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Reports to: Head of Signature Brands, Heads of Category (Draught & Cider, Spirits and Minerals Respectively)
Depot: Manchester
Overview
Signature Brands plays a key role in driving the performance, visibility, and growth of LWC with its premium portfolio across the UK. This role is responsible for supporting and coordinating a team of 18 Brand Activation Managers, ensuring consistent execution of brand strategies in market, and delivering against commercial objectives.
Working closely with the Head of Signature Brands and Category Managers across Beer & Cider, Spirits, and Minerals, the role acts as the key link between brand strategy and field execution—ensuring alignment, accountability, and high-performance delivery across all regions.
Main Duties
* Help to lead, coach, and support the North West team of 4 Brand Activation Managers to deliver in the field.
* Translate category and brand strategies into clear, actionable field plans.
* Support Wholesale signature brands sales.
* Be the BAM for National & Key Accounts head office relationships.
* Work cross-functionally with Category Managers (Beer & Cider, Spirits, Minerals) to prioritise focus brands, activations, and commercial initiatives.
* Collaborate with the Signature Brands management team to align on national objectives, performance tracking, and strategic direction to drive performance in the activation team.
* Ensure consistent and uniform standards of execution across all regions, including activations, promotions, and customer engagement.
* Identify opportunities for distribution gains, upselling, and premiumisation within existing and new accounts.
* Monitor field activity, KPIs, and ROI on activations, providing regular insight and recommendations.
* Support recruitment, onboarding, and ongoing development of Brand Activation Managers.
* Maintain strong relationships with key customers, suppliers, and internal stakeholders.
Knowledge And Experience
* Strong understanding of the UK on-trade and wholesale landscape.
* Demonstrated ability to manage, motivate, and develop remote teams.
* Commercially astute with a strong track record of delivering against targets.
* Experience working cross-functionally with category, marketing, and supplier teams.
* Excellent planning, organisational, and analytical skills.
LWC Drinks Ltd provides licensed establishments with all their bar and sundry supplies. However we are more than just a distributor, becoming the fastest growing privately owned drinks company in Britain, placing 24th in the Sunday Times PWC Profit Track 100. Our aim is to provide the best customer service in the industry, employing over 1,300 people, at 15 depots across the UK, with a Support Centre and Hub Distribution
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