Sales Director - HORECA and On Trade

Advocate Group; Greater London; On-site; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Bonus

Car Allowance

Benefits

Job summary

Advocate Group is partnering with a market-leading drinks/FMCG business to appoint a Sales Director to reshape and accelerate a UK & Ireland sales organisation. You will lead multi-channel growth across Foodservice, Hospitality, QSR, Wholesale and Retail, strengthening the commercial structure and team performance.

The role demands a proven track record in senior commercial leadership within drinks or consumer sectors, delivering growth and developing high‑performing teams.

Job description

Competitive Salary + Bonus + Car Allowance + Benefits

A senior commercial leadership opportunity for an established Drinks/FMCG leader to reshape and accelerate a significant sales organisation.

We are partnering with an established, market-leading business within the drinks sector to appoint a Sales Director at an important point in its development.

Operating across a broad customer base spanning Foodservice, Hospitality, QSR, Wholesale, Workplace and Retail, the business has significant scale, strong customer relationships and plenty of opportunity for further growth.

They are now looking for a senior commercial leader who can bring fresh thinking to the organisation, strengthening the sales strategy, developing the team and creating greater commercial focus, accountability and performance.

The Role

• Lead the UK & Ireland sales strategy across a diverse, multi-channel customer base
• Drive sustainable growth across OOH, Foodservice, Hospitality, QSR, Wholesale and Retail
• Review and strengthen the existing commercial structure, customer strategy and ways of working
• Develop strategic relationships with major national customers and identify new opportunities for growth
• Improve customer segmentation, profitability and commercial decision-making
• Strengthen tendering, negotiation, JBPs and strategic account planning
• Build greater accountability, clarity and performance across the sales organisation
• Develop the capability and performance of the commercial team
• Act as a key commercial partner to the MD and wider leadership team

About You

We're looking for an established commercial leader who:

• Has operated at Sales Director, Commercial Director or equivalent senior leadership level
• Brings strong experience within Drinks, FMCG or a closely aligned consumer category
• Has significant exposure to Out-of-Home, Foodservice, Hospitality, QSR or Wholesale
• Has led sizeable commercial teams and managed complex customer portfolios
• Can demonstrate a track record of driving growth, improving commercial performance and developing high-performing teams
• Understands customer profitability as well as top‑line sales growth
• Is comfortable challenging existing structures and ways of working
• Combines strategic commercial thinking with the ability to remain close to customers and execution

The Opportunity

This is a chance to make a visible impact within an established business with significant scale and further growth potential.

You'll have the backing of a leadership team that wants to evolve the commercial organisation, alongside the autonomy to shape the sales strategy, strengthen the team and improve how the business goes to market.

They aren't looking for someone to simply maintain what already exists.

They want a commercial leader who can take it forward.