Monroe Consulting Group is partnering with a market-leading ceramic tableware business to appoint a Head of Sales who will drive growth across Indonesia's HORECA and retail channels.. We are seeking an experienced and commercially driven Head of Sales to lead the company's HORECA and Retail sales strategy across Indonesia.
This role is responsible for driving revenue growth, expanding market penetration, and strengthening market leadership within the tableware and food-service segment.
The ideal candidate will come from a relevant industry background such as tableware, ceramic plates, glassware, cutlery, or related serving products, with a strong understanding of hospitality and distribution channels.

Key Responsibilities

Sales Strategy & Execution

Develop and execute national sales strategies across HORECA and Retail channels
Deliver annual revenue, profitability, and margin targets
Identify growth opportunities in key cities and hospitality hubs
Drive sustainable market expansion and channel optimization

HORECA Channel Development

Build strategic relationships with hotel groups, restaurant chains, cafés, and catering companies
Manage project-based and tender sales opportunities
Lead key account management for strategic hospitality clients
Expand brand presence within premium hospitality networks

Retail & Distribution Management

Manage and strengthen distributor partnerships across Modern Trade and General Trade
Monitor sell-in and sell-out performance to ensure healthy channel movement
Improve distribution coverage, merchandising standards, and retail visibility
Identify opportunities to enhance in-store presence and retail penetration

Team Leadership

Lead, coach, and develop a high-performing national sales team
Establish KPIs, performance benchmarks, and reporting frameworks
Drive accountability, execution discipline, and a performance-driven culture
Build regional sales capability to support national growth

Market & Competitive Intelligence

Monitor competitor activity, pricing trends, and market dynamics
Provide strategic input on pricing, positioning, and product strategy
Support product launches, promotional campaigns, and channel-specific initiatives
Deliver insights to guide commercial decision-making

Requirements

Minimum 8-12 years of sales experience
At least 3-5 years in a senior sales leadership role
Mandatory experience in:
- tableware
- ceramic plates
- glassware
- cutlery
- or related serving product categories
Strong network within HORECA and/or retail distribution in Indonesia
Proven experience managing distributor networks
Demonstrated track record in delivering revenue growth and market expansion
Strong leadership, negotiation, and stakeholder management skills
Experience managing hotel or restaurant chain projects
Background in mid-to-premium tableware brands
Experience leading teams across multiple regions
Exposure to hospitality supply projects and tender processes