Job Description
NATIONAL ACCOUNT MANAGER - PREMIUM BEVERAGE BRAND
ABOUT THE OPPORTUNITY
This is a pivotal commercial role within the UK's fastest growing premium beverage brand. We are expanding our presence across a recently widened product portfolio beyond our now well-established Grocery channel. We are seeking an experienced National Account Manager to drive distribution and activation across key channels, with a primary focus on Food Service - a channel identified by the CEO as a critical growth priority.
The Food Service channel encompasses a wide range of customer types and routes to market, including:
* Distributors / Wholesalers: Brakes, Bidfood, 3663, Creed, etc.
* Contract Caterers: Levy, Aramark, Compass, Sodexo, Elior, CH&Co.
* Restaurant Chains: Pizza Express, Nando's, Zizzi, Prezzo, etc.
* QSR (Quick Service Restaurant): Leon, Wasabi, Itsu, Coco di Mama, etc.
* Travel & Leisure: Motorway services, airports, train stations, travel retail
This is primarily a Food Service focused role. However, as we are building a team of specialist account managers, your remit may also extend into other high-growth areas such as Leisure (cinemas, theme parks, stadiums, entertainment venues), Travel (airports, train stations, service stations, travel retail), On-Trade (pubs, bars, licensed venues), and Operator partnerships with contract caterers.
This role offers significant autonomy and the opportunity to shape our channel strategy from the ground up in a private equity-backed, high-growth environment. You will be joining at a critical growth phase with the ability to make a lasting impact on our market penetration and brand development.
Please note, given the size of the business and early stage of growth outside of Grocery, your primary immediate focus (and your performance / bonus will be set by your performance) on growing new accounts, rather than maintaining existing accounts.
Important Note: Channel assignments will be discussed during the interview process based on candidate strengths and experience. Candidates with strong Food Service backgrounds are particularly encouraged to apply.
ROLE OVERVIEW
Position: National Account Manager (Food Service Focus) Industry: Premium Beverages / FMCG Location: Hybrid - Commuting distance to London (2 days/week in office) Reporting to: Sales Director Timing: ASAP, with notice expected Team Structure: Part of specialist team covering full channel spectrum
COMPENSATION PACKAGE
* Basic Salary: £60,000 per annum
* Car Allowance: Competitive car allowance package
* Bonus: Above-average performance-based bonus scheme (20-35% OTE)
* Benefits: Comprehensive benefits package + others to be discussed
THE BUSINESS CONTEXT (ADDITIONAL INSIGHTS FROM CEO)
Brand position & market standing
* Target demographic: 18-35 with heavy over-index in that age bracket versus other soft drinks
* Product formats available: 500ml PET bottles + 330ml sleek cans (12-pack fully enclosed cardboard, launching for On-trade / wholesale / food service)
* No glass in supply chain - PET and can only (glass not viable for logistics)
Commercial reality - what the role must deliver
* This role is not a support function - it is a revenue-generating role with clear ROI expectations
* New channel development starts from zero - you are building, not maintaining
* Success is measured on net revenue not activity. There is nowhere to hide - if the revenue doesn't come, the role doesn't work
* Expect a 24-month horizon not 12 months - range reviews, activation cycles and relationship building take time
* Green shoots matter - the leadership team needs to see a clear path to delivering revenue, not necessarily full delivery overnight
What will be expected in the interview process
* Stage 3 (Presentation): You will be asked to present a detailed 3/6/12 month plan showing:
* Expected medium term achievable annual sales volume in your channel
* Where the volume comes from (broken down by account / channel)
* Who you will target (specific named contacts where you have warm relationships)
* Estimated revenue phasing
* Activation costs and how you will fund them
* How the plan becomes sustainable beyond 12 months
* You must be able to demonstrate existing relationships that can be converted quickly - this is not a relationship-building role from scratch
* **Agreeing expectations upfront as part of the process is key to making sure that everyone is on the same page ahead of commencing in the role, as these will become targets against which you must deliver
ROLE PURPOSE
To drive sales growth through expert management of both distribution (RTM) and channel activation, with a primary focus on the Food Service channel. You will leverage existing distributor relationships to secure new listings while activating demand through targeted operator partnerships, implementing a sophisticated push-pull strategy for sustainable growth.
KEY RESPONSIBILITIES
Dual-Channel Strategy Execution
* PUSH (Distribution): Secure and maintain listings with key RTM partners (wholesalers, distributors) across Food Service
* PULL (Activation): Drive demand through operator partnerships and venue-level activations within Food Service
* Cross-Channel Collaboration: Work alongside other NAMs covering Leisure, Travel, On-Trade, and Operators to share best practice
* Strategic Planning: Develop and execute channel-specific push-pull strategies
RTM (Route to Market) Management
* Leverage existing + build / maintain new relationships with key Food Service distributors: Brakes, Bidfood, 3663, Creed, Booker Wholesale (Food Service lines)
* Negotiate listing agreements, margin structures, and promotional support
* Ensure optimal stock levels and ordering cycles with distributors
* Manage distributor performance and relationship development
Operator Activation & Development
* Build strategic partnerships with key Food Service operators: Compass, Sodexo, Aramark, Elior, CH&Co, Levy
* Secure menu placements, pouring rights, and promotional activations across restaurants, QSRs, staff canteens, and travel hubs
* Conduct staff training and product education at venue level
* Develop joint business plans with key operator partners
Commercial Management
* Achieve monthly/quarterly sales targets for Food Service channel
* Manage pricing, margin structures, and promotional effectiveness
* Provide market intelligence on Food Service trends and competitor activity
* Coordinate with marketing on channel-specific campaigns
CANDIDATE REQUIREMENTS
Essential Experience (Non-Negotiable)
* Minimum 4+ years total sales experience with at least 2+ years in soft drinks/beverage sales
* Strong existing Food Service distributor relationships with key RTM partners (Brakes, Bidfood, 3663, Creed)
* Minimum 2+ years working with Food Service distributors securing and activating listings
* Demonstrable operator activation experience within the Food Service channel (contract caterers, restaurant chains, QSR)
Desirable Experience
* Experience across additional channels: Leisure, Travel, On-Trade, or Operator partnerships
* Existing relationships with contract caterers (Compass, Sodexo, Aramark)
* Track record of managing end-to-end Food Service activation campaigns
Personal Attributes
* Highly motivated self-starter with entrepreneurial mindset
* Excellent relationship builder across both distributor and operator levels
* Autonomous worker comfortable with field-based role
* Comfortable with financial accountability - your role has a clear ROI and you will be measured on net revenue
Practical Requirements
* Already living within 1 hour commuting distance of Central London - required 2 days/week in office
* Expenses for travel into the office will not be reimbursed
* Extensive field travel across assigned territory/channel
* Right to work in UK - no sponsorship available
RECRUITMENT PROCESS
* Stage 1: CV screening and initial discussion with JW Markets
* Stage 2: Q&A / Intro with founder CEO
* Stage 3: Presentation of 90 day plan to senior management (detailing 3/6/12 month volume plan with named contacts, revenue phasing, and activation costs)
* Timeline: 2 week process from application to offer