Area Sales Manager

Baileys Horse Feeds; United Kingdom; On-site; GBP 30,000 - 45,000; Full time

Job summary

A leading manufacturer in the equine feed industry seeks an Area Sales Manager to oversee the south-west region of the UK. You will manage relationships with wholesalers, merchants, and horse owners, ensuring sales growth and brand visibility. The ideal candidate will possess a deep understanding of the equine industry, excellent communication skills, and a proven track record in sales management.

Benefits

Company pension

Health insurance after probation

Qualifications

• Knowledge of equine disciplines and the equine industry.
• Proven experience managing and developing a sales territory.
• Ability to work independently and manage time effectively.

Responsibilities

• Developing and nurturing existing customers in a regional sales territory.
• Identifying and securing potential new customers through yard visits.
• Managing brand image and merchandising in stores.

Skills

Communication

Sales Management

Customer Relationship

Negotiation

IT & PC Literacy

Job description

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Closing Date for Applicants:
Thursday 31st July 2025

Baileys Horse Feeds, one of the leading horse feed manufacturers in the UK, is looking for an Area Sales Manager to cover the south west region of the country.

The Area -Cornwall, Devon, Somerset, Dorset, Avon, Wiltshire, Hampshire

Main Responsibilities.

Developing and nurturing existing customers in a regional sales territory

Working closely with existing customers to grow the sales of equine, poultry, and smallholder feed ranges

Managing a variety of customers including wholesalers, merchants and horse owners

Wholesalers & Merchants:

Carry out effective business reviews with our merchants to identify business and trade marketing opportunities that will grow sales.

Identifying and implementing a strategy to generate product sell in and through for the area

Liaising with retailers to identify and secure potential new users through yard visits

Supporting our retailers with staff training, delivering talks, training in stores, and developing feed advisors and local equine Ambassadors

Launching new products

Managing the brand image in-store through merchandising and displays

Horse owners:

Carry out visits to equine yards to consult and give feed advice to horse owners in a variety of disciplines, from leisure to professional riders

Identifying and securing potential new yards

Other responsibilities: -

Recruiting new customers to all our brands in equine, poultry, and agricultural feeds

Attending trade and equine events, locally and nationally as required

Reporting visits and updating information on our CRM system in line with company policy

Reporting on competitor activities

Liaising with the sales office team, marketing, and nutritional departments

About you: -

Essential experience and skills: -

Knowledge and understanding of a range of equine disciplines and the equine industry

Proven experience managing and developing a sales territory

Excellent communication and a proven ability to build positive relationships with customers

Self–organised and confident to work independently

Effectively manage your time, book appointments with key stakeholders and plan your visits

The ability to negotiate and influence sales

IT & PC literacy – Microsoft Word, Outlook, PowerPoint and CRM systems

Beneficial experience and skills:-

Knowledge of the smallholder and poultry retail trade

Product training

Experience in merchandising and display in stores

Developing business through multi digital channels eg. Facebook, Instagram

Using Microsoft Teams, Zoom or other digital communication tools

Analytically minded

Salary commensurate with skill level. Company pension and health insurance available after probationary period.