Head of Sales - On Trade - #2083475

Head of Sales - On Trade

FMCG – Drinks - On Trade

Hybrid – primarily remote with travel regionally (SW and NW) 2 days a week

£70,000-£80,000 + company car / car allowance + bonus

The Role

We're looking for an entrepreneurial and commercially driven Head of On-Trade to build and lead our UK On-Trade channel from the ground up.

This is a high impact role with responsibility for developing the On Trade strategy, securing distribution across key national and regional groups, and building a high-performing field sales team. Initially, you'll lead two Territory Managers covering the North West and South West, with scope to expand the team as the business grows.

Key Responsibilities

• Build and own the UK On-Trade strategy, identifying the most profitable opportunities by outlet type, geography, customer group, and route to market.
• Drive distribution growth across national accounts, regional operators, and independent free trade customers.
• Lead relationships and negotiations with key groups, wholesalers, and route to market partners.
• Create and execute city plans across the South West, North West, and Midlands, with clear KPIs and execution standards.
• Develop impactful activation programmes that drive trial, repeat purchase, and brand advocacy.
• Coach, support, and hold the field team accountable through structured performance routines.
• Use data and market insight to improve distribution, throughput, pricing, promotional effectiveness, and SKU focus.

About You

• Proven experience in an On Trade leadership role within a scale-up, challenger, or high-growth drinks business.
• Experience building channels, teams, or business units from scratch.
• Strong understanding of the UK On Trade landscape and route-to-market partners.
• Resilient, commercially driven, and comfortable finding solutions without the resources of a large corporate.
• Positive, hands-on leader who leads by example and thrives in a fast-paced environment.

Why Join?

This is an opportunity to shape a key growth channel, build a team, and make a significant impact on the future of the business. For the right individual, there is genuine potential to progress into a broader commercial leadership role as the company continues to grow.

People are at the heart of everything we do. We embrace diversity and are committed to creating an inclusive recruitment process that means people can be their best authentic self.

We would love to reply to all applications, regrettably we are unable to do so due to the high volumes we receive, so if you do not hear back within 14 days unfortunately on this role it won’t be progressing. It is possible that the position could be in the process of closing, so chalk it up to bad timing. But, have no fear! There will be more opportunities. Follow us at Mackenzie Jones Recruitment so you don’t miss them.