Regional Sales Manager

Advocate Group; Birmingham; On-site; GBP 40,000 - 60,000; Full time

Job summary

Advocate Group is seeking a commercially driven Regional Sales Manager in Birmingham to manage and develop a key UK territory within the consumer durables sector. This role requires proficiency in both account management and new business development, as well as strong commercial acumen. The ideal candidate will have a proven track record in regional sales or key account management, with excellent negotiation and relationship-building skills. A full UK driving license is required, along with a willingness to travel extensively across the region.

Qualifications

• Proven track record in regional sales or key account management, ideally within consumer durables or FMCG.
• Confident negotiator with strong influencing and stakeholder management skills.
• Ability to identify and convert new business opportunities.

Responsibilities

• Managing and developing a defined UK regional territory across the independent retail channel.
• Driving sustainable sales growth and margin performance across key accounts.
• Building and maintaining strong relationships with independent retailers.

Skills

Regional sales management

Key account management

Negotiation skills

Analytical skills

Relationship building

Job description

A well-established and highly respected UK manufacturer within the consumer durables sector is seeking to strengthen its presence across the independent retail channel. As part of continued growth, there is an opportunity for a commercially driven Regional Sales Manager to take ownership of a key UK territory, focused on driving distribution, revenue growth, and margin performance across a well-established customer base.

This role is ideal for someone who enjoys a balance of account management and new business development, thrives on building long-term partnerships, and is motivated by delivering strong commercial outcomes within a competitive retail environment.

The Role:

• Managing and developing a defined UK regional territory across the independent retail channel
• Driving sustainable sales growth, distribution, and margin performance across key accounts
• Delivering regional sales strategy aligned to wider commercial objectives
• Building and maintaining strong, long-term relationships with independent retailers and key stakeholders
• Identifying and converting new business opportunities within the territory
• Developing tailored commercial solutions to support customer needs and maximise mutual value
• Executing effective account plans, forecasting, and pipeline management
• Negotiating pricing, agreements, and commercial terms within defined frameworks
• Working closely with internal teams including marketing, supply chain, customer service, and finance
• Monitoring market trends, competitor activity, and customer feedback to identify growth opportunities
• Representing the business at customer meetings, trade events, and industry forums
• Delivering product presentations and supporting retailer training where required

About You:

• Proven track record in regional sales or key account management, ideally within consumer durables, FMCG, or retail
• Strong commercial acumen with a clear focus on revenue growth and margin delivery
• Confident negotiator with strong influencing and stakeholder management skills
• Experience in developing and executing structured account plans
• Ability to identify and convert new business opportunities
• Strong analytical skills with the ability to interpret sales data and market insight
• Highly self-motivated, organised, and comfortable working autonomously in a field-based role
• Excellent communication and presentation skills
• Experience working with independent retailers or buying groups is advantageous
• Full UK driving licence and willingness to travel extensively across the region

Please get in touch with Evie Coates or click “Apply Now” to be considered for this vacancy.

Call: 07537 163597

The Advocate Group is a leading recruitment partner, based in the UK, to the FMCG and consumer product sectors.

We are an equal opportunities employer and welcome applications from all suitably qualified persons regardless of their race, sex, disability, religion/belief, sexual orientation, or age. By applying for this role, you are agreeing to our Privacy Policy, which can be found on our website. Please note that The Advocate Group is acting as an employment agency in relation to this vacancy.