Commercial Manager

Yolk Recruitment; Wales; On-site; GBP 60,000 - 80,000; Full time

Job summary

A leading recruitment agency is supporting a client in South Wales seeking a Commercial Manager to drive sales growth and revenue across various channels. This senior role requires proven leadership experience in drinks, FMCG, or hospitality, as well as strong negotiation and relationship-building skills. Key responsibilities include developing commercial strategies, overseeing retail and customer interactions, and collaborating on marketing initiatives. An entrepreneurial mindset and passion for customer experience are essential for success.

Qualifications

• Proven senior commercial or sales leadership experience within drinks, FMCG, hospitality, retail, or manufacturing.
• Strong track record of delivering sales growth across multiple channels.
• Excellent commercial acumen with experience owning P&L and revenue strategy.
• Experience leading and influencing cross-functional teams.
• Sound understanding of operational, regulatory, and compliance environments.

Responsibilities

• Own and deliver the overall commercial and sales strategy for the business.
• Drive sustainable sales growth across local and regional wholesale channels.
• Contribute to and deliver the wider business strategy with a strong commercial lens.
• Provide leadership oversight of retail and on-site customer touchpoints.
• Lead commercial input into marketing strategy across on-trade and off-trade channels.

Skills

Sales leadership experience

Commercial acumen

Negotiation skills

Stakeholder management

Cross-functional leadership

Job description

Commercial Manager

Location: South Wales
Salary depending on experience

The Opportunity

Yolk Recruitment is proud to be supporting one of our clients in the drinks manufacturing sector with the appointment of a Commercial Manager.

This is a senior, commercially led leadership role with full accountability for sales growth and revenue performance across multiple channels. The successful candidate will own the commercial strategy end-to-end, while providing oversight and direction across operations, people, compliance, and retail to ensure the wider business supports commercial success.

Sales is the core focus of this role; all other functions exist to enable and accelerate growth.

Key Responsibilities

1. Sales & Commercial Leadership (Primary Focus)

• Own and deliver the overall commercial and sales strategy for the business.
• Drive sustainable sales growth across:
• Local and regional wholesale channels, managing a field sales structure.
• Off-trade partners including national providers and independent retailers.
• Independent convenience and regional grocery opportunities.
• National and local pub companies and hospitality groups.
• Identify, scope, and execute new route-to-market opportunities.
• Lead and develop relationships with key customers, distributors, and strategic partners.
• Take ownership of export opportunities where commercially viable.
• Maintain full control of product innovation and NPD pipeline, aligned to customer and market demand.
• Monitor sales performance against targets, forecasts, and KPIs, adjusting strategy as required.

1. Strategic & Board-Level Leadership

• Contribute to and deliver the wider business strategy with a strong commercial lens.
• Act as a key point of contact for senior stakeholders and the Board.
• Ensure all departments are aligned behind commercial priorities and revenue goals.

1. Retail & Customer Experience

• Provide leadership oversight of retail and on-site customer touchpoints.
• Ensure retail performance supports brand visibility, profitability, and sales growth.
• Collaborate with sales and marketing on promotions, events, and launches.

1. Marketing & Brand Development

• Lead commercial input into marketing strategy across on-trade and off-trade channels.
• Work with external marketing partners on brand positioning, campaigns, and launches.
• Use market insight, competitor analysis, and customer data to inform product and pricing strategy.

Skills & Experience

• Proven senior commercial or sales leadership experience within drinks, FMCG, hospitality, retail, or manufacturing.
• Strong track record of delivering sales growth across multiple channels.
• Excellent commercial acumen with experience owning P&L and revenue strategy.
• Experience leading and influencing cross-functional teams.
• Strong negotiation, stakeholder management, and relationship-building skills.
• Sound understanding of operational, regulatory, and compliance environments.

Personal Attributes

• Results-driven, commercially focused, and highly strategic.
• Confident leader with a hands-on approach when required.
• Entrepreneurial mindset with resilience and adaptability.
• Strong communicator who leads by example.
• Passion for products, brands, and customer experience.