Sales Manager – B2B & Wholesale

About the role

Reformatory Lab is seeking a Sales Manager to lead and grow its B2B and wholesale business across Dubai and the wider UAE. The role owns the sales strategy, revenue targets, and pipeline while managing key HORECA accounts and strategic partnerships.

Key responsibilities

• Set and own the B2B/wholesale sales strategy and targets for the Dubai/UAE market.
• Lead high‑value HORECA relationships (hotel groups, major restaurant chains) directly.
• Negotiate contracts, finalize pricing and terms, and approve new accounts and discount structures.
• Build, coach, and manage the sales team, including Sales Executives.
• Analyze pipeline data, forecast revenue, and report performance to leadership.
• Identify new market segments, channels, or partnership opportunities.
• Represent the company at senior industry events and key client meetings.

Required profile

• Bachelor’s degree or equivalent.
• Proven years in B2B/wholesale sales with a hospitality background in the UAE.
• Track record of leading a sales pipeline or team, not just contributing.
• Established HORECA network within the UAE market.
• Valid UAE driver’s license.

Required skills

• Strong contract negotiation skills with a history of closing deals.
• People management experience leading sales teams.
• Excellent communication, presentation, and relationship‑building abilities.
• Self‑motivated, target‑driven, and comfortable working independently in the field.