisional autonomy in managing the team and portfolio.
• Efficiency: Direct access to the CEO for quick decisions without excessive bureaucracy.