UK Commercial Builder for Challenger Drinks Brand

Advocate Group; England; On-site; GBP 100,000 - 150,000; Full time

Job summary

Advocate Group is seeking a Commercial Director to lead the UK go-to-market for a well-funded, early-stage functional drinks business ahead of its 2027 launch. You will own the strategy, secure initial distribution and build the commercial team from the ground up.

This is a builder role, not just account management. You’ll forge senior retailer relationships, shape pricing and propositions, and scale the commercial function as listings grow across Convenience, Forecourt and other channels.

Qualifications

• Senior commercial experience within Drinks
• Proven track record of personally winning new customers and building distribution
• Experience launching or scaling a challenger brand or early-stage business
• Strong relationships with UK retailers and understanding of their buying cycles
• Ability to operate between strategy and hands-on execution
• Credibility working closely with a founder while building a commercial function

Responsibilities

• Own and execute the UK commercial and go-to-market strategy from launch.
• Lead initial expansion across Convenience, Forecourt, Travel and premium Impulse, before developing into wider channels.
• Personally open doors, build senior buyer relationships and secure significant new distribution.
• Use understanding of retailer buying cycles to build the right customer pipeline ahead of launch.
• Shape pricing, customer propositions, channel prioritisation and longer-term commercial strategy.
• Build the commercial team during Year 1, adding resource as distribution develops.
• Remain focused on strategy, new business and senior negotiations as day-to-day account management moves into the wider team.

Skills

Senior commercial experience

New customer wins

Challenger brand launch

Retailer relationships

Strategy to execution

Autonomy with founder

Job description

Advocate Group is seeking a Commercial Director to lead the UK go-to-market for a well-funded, early-stage functional drinks business ahead of its 2027 launch. You will own the strategy, secure initial distribution and build the commercial team from the ground up.

This is a builder role, not just account management. You’ll forge senior retailer relationships, shape pricing and propositions, and scale the commercial function as listings grow across Convenience, Forecourt and other channels.