We’re a team of drinks industry obsessives, driven by supporting the trade – day in and night out. Passion paired with unparalleled industry insight mean we’re always moving forward, collaborating with our customers to understand the needs of their business and to ensure we’re supporting their future growth. We are one of the UK’s largest drinks wholesalers, supplying drinks to several thousand venues in every part of the UK and every segment of the trade, from luxury hotels and world-class event spaces to local restaurants and community pubs. With over 200 years of on-trade experience behind us, and unique insight into the future of our industry, our experience matters.
We’re looking for an experienced Regional Sales Manager to lead and inspire a high-performing regional sales team, driving profitable growth across the On Trade. In this role, you’ll translate commercial strategy into standout execution – winning new customers, growing share with existing ones, and ensuring our brands and partner portfolio thrive in every outlet. You’ll create a performance-led culture through clear expectations, strong coaching, and capability development, empowering your team to deliver exceptional results.
This is a field-based role covering the South West.
About the Role
* Lead and develop a team of Area Sales Managers to deliver agreed volume, value, and margin targets
* Win new customers and grow share of existing accounts across priority brands
* Translate company strategy into clear regional priorities, KPIs, and execution plans
* Build strong customer relationships, improving experience and unlocking growth opportunities
* Support and coach ASMs on key account management, negotiation, and value growth
* Manage promotional spend, pricing, and capital investment to deliver profitable growth
* Champion CRM and reporting tools, ensuring accurate forecasting and data-led decisions
* Deliver high standards of brand activation, visibility, and compliance across your region
* Work cross-functionally with Marketing, Category, Finance, and Supply Chain to deliver integrated customer solutions
About you
* Proven experience leading a team of Area Sales Managers (or similar) with a strong performance track record
* Strong commercial acumen, including P&L, pricing, margin management, and ROI
* On Trade or drinks industry sales experience, with strengths in acquisition and account development
* A coach-led leadership style with the ability to develop talent through structured PDPs
* Confidence using data, CRM, and reporting tools to drive decisions and performance
* Excellent communication and influencing skills with customers and senior stakeholders
* Strong knowledge of the local licensed trade, competitor landscape, and regulations
* WSET Level 2 or above
* A valid UK driving licence and flexibility for regular travel
About us
Operating through the Matthew Clark, Bibendum, Tennent’s and Bulmers Ireland brands, the Group has a market leading range, scale and reach including an intimate understanding of the markets it serves.
From grass to glass, and everything in between, we grow, brew, manufacture, market, and deliver some of the world’s favourite drinks. C&C Group’s portfolio of owned/exclusive brands include: Bulmers, the leading Irish cider brand; Tennent’s, the leading Scottish beer brand; Magners the premium international cider brand; as well as a range of fast-growing, premium and craft ciders and beers, such as Heverlee, Menabrea, Five Lamps and Orchard Pig.
We seek to champion and embed sustainability in everything that we do at C&C. While delivering joy to customers, we always shine a light on people and the planet. We have a clear ESG vision delivering to a better world. We respect, support, and develop all our people to be their best, with a focus on results by creating a culture of winning together.
We also recognize that people come with a wealth of experience and talent beyond just the technical requirements of a job. If your experience is close to what you see listed here, please still consider applying. Diversity of experience and skills combined with passion is a key to delivering on our mission. Therefore, we encourage people from all backgrounds to apply. Please let us know if you require accommodations during the interview process.
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