Sales Director

Sales Director – F&B Equipment Wholesale Business – £80K + Benefits

My client is an established business with a great reputation for supplying food & beverage equipment to their clients.

They are seeking a Sales Director to join their team. The successful Sales Director will be responsible for driving revenue growth, developing strategic customer relationships, and building a high-performing sales team. The successful candidate will bring a proven track record of sales leadership within foodservice, catering equipment, hospitality supplies, distribution, or a related B2B sector.

You will play a pivotal role in shaping their commercial direction, identifying new market opportunities, and ensuring they continue to deliver outstanding value to our customers.

This is the perfect role for a high performing Senior National Account Manager, Head of Sales or Sales director looking to join a reputable business who can offer greater responsibility and exposure, in order to progress their career.

Responsibilities include:

• Develop and execute the company's sales strategy to achieve ambitious growth targets.
• Lead, coach, and motivate the sales team to maximise performance and customer engagement.
• Build and maintain strong relationships with key customers, distributors, buying groups, and industry stakeholders.
• Identify and develop new business opportunities across foodservice, hospitality, catering, education, healthcare, and contract catering sectors.
• Monitor market trends, competitor activity, and customer requirements to inform strategic decision-making.
• Work closely with procurement, marketing, operations, and customer service teams to deliver a seamless customer experience.
• Manage sales forecasting, budgeting, and performance reporting.
• Drive key account management initiatives and customer retention strategies.
• Support the development of pricing, promotional, and commercial policies.
• Represent the business at industry events, exhibitions, and trade associations.

The Ideal Sales Director Candidate:

• Proven success in a senior sales role with experience within foodservice, catering equipment, hospitality supplies or wholesale distribution.
• Strong track record of delivering revenue growth and exceeding sales targets.
• Experience managing and developing field-based and/or internal sales teams.
• Excellent negotiation, presentation, and relationship-building skills.
• Commercially astute with strong analytical and strategic planning abilities.
• Ability to influence stakeholders at all levels.