We are proud of our heritage and position as one of Europe’s largest specialist food companies, manufacturing and supplying authentic global foods which serve the chefs and owners of restaurants and takeaways, as well as a diverse range of consumers. With a strong portfolio of leading brands including Lucky Boat, Elephant Atta, Rajah, Green Dragon and Patak’s, our product range is as diverse as the people who chose to work here, and includes noodles, flour, rice, spices, sauces and oils. We pride ourselves on our passion for food and people, where collaboration, diversity, and inclusion are integral in everything that we do. This is underpinned with our employee resource groups where members and allies help create an inclusive environment and special events are celebrated. Westmill is a place where no one feels like the new person for long and everyone has the chance to make a real difference to the business by being their authentic selves.
Overview Of Role
As a senior leader within our South Asian Channel team, you will lead, inspire, and develop a high‑performing group of Customer Managers responsible for delivering outstanding commercial results across West and North London, southern England, and Wales. You will set a clear performance culture built on accountability, coaching, and continuous improvement, enabling your team to consistently deliver against volume, margin, distribution, activation, and customer service targets. You will build excellent customer relationships that unlock long term value. Through rigorous planning and exceptional execution of customer and channel strategies, you will strengthen succession pipelines, improve team capability, and drive sustainable, profitable growth. You will champion excellent in‑store execution, ensuring adherence to our Perfect Call frameworks and raising standards across visibility, availability, and space. Your leadership will extend across internal and external stakeholders, where you will build trusted relationships, influence cross‑functional decision‑making, and ensure customer‑led insights shape strategic choices. You will also take responsibility for forecasting accuracy, leveraging robust data and competitor analysis to support agile and informed commercial decisions.
Key Accountabilities
* People & Team Development: Recruit, onboard, and develop Customer Managers.
* Deliver structured coaching, including field visits, skills development, and performance reviews.
* Set clear expectations and hold the team accountable for their plans, activities, KPIs, and behaviours.
* Embed a strong performance culture focused on growth mindset, resilience, and continuous improvement.
* Model inclusive leadership and create an environment where diverse perspectives improve decision‑making.
* Commercial Delivery & Drive for Results
* Lead the team to deliver commercial targets aligned with business priorities (volume, margin, distribution, activation, OOT debt reduction, and safety compliance).
* Build and execute effective Account Plans, ensuring the team identifies risks, opportunities, and growth levers.
* Use data‑driven insights to improve forecasting accuracy, optimise promotional execution, and grow distribution.
* Ensure all campaigns and activations are delivered to excellence.
* Execution Excellence
* Ensure the team consistently follows the Steps in Call / Perfect Call frameworks to maximise impact in every outlet.
* Raise the bar on in‑store standards across distribution, visibility, availability, and space targets.
* Customer & Cross‑Functional Leadership
* Build strong collaborative relationships with key customers and internal stakeholders (Brand, Shopper Marketing, Customer Services, Credit Control).
* Represent the Sales team across cross‑functional forums, sharing insights and championing customer‑led decisions.
* Resolve customer issues efficiently while ensuring solutions support strategic sales goals.
* Strategy & Insights
* Support the Head of Sales in delivering strategic priorities and scorecard commitments.
* Ongoing competitor analysis and feed insights into plans.
Align team activity to broader commercial strategies to ensure efficient and coordinated execution.
The Right Person
You will be an experienced, commercially astute sales leader with a proven ability to deliver strong commercial outcomes through effective planning, strategic thinking, and data‑driven decision making. With a successful track record of leading and developing field‑based sales teams, you will bring strength in coaching, talent development, and driving a high‑performance culture. You will excel at building influential relationships and collaborating across functions, with strong negotiation, selling and communication skills. Resilient, action‑oriented, and motivated by achieving results, you will be known for raising standards, unlocking growth opportunities, and developing future talent. Operating in a fast‑paced, diverse environment, you will be comfortable managing a broad portfolio of customers, driving execution excellence, and representing the Sales team in cross‑functional forums. As the role requires regular travel across the region, a full UK driving licence is essential.
Benefits
* A competitive salary
* ABF Pension Scheme membership
* An annual Incentive Plan
* Private Healthcare
Additionally, you will have access to a range of benefits aimed at enhancing your wellbeing both at home and at work; from a free and confidential 24/7 Employee Assistance Programme to access to affordable loans and financial education, electric vehicle and cycle to work salary sacrifice schemes, an option to buy additional holidays and a day dedicated to volunteering in your local community. You will also have access to our benefits platform Extra Spice from day one, offering a huge variety of retail and leisure discounts.
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