Sales Executive – B2B Hospitality (Dubai)

About the role

Reformatory Lab is seeking a motivated Sales Executive to drive B2B and wholesale growth within Dubai’s hospitality sector. Reporting to the Sales Manager, you will build and manage relationships with hotels, restaurants, cafés and other HORECA accounts, supporting the sales pipeline and contributing to team targets.

Key responsibilities

• Support and manage the B2B/wholesale sales pipeline across hotels, restaurants, cafés and other HORECA accounts in Dubai and the UAE.
• Identify new business leads and opportunities within the hospitality market.
• Build and maintain relationships with F&B managers, procurement teams and operators.
• Assist in contract discussions, pricing proposals and terms, escalating to the Sales Manager when needed.
• Manage assigned accounts, ensure client satisfaction and seek growth opportunities.
• Conduct regular client visits and site meetings across Dubai (own transport required).
• Meet individual sales targets set by the Sales Manager.
• Maintain accurate records of sales activity, client interactions and pipeline status in the CRM.
• Follow up on leads, quotations and orders promptly.
• Support market research, competitor tracking and reporting.
• Represent Reformatory Lab at client meetings, industry events and trade shows.

Required profile

• Bachelor’s degree or equivalent.
• Background in hospitality (F&B, hotel operations, catering) preferred.
• Prior experience in B2B/wholesale sales, ideally within food & beverage or related supply categories.
• Existing HORECA contacts/network in the UAE is a plus.
• Valid UAE driver’s license.

Required skills

• CRM proficiency.