Sales Executive - HORECA

About the Company

Founded in 1996, Happy Alliance (M) Sdn. Bhd. has since become one of the world's most innovative Nata De Coco manufacturer. Having established a few brands, the company expanded its operations rapidly in both local and international markets. Today, the brands under Happy Alliance (M) Sdn. Bhd. is most notable for its wide range of premium Nata De Coco, jelly, jelly drink, konjac jelly, fruit drink and pudding.

About the Role

We are looking for a driven and commercially minded Sales Executive – HORECA to develop and manage sales within the Hotel, Restaurant, and Café (HORECA) sector. This role is responsible for building strong client relationships, identifying new business opportunities, achieving sales targets, and supporting customer satisfaction within the assigned territory. The ideal candidate should have a good understanding of the local HORECA landscape, strong sales instincts, and the ability to manage accounts while expanding new business opportunities.

Responsibilities

• Sales & Business Development
• Identify, approach, and develop new HORECA clients, including hotels, restaurants, cafés, catering companies, and cloud kitchens
• Build and maintain strong relationships with existing and potential customers
• Achieve monthly and annual sales targets in line with company objectives
• Promote and sell the company's products to HORECA customers
• Prepare and deliver sales presentations, product introductions, and proposals
• Negotiate pricing, contracts, and payment terms with clients
• Monitor customer needs, market trends, and competitor activities to identify growth opportunities
• Work closely with internal teams to ensure smooth order fulfillment and customer support

Qualifications

• Bachelor's degree in Business Administration, Marketing, Hospitality, or a related field is preferred, but not mandatory
• 2–5 years of sales experience in the HORECA, FMCG, or food service industry
• Strong negotiation, communication, and relationship management skills
• Good knowledge of the local HORECA market and customer landscape
• Self-motivated, results-oriented, and able to work independently
• Valid driver's license is an advantage for this field-based role
• Proficiency in MS Office and CRM software is preferred

Pay range and compensation package

Salary: RM 5,000+ per month, depending on experience and qualifications. Compensation is negotiable for the right candidate.