Sales Executive - Reformatory Lab
About Reformatory Lab
The Reformatory Lab is here to challenge the ordinary. Built around a passion for exceptional specialty coffee, great food and memorable experiences, we’re bringing a fresh approach to coffee culture in the UAE.
But we’re about more than what’s in the cup. Behind every experience is a team of passionate, curious and creative people who care about quality, authenticity and doing things differently.
As The Reformatory Lab grows, we’re looking for people who bring energy, personality and ideas to what they do — and who aren’t afraid to challenge the status quo.
Join The Reformatory Lab and be part of a team that’s raising expectations, creating memorable experiences and changing the way people think about coffee.
Role Purpose:
Reformatory Lab is looking for a driven Sales Executive to support B2B and wholesale growth across Dubai's hospitality sector. Working under the Sales Manager, you'll help build and manage client relationships across HORECA accounts, support the sales pipeline, and contribute to hitting team sales targets
Key Responsibilities:
Support and help manage the B2B/wholesale sales pipeline across hotels, restaurants, cafés, and other HORECA accounts
Identify new business leads and opportunities within the Dubai and UAE hospitality market
Build and maintain relationships with client contacts (F&B managers, procurement teams, restaurant/café operators)
Assist in contract discussions, pricing proposals, and terms agreements, escalating to the Sales Manager as needed
Manage assigned accounts, ensuring client satisfaction and identifying opportunities for account growth
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 in a timely manner
Support the Sales Manager with market research, competitor tracking, and reporting
Represent Reformatory Lab at client meetings, industry events, and trade shows as needed
Coordinate with operations/production teams to ensure smooth order fulfillment and delivery
What you'll bring:
QUALIFICATIONS
Bachelor’s degree or Equivalent
EXPERIENCE
Background in hospitality (F&B, hotel operations, catering, or related field) preferred
Prior experience in B2B/wholesale sales, ideally within food & beverage or a related supply category
Existing HORECA contacts/network in the UAE market is a plus
Good negotiation and relationship-building skills
SKILLS AND COMPETENCIES
Target-driven with a strong work ethic and willingness to be out in the field
Excellent communication, presentation, and relationship-building skills
Self-motivated, target-driven, and comfortable working independently in the field
Valid UAE driver's license required
Using GenAI in Your Application Process
To support a fair and consistent experience for all candidates, we ask that assessments and interviews are completed independently and without assistance from generative AI tools. This ensures we understand your strengths, your thinking, and how you approach real situations.
Why join Arada?
At Arada, you'll have the opportunity to contribute to projects that transform communities while working alongside talented professionals in a culture that values innovation, collaboration and continuous growth. We are committed to creating an inclusive workplace where everyone has the opportunity to thrive and make a meaningful impact.
Equal Opportunity Statement
Arada is committed to creating a diverse and inclusive workplace. We welcome applications from all qualified individuals and make employment decisions based on merit, experience and business needs.
- Department
- Hospitality & Entertainment
- Role
- Sales
- Location
- Dubai