Area Manager HORECA

Confidential Company

The Area Manager – HoReCa is responsible for driving business growth within the HoReCa and Events segment for f&b brands. This role focuses on identifying and acquiring new event opportunities, managing key accounts, ensuring flawless event execution, and building strong long-term partnerships. The Area Manager will work closely with cross-functional teams to deliver profitable results, enhance customer satisfaction, and uphold brand standards across all HoReCa and event operations

1. KEY JOB RESPONSIBILITIES

Financial

• Achieve annual HoReCa sales targets for events, catering, and institutional clients.
• Negotiate commercial terms with event organizers, corporate clients, and distribution partners to maximize profitability.
• Prepare sales forecasts, track performance, and recommend corrective actions to close gaps.
• Ensure cost-effective planning and execution of events, optimizing manpower, logistics, and product usage.

Customer

• Monitor receivables and ensure timely payments from all HoReCa customers.
• Identify, pitch, and acquire new event opportunities for Baskin Robbins and other brands.
• Build and maintain strong relationships with event agencies, corporate clients, hotels, schools, catering firms, and institutional partners.
• Ensure exceptional customer experience at all events through high service standards and brand representation.
• Act as the main point of contact for all HoReCa clients, ensuring timely issue resolution and proactive communication.
• Conduct regular customer visits to understand needs, explore growth opportunities, and reinforce partnerships.

Internal Business Process

• Lead end-to-end planning, coordination, and execution of events—from enquiry to final delivery.
• Work with Supply Chain, Operations, and Marketing to ensure smooth event operations, product availability, and brand visibility.
• Develop event proposals, product lists, manpower plans, and logistical requirements for each event.
• Ensure compliance with brand guidelines, food safety standards, and operational SOPs during all events.
• Maintain updated records of all events, contracts, pricing, and customer interactions in CRM tools.
• Track competitor HoReCa activities and share insights with management for strategic decisions.

People

• Coordinate with store teams and event crews to ensure proper staffing and training for events.
• Provide coaching to event staff on product knowledge, service quality, and customer handling.
• Foster collaboration across cross-functional teams to enhance event delivery.
• Support in onboarding and training new team members in HoReCa and event operations.