B2B Manager

About the role

Responsible for growth of the B2B channel business in terms of sales, profit, and market share for corporate clients including hotels, restaurants and cafés (HoReCa), bakeries, food and beverage manufacturers using milk as raw material (Food Ingredients), government agencies and institutions, and distributors. This position develops channel strategy, manages key accounts, expands the customer base, and leads the team to achieve business objectives.

Key responsibilities

• Define B2B business strategy and annual business plan, segmented by customer groups (HoReCa, Bakery & Café, Food Manufacturer, Institution, Distributor)
• Manage sales targets, gross profit, and budget for the B2B channel (Channel P&L)
• Determine pricing structure, trading terms, and discount policies for corporate customers
• Manage relationships and develop joint business plans with key accounts such as coffee chains, hotel chains, and food manufacturing plants
• Expand customer base (New Business Development) and open new industry market segments
• Negotiate sales contracts, pricing, and delivery terms with corporate customers
• Manage and develop distributor networks
• Analyze customer needs to determine products, packaging sizes (Foodservice Pack), and appropriate offerings
• Collaborate with R&D to develop customized products or formulas for customers
• Plan marketing activities and sales support such as product demonstrations, barista/chef workshops, trade shows (THAIFEX, Food Ingredients Asia), and sales materials (catalogs, spec sheets, recipe guides)
• Monitor sales, profit, pipeline, and performance by customer; report to management
• Track market trends, competitors, and raw milk prices to adjust strategy accordingly
• Develop sales forecasts in collaboration with Supply Chain and Production teams
• Manage, develop, and set KPIs for sales and B2B marketing teams
• Coordinate with Supply Chain, QA/QC, R&D, Finance, and Brand teams to deliver products and services to customers to standard

About you

• Bachelor's degree or higher in Business Administration, Marketing, Food Science, or related field
• 5+ years of experience in B2B sales or business development, with at least 3 years in a management role
• Experience in Foodservice, Food Ingredients, dairy, beverages, or food FMCG business is highly valued
• Understanding of HoReCa, Bakery & Café, food industry markets, and distributor systems
• Ability to manage P&L, structure pricing, and analyze customer profitability
• Basic knowledge of food standards such as FDA, GMP/HACCP, Halal, and Cold Chain systems
• Proficiency with CRM systems and data analysis tools
• Good English communication skills
• Excellent leadership, negotiation, and presentation skills
• Ability to build long-term relationships with customers and partners
• Strategic thinking with strong execution capability
• Ability to work under pressure and meet sales targets
• Willingness to travel to meet customers in Bangkok and other provinces