Job Description

Job Summary:
The Sales Executive (Food Service) is responsible for driving sales growth for Borong Food Solution (BFS) within the HORECA channel - including Hotels, Restaurants, Cafes, and Bakeries.
This role focuses on expanding Borong's newly established Food Solution segment through proactive lead generation, product sampling, and customer relationship management.
The Sales Executive plays a key role in building Borong's food service network, increasing repeat orders, and enhancing the profitability of the BFS segment. The position requires flexibility to work outside standard office hours, depending on customer schedules and operational needs.
Key Accountabilities:
1. Sales Development & Lead Generation

• Identify and engage potential customers across HORECA, cafe, and bakery segments.
• Conduct regular visits to introduce products, distribute samples, and close sales.
• Maintain an active sales pipeline and ensure timely follow-up on all prospects.
• Achieve monthly sales targets through consistent conversion and retention.
• Cold calling, walk-ins, get referral.

2. Customer Relationship Management

• Build and maintain long-term relationships with cafe owners, chefs, and purchasing managers.
• Gather customer feedback and ensure high service quality to encourage repeat purchases.
• Act as the main point of contact for all BFS food service customers.

3. Product Promotion & Market Expansion

• Execute product sampling, demos, and mini campaigns to drive trial and visibility.
• Collaborate with marketing and operations teams to coordinate trade promotions, including Salaam Market Maybank and Maybank voucher tie-ins.
• Identify upselling and cross-selling opportunities across Borong's product range.

4. Reporting & Coordination

• Update CRM system with accurate sales data, prospects, and feedback.
• Provide regular reports on pipeline, customer visits, competitor activity, and market trends.
• Work closely with Operations to ensure smooth order fulfillment and customer onboarding.

Position Specification:

• Minimum Diploma or SPM equivalent; preferably in Business, Marketing, or Hospitality.
• 1-3 years of experience in food service, F&B distribution, or HORECA sales.
• Proven track record in cafe, restaurant, or ingredient-based product sales is an advantage.
• Strong communication, negotiation, and presentation skills.
• Proactive, self-motivated, and comfortable working in a target-driven environment.
• Possess own transport and willing to travel within Klang Valley and nearby regions.
• Strong interpersonal and persuasive communication skills.
• Good understanding of cafe and food service operations.
• Analytical mindset to identify opportunities and respond to market trends.
• Team-oriented but capable of working independently to achieve sales goals.
• Passionate about food, beverage, and product innovation.

What Borong Malaysia offers

• Get to work with young talents
• Competitive remuneration
• Great Paid Leave entitlements
• Company parties/ events and other exciting activates.
• Ongoing career opportunities.
• To find out what our people say about working at Borong Malaysia, visit: Borong Careers - Building innovative solutions to help SMEs grow. | Borong.com

COUNTRY: Malaysia

Skills Required