HoReCa Sales Lead (Tableware) — SHAY

About SHAY

SHAY is a design-led Indian tableware brand loved by consumers and cafés alike. We’re now doubling down on HoReCa to become the go-to partner for café/restaurant-grade ceramic tableware (and adjacent categories over time).

Role SummaryYou will lead and build SHAY’s HoReCa sales engine—owning new business, key accounts, channel partners, and online B2B sales. This is a builder role: you’ll set the playbook, open strategic accounts, and scale revenue with healthy margins.

What you’ll do (Responsibilities)

• Own new business: Prospect, pitch, and close cafés, roasteries, QSRs, restaurants, boutique hotels, and F&B groups; maintain a 3–4× pipeline vs. target.
• Key Account Management: Land & expand multi-outlet deals; set reorder cadences; manage pricing, payment terms, and on-time deliveries with ops.
• Build the engine: enforce CRM discipline (stages, weekly reviews, forecasting), codify SOPs (sampling, trials, credit, collections/DSO, sell-through), and publish playbooks (catalogs, pricing ladders, discount/approval).
• Channel/Partner network: Onboard F&B consultants, distributors, and project firms.
• Online HoReCa sales: Convert website/B2B marketplace leads; run sampling/trials and improve lead→PO and sample→PO conversions.
• Market feedback → product: Share insights on high-velocity SKUs, finishes, pack sizes, and MoQs; help shape catalogs/line sheets and pricing.
• Process & reporting: Keep CRM hygiene (HubSpot/Zoho/Salesforce), accurate forecasts, and healthy collections/DSO with finance.
• Brand presence: Represent SHAY at trade shows, city roadshows, and buyer meets; schedule productive buyer calendars.

What we’re looking for (Qualifications)

• 2+ years in HoReCa sales (tableware/F&B supplies/kitchenware/food-service equipment/packaging etc.).
• Tableware sales is a plus (not compulsory).
• Online/B2B sales understanding (website or marketplaces) is a plus.
• Café market exposure (chains or boutique cafés) is highly valued.
• Strong negotiation, proposal writing, and CRM + Excel/Sheets skills.
• Relationships with roasters, coffee chains and F&B consultants. 

What success looks like (KPIs)

• First 60 days: Generate 50–80 qualified leads and close at least ₹10 lakh in orders.
• 3–6 months: Achieve ₹10–15 lakh/month HoReCa run-rate with positive gross margins; double down on learnings and scale sustainably.
• Ongoing: Maintain healthy gross and net margins; improve repeat rate (reorder frequency) and AOV; uphold CRM hygiene and forecast accuracy.