Job Description
About The AF Group:
The AF Group is the UK’s largest agricultural procurement cooperative, supporting approximately 3,000 farming and rural businesses by securing cost-effective procurement solutions, market insights, and trusted service delivery. As a member-owned organisation, we exist to help our Members "buy better, together."
Overview of Role:
The Chief Commercial Officer will lead AF’s commercial strategy, with a strong focus on driving revenue growth, increasing member penetration and retention, and expanding procurement offerings. This includes leading high-performing teams across customer service, sales, procurement, member engagement, and new category development for non-agricultural procurement.
Reporting directly into the CEO, the CCO will sit on the Senior Leadership Team ensuring commercial activities are fully aligned with AF’s purpose, values, and long-term growth ambitions.
Duties and Responsibilities
Key Responsibilities:
* Develop and execute AF’s commercial strategy
* Lead and grow income through both our sales and procurement teams identifying new revenue opportunities
* Drive a sales mentality within the commercial teams, reinforcing a growth mindset
* Oversee and motivate the sales and account management teams to delivery exceptional service and sustained growth
* Champion a Member-first approach—ensuring AF delivers on its promise of value, transparency, and trust
* Lead the development of new commercial offerings and membership models to attract and retain a broader Member base
* Unites Marketing, Member (customer) Services (which incorporates Business Development and Potential New Member development) and Procurement under one strategic umbrella driving revenue, market share and Member loyalty
* Monitor market trends and Member data to drive informed growth decisions
* In this role the commercial team, have responsibility for ensuring Member satisfaction and retention offering an exceptional level of customer service to the Member
* Set challenging and stretching targets and KPI’s for team members
* Drive accountability throughout the team across income, Member engagement and satisfaction
* Inspire and lead a cross-functional commercial team aligned to clear strategic objectives
* Identification of new business opportunities for AF, aiming for increasing Member commitment and volumes (growing existing share of wallet) along with attracting new Members to AF
* Collaborate with other senior leaders to shape AF’s digital transformation and future-facing capabilities
Procurement & Supplier Relationships:
This role will also have responsibility for non-agricultural procurement:
* Work closely with the agricultural procurement team to ensure consistent procurement processes, procedures and policies are adhered to throughout the organisation
* Support the Heads of department within your team and work collaboratively with the agricultural procurement team ensuring AF has robust, competitive supplier agreements
* Secure exclusive deals, improve performance regarding income streams into the business and strengthen supply resilience
Person Specification
Skills
Essential:
* Sales driven strategic thinker
* Growth mindset
* Uses data to make decisions
* Experience in leading, motivating and developing teams
* Ability to work cross-functionally and think ‘outside of the box’
Desirable:
* Procurement knowledge and experience
Experience
Essential:
* Proven senior commercial leadership experience
* Track record of driving sales and growth, and customer retention
* Strategic leader with an accomplished background in sales
Desirable:
* Agri-business background
* Experience of Membership based organisations
Personal Attributes
Essential:
* Outstanding communication and interpersonal skills
* Relationship builder
* Strong influencer
* Natural self-motivator with strong interpersonal skills
* Has a positive outlook
* Strong analytical and problem solving skills
Benefits
Salary: Competitive + annual car allowance of £7,500
Hours: 37.5 per week Monday to Friday
Additional Benefits:
* 8% employer pension contribution
* 26 days holiday per annum, plus bank holidays. This rises with each years service by an additional day, up to 7 extra days
* Have your birthday off as an extra days holiday, if it falls on your working day
* Free lunch daily from our onsite Café
* AF Membership (giving discounts at hundreds of retailers and suppliers)
* Life assurance
* Private Health Insurance (family cover)
* Discounted gym membership
* Cycle to work scheme
* Hybrid working
* Free onsite parking