Wynnstay Group PLC
National Forage Crops Manager
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Role Overview
Not sure what skills you will need for this opportunity? Simply read the full description below to get a complete picture of candidate requirements.
This is a permanent office-based position, based full-time at our Astley Grainlink site near Shrewsbury.
Are you commercially minded, passionate about agriculture, and ready to shape the future of a key product portfolio?
As Wynnstay's National Forage Crops Manager, you'll lead the commercial development and growth of our forage seed offering - turning market insight into opportunities that increase sales, strengthen margins, and deliver genuine value for our customers.
Taking ownership of the annual forage seed plan and budget, you'll influence every stage of the portfolio, from product development, pricing, and procurement through to production, stock management, and routes to market. You'll ensure we offer the right products, at the right price, through the right channels.
Leading the forage seed product management team, you'll collaborate with colleagues across Sales, Stores, Marketing, and Finance to expand our reach across retail, direct, and wholesale markets. This is a high-impact opportunity for someone who combines strong forage seed knowledge with commercial ambition and wants to play a leading role in the continued growth of one of the UK's most established agricultural businesses.
Responsibilities
- Own and deliver the annual forage seed sales, gross margin, and profit budget.
- Monitor commercial performance, identifying risks, opportunities, and actions needed to achieve agreed targets.
- Lead the development and ongoing management of Wynnstay's forage seed portfolio.
- Review product and range performance, recommending new introductions, development opportunities, repositioning, or rationalisation.
- Develop competitive pricing and margin strategies based on market conditions, supplier costs, and competitor activity.
- Coordinate contract acreage, seed production requirements, and crop inspections to maintain quality and availability.
- Procure additional forage seed requirements, balancing price, quality, supply, and commercial return.
- Build strong supplier relationships, negotiate competitive terms, and actively manage supplier performance and risk.
- Take ownership of stock, forecasting, and working capital, including aged, excess, and slow-moving inventory.
- Develop and implement the route-to-market strategy across retail, direct, and wholesale channels.
- Work with Stores and Sales teams to increase customer penetration, sales value, product mix, and overall portfolio profitability.
- Provide product information, technical support, and training to strengthen the capability of Wynnstay's wider sales teams.
- Use customer, market, and performance data to support budgeting, forecasting, and informed commercial decision-making.
- Lead, coach, and develop the forage seed product management team, establishing clear objectives and accountability.
- Ensure all forage seed activity meets Wynnstay's governance, quality, sustainability, responsible-sourcing, and regulatory requirements.
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Essential
What we're looking for:
- Strong commercial experience within forage seed, agricultural inputs, arable, or a closely related market.
- Strong technical understanding of forage seed products, varieties, markets, and customer requirements.
- Experience of managing product or category sales, margin, pricing, and profitability.
- Experience of procurement, supplier management, and commercial negotiation.
- Understanding agricultural production and supply considerations relevant to forage seed.
- Experience in stock management, forecasting, and working capital considerations.
- Strong commercial and financial acumen.
- Ability to interpret sales, financial, and market information and translate this into clear commercial action.
- Strong customer focus and understanding of agricultural routes to market.
- Excellent communication, influencing, and relationship-management capability.
- Experience of leading, developing, or coordinating colleagues.
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Desirable
- Experience within a multi-channel agricultural, retail, wholesale, or distribution business.
- Experience of contract seed production and crop inspection.
- Experience Developing Wholesale or Alternative Routes to Market.
- Experience using data and technology to improve commercial performance.
- Experience of developing new products, varieties, or commercial propositions.
- Understanding of the wider UK forage, grassland, and livestock sectors.
Benefits
- Competitive salary
- Employee Assistance Programme with BUPA
- Company profit-related pay scheme
- Life Assurance x2 Salary
- 25 days' annual leave plus UK bank holidays
- Employee discount at Wynnstay Stores
- Opportunity to join a supportive, values-led organisation with a turnover of £613 million and over 900 colleagues nationwide
If you share our values and want to be part of a business that works together to support people, communities, and the future of farming, we welcome your application to Wynnstay Group. If you require reasonable assistance or for more information, please contact.
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