Sales Manager - 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 Sales Manager to lead and drive the growth of its B2B and wholesale business across Dubai and the wider UAE. The role will own the B2B sales strategy, revenue targets, and sales pipeline, while developing and managing key HORECA accounts and strategic partnerships. The Sales Manager will lead, coach, and develop the sales team, oversee commercial negotiations and account development, identify new business opportunities, and ensure consistent achievement of sales and profitability objectives.
Key Responsibilities:
Set the overall B2B/wholesale sales strategy and targets for the Dubai/UAE market
Own and lead high-value HORECA relationships (hotel groups, major restaurant chains) directly
Lead contract negotiations and final pricing/terms decisions
Build, coach, and manage the sales team (including Sales Executives)
Approve and sign off on new accounts, deal structures, and discount thresholds
Analyze pipeline data, forecast revenue, and report performance to leadership
Identify new market segments, channels, or partnership opportunities
Represent the company at senior industry events and key client meetings
Consistently meet or exceed monthly/quarterly/annual sales targets
Track sales activity, pipeline status, and forecasts using CRM tools; provide regular reporting to management
Monitor market trends, competitor activity, and customer needs to inform sales strategy
What you'll bring:
QUALIFICATIONS
· Bachelor’s degree or Equivalent
EXPERIENCE
Proven years in B2B/wholesale sales, with hospitality background required
Proven track record leading a sales pipeline or team, not just contributing to one
Experience in establishing HORECA relationships and network within the UAE market
SKILLS AND COMPETENCIES
Strong contract negotiation skills with a track record of closing deals
People management skills leading sales teams
Demonstrated success in account growth and achieving/exceeding sales targets
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