Sales Executive

PURPOSE OF THE ROLE: Reformatory Lab is looking for a driven Sales Executive to support B2B and wholesale growth across Dubai's hospitality sector. Working under the Sales Manager, you'll help build and manage client relationships across HORECA accounts, support the sales pipeline, and contribute to hitting team sales targets. PRIMARY RESPONSIBILITIES: Support and help manage the B2B/wholesale sales pipeline across hotels, restaurants, cafés, and other HORECA accounts Identify new business leads and opportunities within the Dubai and UAE hospitality market Build and maintain relationships with client contacts (F&B managers, procurement teams, restaurant/café operators) Assist in contract discussions, pricing proposals, and terms agreements, escalating to the Sales Manager as needed Manage assigned accounts, ensuring client satisfaction and identifying opportunities for account growth Conduct regular client visits and site meetings across Dubai (own transport required) Meet individual sales targets set by the Sales Manager Maintain accurate records of sales activity, client interactions, and pipeline status in the CRM Follow up on leads, quotations, and orders in a timely manner Support the Sales Manager with market research, competitor tracking, and reporting Represent Reformatory Lab at client meetings, industry events, and trade shows as needed Coordinate with operations/production teams to ensure smooth order fulfillment and delivery Qualifications Bachelor’s degree or Equivalent Experience Background in hospitality (F&B, hotel operations, catering, or related field) preferred Prior experience in B2B/wholesale sales, ideally within food & beverage or a related supply category Existing HORECA contacts/network in the UAE market is a plus Good negotiation and relationship-building skills Skills And Competencies Target-driven with a strong work ethic and willingness to be out in the field Excellent communication, presentation, and relationship-building skills Self-motivated, target-driven, and comfortable working independently in the field Valid UAE driver's license required