Senior Brand Manager

About the Role

We are seeking an experienced Senior Account Manager/ Sales Director to lead and grow our UK wholesale and FMCG business. This is a senior, hands-on commercial role combining key account ownership, channel development, and team leadership. You will be responsible for building and managing relationships with leading wholesale and FMCG customers, developing the UK channel strategy, and building and leading a high-performing field sales team.

The ideal candidate has deep UK channel resources, a proven track record managing head wholesale/FMCG accounts, and a clear, mature approach to recruiting, managing, and directing a sales team. You will own the full client management cycle—from lead generation and partnership development to pricing negotiation and sales policy design.

Key Responsibilities

1. Key Account & Channel Management

· Own and develop relationships with leading UK wholesale, FMCG, and retail channel partners.

· Leverage existing UK channel resources to identify, open, and scale new accounts.

· Lead commercial negotiations on pricing, terms, promotions, and sales policies.

· Develop and execute channel strategies to drive volume, distribution, and market share.

· Monitor account performance, forecast sales, and deliver against growth targets.

· Manage the full customer lifecycle: lead generation → qualification → partnership → onboarding → ongoing account management.

1. Team Leadership & Organisational Management

· Build, recruit, and onboard a field sales team (Account Managers) as the business scales.

· Provide clear direction, coaching, and performance management to the team.

· Set targets, define ways of working, and direct team execution in the field.

· Develop a mature team management framework covering recruitment, training, motivation, and performance review.

· Lead by example in client engagements and commercial negotiations.

1. Commercial Strategy & Sales Policy

· Define customer segmentation, coverage models, and route-to-market plans. Design and implement sales policies

· Work cross-functionally with operations and marketing to ensure smooth execution.

· Provide market intelligence and competitor insights to inform commercial decisions.

Requirements

Essential

· Proven UK wholesale/FMCG account management experience, ideally with leading wholesalers, distributors, or FMCG brands.

· Established UK channel resources and a strong network across wholesale, retail, and distribution.

· Demonstrated team management experience, including recruiting, coaching, and directing sales teams.

· Clear, mature team management philosophy and hands-on leadership style.

· Full command of the end-to-end customer management cycle: lead generation, partnership development, price negotiation, and sales policy design.

· Strong commercial acumen, negotiation skills, and analytical ability.

· Excellent communication and stakeholder management skills.

· Self-starter comfortable in a fast-paced, scaling environment.

· Willingness to travel across the UK.

Desirable

· Experience in vaping, nicotine, or regulated consumer goods is a plus.

· Experience building sales processes and tools (order sheets, portals, CRM).

· Existing relationships with UK convenience, wholesale, or specialist retail channels.

· Experience managing field-based Sales teams.

Benefits:

• Free or subsidised travel

Experience:

• Account management: 5 years (required)

Work authorisation:

• 英国 (required)

Location:

• London, Greater London (required)

Willingness to travel:

• 50% (required)

Work Location: Hybrid remote in London