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National Account Manager @ Cakesmiths – UK Expansion Role
About the Role
Cakesmiths, the UK’s leading baker of innovative and award-winning traybakes and cakes, are expanding rapidly. Join our Bristol-based Commercial Team as a National Account Manager, specialising in the coffee shop sector.
We’re looking for a passionate and relationship-driven individual to be an integral member of our high-growth team. As the National Account Manager, you’ll drive expansion by introducing Cakesmiths’ cakes, bakes, and desserts to new high-value accounts—including restaurant groups, breweries, quick-service restaurants (QSRs), and contract caterers—who share our quality and commercial vision.
Your role will be about identifying opportunities, telling our compelling story, and fostering enduring partnerships that deliver both commercial success and operational creativity.
Key Accountabilities
führte Situation to create mutually beneficial relationships, driving long-term growth.
Sales & Account Development
- Proactively identify and engage with aligned national accounts, including:
- Large restaurant groups
- Pubs, breweries, and hospitality chains
- QSR brands
- Contract caterers & hotels
- Leverage industry expertise and existing networks to establish and nurture brands’ relationships with our customer base.
- Own the full sales cycle from initial outreach to customer onboarding, including:
- First contacts (lead qualification & pipeline management)
- Tastings & product demonstrations
- Commercial pitches & proposal development
- Negotiation of terms, pricing and contracts
- Handover to the accounts team post-signing
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Creative & Commercial Collaboration
- Work closely with NPD (New Product Development), marketing, and operations teams to craft tailored proposals that meet customer needs and align with Cakesmiths’** values and commercial objectives**.
- Ensure bespoke approaches that integrate with the brand’s ethos—balancing passion for deliciousness with tough commercial logic.
Representation & Events
- Act as a poised and professional Cakesmiths’ ambassador at:
- Foodservice tastings
- Supplier/client meetings
- Industry events
Pipeline Management
- Maintain a structured pipeline within HubSpot.
- Deliver weekly progress reviews and performance updates to the Head of National Accounts.
Customer Experience
- Ensure every interaction is reflective of our brand—thoughtful, authentic and smooth.
- Manage minor challenges; escalate complex issues as needed.
Financial Accountability
- Monitor and improve profit margins, pricing, and revenue across new accounts.
- Align business development with financial targets and growth ambit.
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Operational Coordination
- Collaborate with Head of Supply Chain & Logistics to ensure timely delivery and account for logistical challenges.
- Track and analyse sales metrics, conversion rates, and KPIs.
Essential Requirements
Personality & Soft Skills
- A true connector with an instinctive knack for building rapport.
- Empathetic and curious—always listening to customers and playing back solutions that make sense to them.
- Commercially astute but diplomatic in negotiations—never transactional or pushy.
- A strong brand affinity sense: know how to align Cakesmiths with not-just-any customers, but the right ones.
- Professionalism & reliability: let you represent the brand with confidence in how we connect with our industry.
- Self-starter, able to prioritise work independently, yet collaborative with varied stakeholders.
Technical Competencies
- CRM expertise: Hands-on experience using HubSpot (or similar selling tools).
- Process management skills: love owning your pipeline systemically, not just the customer relationship.
- Familiarity with the foodservice & coffee shop industries (or aspiration to move into them).
Let’s build something great together—join a team where ambition meets creativity.
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