National Sales Director

HR Dept; Sherborne; On-site; GBP 90,000 - 95,000; Full time

Benefits offered by this job

Performance bonus

Car allowance

Benefits

Job summary

HR Dept is seeking a National Sales Director for the UK beer and brewing sector. You will lead across On-Trade and Off-Trade, shape the UK sales strategy and drive growth, margins and market share while building a national commercial platform.

Reporting to the Managing Director, you will own routes to market, partnerships and a high-performing sales team to deliver ambitious expansion and international potential.

Responsibilities

• Develop with the Managing Director, and then execute the UK sales strategy across On-Trade and Off-Trade.
• Deliver ambitious revenue, volume, margin and market share objectives.
• Identify new routes to market, distribution opportunities and growth channels.
• Provide commercial insight and strategic recommendations to management.
• Build strategic partnerships with national and regional pub groups, hospitality operators, wholesalers, distributors and premium independent customers.
• Increase distribution, tap penetration and rate of sale across priority customers.
• Secure new listings and develop customer-specific growth plans.
• Drive execution excellence through activation, merchandising and brand visibility.
• Lead relationships with key grocery, convenience, wholesale, distributor and specialist retail customers.
• Expand distribution and secure new listings across priority retailers.
• Develop compelling pricing, promotional and category strategies.
• Deliver measurable growth through effective customer planning and commercial execution.
• Translate brand strategy into commercially successful customer plans.
• Support successful product launches and portfolio development.
• Use category and consumer insight to unlock growth opportunities.
• Drive premiumisation and value growth while protecting long-term brand equity.
• Lead, inspire and develop a high-performing sales organisation.
• Build a culture of accountability, ownership and commercial excellence.
• Develop talent, succession plans and future commercial capability.
• Ensure strong cross-functional collaboration across the business.

Job description

National Sales Director - UK Beer & Brewing Sector

Help Shape the Future of a Growing Beer Business

The Role

We are seeking an exceptional National Sales Director to lead and accelerate our UK commercial growth across both the On-Trade and Off-Trade channels.

This is a rare opportunity to join an ambitious, pioneering brewery at a pivotal stage of its journey. Having established a strong foundation and an award-winning portfolio, the business is now entering its next phase of growth, with significant investment behind the brand, ambitious expansion plans and the long-term vision to become a recognised name not only across the UK, but in international markets. As a newly created position, the National Sales Director will play a defining role in helping shape the future commercial direction of the business. Reporting directly to the Managing Director, you will take full ownership of the UK sales strategy, building the commercial platform, customer relationships and routes to market required to accelerate growth. This is far more than a sales leadership role. It is an opportunity to help create a category-leading brewery business, establish a national footprint and build a commercial function capable of supporting both domestic success and future international expansion. For an ambitious commercial leader with a passion for beer, brands and growth, the scope for impact is exceptional.

Key focus areas include:

• Commercial Leadership
  • Develop with the Managing Director, and then execute the UK sales strategy across On-Trade and Off-Trade.
  • Deliver ambitious revenue, volume, margin and market share objectives.
  • Identify new routes to market, distribution opportunities and growth channels.
  • Provide commercial insight and strategic recommendations to management.
• On-Trade Growth
  • Build strategic partnerships with national and regional pub groups, hospitality operators, wholesalers, distributors and premium independent customers.
  • Increase distribution, tap penetration and rate of sale across priority customers.
  • Secure new listings and develop customer-specific growth plans.
  • Drive execution excellence through activation, merchandising and brand visibility.
• Off-Trade Development
  • Lead relationships with key grocery, convenience, wholesale, distributor and specialist retail customers.
  • Expand distribution and secure new listings across priority retailers.
  • Develop compelling pricing, promotional and category strategies.
  • Deliver measurable growth through effective customer planning and commercial execution.
• Brand & Category Leadership
  • Translate brand strategy into commercially successful customer plans.
  • Support successful product launches and portfolio development.
  • Use category and consumer insight to unlock growth opportunities.
  • Drive premiumisation and value growth while protecting long-term brand equity.
• Leadership & Team Development
  • Lead, inspire and develop a high-performing sales organisation.
  • Build a culture of accountability, ownership and commercial excellence.
  • Develop talent, succession plans and future commercial capability.
• Ensure strong cross-functional collaboration across the business.

What Success Looks Like

• Revenue and volume growth.
• Gross margin and profitability.
• New listings and distribution gains.
• Tap penetration and rate of sale.
• Market share growth.
• Customer retention and development.
• Wholesaler and distributor performance.
• Promotional return on investment.
• Team performance and engagement.

The Person

• Significant senior leadership experience within the UK beer, brewing or wider drinks industry.
• Experienced record of delivering profitable commercial growth.
• Strong relationships across the On-Trade, Off-Trade or both.
• Experience working with national pub groups, wholesalers, distributors and major retailers.
• Expertise in national account management, customer negotiations and route-to-market strategy.
• Strong financial acumen and commercial discipline.
• Experience leading and developing high-performing sales teams.
• The credibility and presence to operate at management and senior customer level.
• A genuine passion for beer, hospitality and the UK drinks trade.

Why Join Us?

This is an opportunity to join a genuine challenger brand with the ambition, backing and product quality to disrupt the market. Unlike larger, established brewers where strategy is often already defined, this role offers the chance to create, influence and build. You will have the autonomy to shape commercial strategy, win landmark customer partnerships, expand distribution and build a high-performing sales organisation from the ground up. For the right individual, this is a career-defining opportunity to leave a lasting legacy and become a central figure in the growth story of one of the sector's most exciting emerging breweries.

Location: UK

Package: £90K to£95K + performance bonus + Car Allowance + benefits