HoReCa Sales Lead (Tableware) — SHAY

About SHAY

SHAY is a design-led Indian tableware brand loved by consumers and cafs alike. Were now doubling down on HoReCa to become the go-to partner for caf/restaurant-grade ceramic tableware (and adjacent categories over time).

Role Summary You will lead and build SHAYs HoReCa sales engineowning new business, key accounts, channel partners, and online B2B sales. This is a builder role: youll set the playbook, open strategic accounts, and scale revenue with healthy margins.

What youll do (Responsibilities)

• Own new business : Prospect, pitch, and close cafs, roasteries, QSRs, restaurants, boutique hotels, and F&B groups; maintain a 34 pipeline vs. target.
• Key Account Management : Land & expand multi-outlet deals; set reorder cadences; manage pricing, payment terms, and on-time deliveries with ops.
• Build the engine: enforce CRM discipline (stages, weekly reviews, forecasting), codify SOPs (sampling, trials, credit, collections/DSO, sell-through), and publish playbooks (catalogs, pricing ladders, discount/approval).
• Channel/Partner network : Onboard F&B consultants, distributors, and project firms .
• Online HoReCa sales : Convert website/B2B marketplace leads; run sampling/trials and improve leadPO and samplePO conversions.
• Market feedback product : Share insights on high-velocity SKUs, finishes, pack sizes, and MoQs; help shape catalogs/line sheets and pricing.
• Process & reporting : Keep CRM hygiene (HubSpot/Zoho/Salesforce), accurate forecasts, and healthy collections/DSO with finance.
• Brand presence : Represent SHAY at trade shows, city roadshows, and buyer meets; schedule productive buyer calendars.

What were looking for (Qualifications)

• 2+ years in HoReCa sales (tableware/F&B supplies/kitchenware/food-service equipment/packaging etc.).
• Tableware sales is a plus (not compulsory).
• Online/B2B sales understanding (website or marketplaces) is a plus.
• Caf market exposure (chains or boutique cafs) is highly valued.
• Strong negotiation, proposal writing, and CRM + Excel/Sheets skills.
• Relationships with roasters, coffee chains and F&B consultants.

What success looks like (KPIs)

• First 60 days: Generate 5080 qualified leads and close at least 10 lakh in orders.
• 36 months: Achieve 1015 lakh/month HoReCa run-rate with positive gross margins ; double down on learnings and scale sustainably.
• Ongoing: Maintain healthy gross and net margins ; improve repeat rate (reorder frequency) and AOV; uphold CRM hygiene and forecast accuracy.