HORECA Sales Representative

Duties and Responsibilities

• Manage and grow a portfolio of HORECA accounts (hotels, restaurants, cafés, catering outlets) and JOG sites/host partners, executing structured call cycles and visit schedules across both channels.
  
• Build and maintain strong relationships with key decision makers across both channels — chefs, buyers, procurement managers, catering managers and HORECA owners, as well as office/facilities managers, institution administrators and property/landlord managers at JOG host sites.
  
• Identify, pitch and convert new HORECA business opportunities and new JOG kiosk/coffee-station locations within the assigned territory; drive penetration in existing accounts and sites through additional stations, expanded menus, upselling and cross-selling.
  
• Track and follow up on tenders and business leads across both channels, maintaining an updated account/site-prospect pipeline and activity tracker.
  
• Deliver professional coffee demonstrations, cuppings and tastings to prospective and existing HORECA and JOG customers; set up, dial in and calibrate espresso and brewing equipment at JOG stations.
  
• Uphold Java House coffee quality and presentation standards at every HORECA account and JOG location.
  
• Train JOG site baristas, attendants and partner staff on coffee preparation, equipment care and serving standards; advise HORECA and JOG partners on menu integration, recipes and brewing methods that grow sales.
  
• Ensure accurate and timely order and supply management for each HORECA account and JOG site — capture, validation and follow-through — and proactively communicate fulfilment status to customers and partners.
  
• Ensure compliance with company credit policy across HORECA and JOG accounts; collect all outstanding debts on time and maintain healthy credit positions; provide input on customer credit terms based on risk assessment and performance; collaborate with Finance on the timely, accurate allocation of payments (M-PESA, EFT, etc.) and credit/debit note issuance.
  
• Develop and present quarterly promotional plans and sampling proposals for HORECA outlets and JOG sites; propose and implement branding, visibility, activations and loyalty initiatives; actively participate in trade fairs, activations, barista showcases and industry events.
  
• Act as the primary point of contact for all HORECA and JOG customer/partner enquiries in the territory; ensure all complaints are logged, escalated and resolved within 72 hours, with follow-ups to confirm satisfaction and retention.
  
• Submit weekly and monthly sales performance reports covering both channels; maintain an updated prospect pipeline; track customer/site retention rate, growth and category performance; provide market insights, competitor activity and customer/host feedback to inform pricing, format and trade-marketing decisions.
  
• Represent the Java House brand with professionalism and passion at every HORECA account and JOG location and in the trade at all times; perform any other duties as assigned.
  

Core Competencies

Skills

• Genuine passion for coffee, with strong coffee craft, palate and sensory skills
  
• Hands-on barista skills: espresso extraction, milk texturing, brewing methods and equipment calibration
  
• Strong sales and territory/account management skills
  
• Relationship management and negotiation
  
• Presentation and demonstration skills, comfortable performing before groups
  
• Account and activity planning
  
• Excellent planning, organisation, execution and time management
  
• Analytical and problem-solving skills
  
• Strong commercial awareness and business acumen
  
• Self-motivation and an ambitious, go-getter nature; able to work independently in the field
  
• Advanced interpersonal skills
  
• Highly developed written and verbal communication skills
  

Knowledge & Qualifications

• Degree or Diploma in a business-related field, sales & marketing, hospitality or an equivalent qualification
  
• Professional barista training or certification (e.g. SCA Barista Skills, Brewing or Sensory modules) is a strong added advantage
  
• Working knowledge of CRM/sales tools and MS Office; strong numeracy for pricing, margins and collections
  
• Network of café, office, HORECA and institutional contacts is an added advantage
  

Experience

• Minimum 5 years' hands-on experience as a barista in a busy specialty coffee, café or HORECA environment, with demonstrable mastery of coffee craft — this role targets a practising barista ready to move into commercial field sales across both HORECA and JOG channels
  
• Good to have: previous barista competition experience (e.g. national barista championships, latte art or brewers cup competitions), reflecting craft excellence and confidence performing before an audience
  
• Exposure to sales, customer-facing account management or business development within HORECA, hospitality or FMCG is a strong advantage
  
• Experience with Customer Relationship Management (CRM) systems an added advantage
  
• Track record of building strong customer relationships and exceeding service expectations