Sales Manager – Leading Drinks Wholesaler – North East – Up to £65,000 plus package
Are you a people first leader with experience managing on-trade accounts? This could be for you!
Join one of the UK’s leading drinks wholesalers, supplying an exceptional range of premium brands to the on-trade. With strong partnerships across pubs, bars, restaurants, and hospitality groups, the business is experiencing significant growth and is looking for an experienced Sales Manager to drive performance, strengthen customer relationships, and lead a high-performing sales team.
The Sales Manager will play a crucial role in shaping and delivering the commercial strategy for the on-trade channel. This individual will lead and coach a field sales team, manage key national and regional accounts, and work closely with senior leadership to drive sustainable business growth.
This role requires a candidate with leadership experience and a network across the On-Trade in the North East.
Your role as Sales Manager will include:
1. Lead, manage and motivate a team of sales representatives/account managers.
2. Set clear objectives, KPIs and performance expectations.
3. Provide coaching, training, and ongoing development to elevate team capability.
4. Foster a positive, high-performance sales culture.
5. Execute the company’s commercial and channel strategy across the on-trade.
6. Identify growth opportunities and create action plans to increase distribution, rate of sale and share of back bar and menu listings.
7. Analyse market trends, competitor activity and customer insights to support informed decision-making.
8. Contribute to forecasting, budgeting and annual sales planning.
9. Manage key on-trade accounts—including pub groups, restaurant groups, hotels and late-night venues.
10. Build strong, long-term relationships to drive volume, visibility and brand adoption.
11. Negotiate terms, pricing and promotional plans that deliver mutual value.
12. Monitor account performance and take proactive steps to maximise results.
13. Identify and convert new business opportunities across the region.
14. Support the team in winning new customers and expanding existing portfolios.
15. Collaborate with marketing and category teams to develop compelling activation plans.
16. Work closely with marketing, operations, logistics and finance to ensure customer satisfaction.
17. Partner with brand suppliers on joint business plans and promotional activity.
18. Ensure smooth communication between internal stakeholders and the sales team.
Have you achieved any of the following:
19. Proven experience in a sales management role within drinks, FMCG, or wholesale.
20. Strong leadership skills with a track record of developing and motivating teams.
21. Excellent relationship-building abilities with key on-trade customers.
22. Commercially astute with strong negotiation and strategic planning skills.
23. Knowledge of the on-trade, hospitality sector and the wider drinks industry.
24. Results-driven, proactive and comfortable working in a fast-paced environment.
25. Full UK driving licence.