Regional Sales Manager - London

Brown-Forman; City Of London; On-site; GBP 70,000 - 90,000; Full time

Job summary

A premium spirits company in London is seeking a Regional Sales Manager to lead a team of sales executives and drive brand presence within the on-trade sector. The successful candidate will manage key accounts, set sales targets, and cultivate partnerships. Candidates should have strong sales experience, knowledge of the London on-trade market, and excellent people management skills. This role offers opportunities for growth and development in a collaborative work environment.

Benefits

Base salary and holiday bonus

Employee development programs

Premium benefits

Qualifications

• Strong knowledge of the London On Trade channel.
• Established network within the Independent Wholesale channels.
• Experience in people management in a sales environment.

Responsibilities

• Lead a team of 5 On Trade Field Sales Executives.
• Set sales and distribution targets.
• Manage pricing, brand education, visibility, and promotions.

Skills

Knowledge of London On Trade channel

People management

Customer negotiation

Analytical and problem-solving skills

Communication skills

Tools

Google Suite

MS Office

Job description

We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.

Total Rewards

At Brown-Forman, we believe in recognizing the bold ideas, ethical decisions, and winning results that make the company’s short- and long-term success possible. This recognition comes in many forms, to include your base salary, holiday bonus, and any incentives you may earn.

We create an environment that nurtures and prioritizes continuous learning. At Brown-Forman, you are empowered to take charge of your own development with a variety of customized, award-winning programs available for every step of your career journey.

Reporting to the London & Prestige Business Unit Manager (LBU), this is a high-profile leadership position within Brown-Forman On Trade UK team.

The Regional Sales Manager (RSM) will lead and develop a team of 5 On Trade Field Sales Executives within Independent Free Trade, in line with Brown-Forman vision and values to deliver our strategy and growing our brand presence in Premium and Super Premium outlets.

More specifically the RSM will co‑develop and execute the channel agenda and deliver the LBU portfolio objectives including distribution, volume, brand education, visibility and promotions for the B‑F portfolio within the geographical area of responsibility.

You’ll develop trusted partnerships across the entire Brown‑Forman organization, requiring strong influencing and stakeholder management skills. Working closely with the Customer & Brand Marketing Teams and the Advocacy Team, you’ll be responsible for executing sales and activation plans with some of the world’s most premium on‑trade venues.

You’ll also lead a team of 5 Direct Reports, empowering them to achieve key performance indicators (KPIs). Ultimately, you’ll be accountable for delivering all Brown‑Forman portfolio KPIs within the channel, encompassing distribution, volume, pricing, brand education, visibility, and promotions.

Crucially, this role demands a proven track record within the premium on trade environment and the ability to drive a super‑premium portfolio.

What You Can Expect

• Shape and implement the London Business Unit Channel Strategy to achieve key performance indicators.
• Set sales and distribution targets for On Trade Field Sales Executives.
• Manage pricing, brand education, visibility, and promotional activities.
• Analyze performance and evaluate the impact of sales, distribution, and promotions.
• Build and maintain key relationships through significant in‑trade customer engagement.
• Drive business development by pursuing growth opportunities within the channel.
• Foster internal partnerships across Brown‑Forman.
• Cultivate team development, nurturing a high‑performing team focused on On Trade excellence.
• Lead and inspire account managers, empowering and guiding direct reports.

What You Bring to the Table

• Strong knowledge of the London On Trade channel
• Established network within the Independent Wholesale channels
• Experience in people management
• Significant, progressive Sales experience covering a range of on trade and retail environments, ability to quickly infer customer and channel needs and the ability to unlock insights from data and use them to drive growth with our trade partners
• Depth of experience in customer negotiations at an Independent Free Trade level, and a sound knowledge of super premium brands
• Strong Business Acumen, P&L experience
• Excellent leadership skills and demonstrated people management experience

What Makes You Unique

• Fluent English (spoken and written)
• Strong analytical, commercial, and problem‑solving skills
• Excellent influencing skills with the ability to convey sales information clearly, concisely, and visually
• Self‑motivated with the proven ability to identify issues and projects, plan and prioritize effectively, and manage multiple projects to completion by deadlines
• Strong business acumen, judgment, and strategic capabilities
• Superior communication skills (listening, presentations, written)
• Ability to build strong relationships at all levels with strong stakeholder awareness
• Collaborative team player with conflict management skills
• Adaptable, flexible, and resilient
• IT literate in Google and MS Office applications

Who We Are

Imagine working for a company that welcomes you in, inspires you to bring your best self to every opportunity, and encourages you to grow and develop your career in a resilient and fun industry. Brown‑Forman offers our employees this kind of career and environment and has for more than 150 years. Together, we proudly live and work by our values, striving each day to be better and do better as people, as a company, and as members of the communities we call home. Come have a seat at our table!

Many Spirits, One Brown‑Forman-

Cultivating a Caring Culture-

Enriching Life. Enriching Careers-

At Brown‑Forman, we craft products known for bringing people together. Our employees have made us what we are today and are the reason for our success. Do not just take our word for it. Brown‑Forman is consistently recognized as a Great Place to Work® in countries around the world.

What We Offer

Total Rewards at Brown‑Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.

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Brown‑Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown‑Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.