HORECA Sales Representative

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Role: Hotels, Restaurants, Catering (HORECA) Sales Representative
Employer: Capitol Foods SL
Reports to: Sales Director
Application Deadline: January 23, 2025
Location: Grafton Head Office and Freetown, Sierra Leone

 

Application Instructions: Submit CV and Cover Letter to info@afriqia-solutions.com with “HORECA Sales Representative” in Subject Line.

 

About Company 

Capitol Foods was established in 2013 and emerged as a dedicated force in Sierra Leone’s agricultural landscape. More than a company, it embodies a commitment to nurturing lives and empowering local farmers by producing premium cocoa and fruit products The company promotes sustainable practices-achieving certifications such as Organic EU & NOP and Free Trade, fair partnerships, and market access, fostering economic growth. Their vision is a thriving, interconnected ecosystem where quality sustains communities and communities nurture quality. ​​

 

Key Purpose

The HORECA Sales Representative is responsible for maintaining and growing Capitol Foods’ sales within the Hotels, Restaurants, and Cafés (HORECA) segment. The role focuses on driving product availability and visibility in hospitality sector, delivering excellent customer service, and achieving monthly and quarterly sales targets through disciplined field execution, strong relationships, and accurate reporting.

  • Customer & Key Account Management

  • Build, nurture, and manage relationships with key HORECA clients (hotels, restaurants, cafés, caterers).
  • Maintain a structured visit plan and provide regular follow-up to ensure satisfaction, repeat orders, and account retention.

  • Sales Execution, Forecasting & Reporting

  • Develop and execute weekly and monthly sales plans to achieve and exceed agreed targets.
  • Capture orders, track deliveries, and provide timely sales forecasts based on pipeline and outlet demand.
  • Maintain accurate records of customer interactions, orders, and activities in the company’s CRM or sales reporting tools.

  • Product Knowledge, Promotion & Activation

  • Demonstrate strong knowledge of Capitol Foods’ products and advise customers on product benefits, usage, and menu applications where relevant.
  • Support promotions, tastings/demos, and in-outlet activations in collaboration with the marketing team.
  • Ensure point-of-sale materials and visibility standards are executed in priority outlets where applicable.

  • Negotiation & Contracting

  • Negotiate pricing, terms, and commercial agreements in line with company guidelines to ensure mutually beneficial outcomes.
  • Support contract renewals and manage customer expectations on pricing, promotions, and service levels.

  •  Coordination & Service Recovery

  • Coordinate with operations/logistics to confirm product availability, delivery schedules, and timely order fulfilment.
  • Act as the first point of contact for client concerns and resolve issues related to delivery, quality, or service promptly.
  • Work closely with finance/credit (where applicable) to support collections and manage credit terms responsibly.

  • Market & Competitor Intelligence

  • Monitor competitor activity, pricing, and market trends; identify new opportunities and customer needs in the HORECA sector.
  • Share actionable market insights with the Sales Manager and marketing teams to improve offers and execution.

Qualifications & Experience

  • Diploma or Bachelor’s degree in Business, Marketing, Sales, or a related field (or equivalent experience).
  • 3-5 years of relevant sales experience, preferably in FMCG, foodservice, hospitality supply, or on-trade channels.
  • Proven ability to build relationships, negotiate effectively, and deliver sales targets.
  • Comfortable with field work; driver and vehicle provided by company. 
  • Working knowledge of MS Office; experience using CRM tools is an advantage.
  • Strong communication skills in English and Krio.

Skills and Competencies

  • Customer focus and service mindset
  • Negotiation and influencing
  • Planning and disciplined execution
  • Problem solving and service recovery
  • Data-driven reporting and forecasting
  • Team collaboration and accountability