Fortitude Drinks UK
Sales Controller Off Trade (Retail & E-Commerce)
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DEPARTMENT Sales
JOB TITLE Sales Controller Off Trade (Retail & E-Commerce)
RESPONSIBLE TO Head of Off Trade
GENERAL DESCRIPTION
The Sales Controller is responsible for driving the delivery of off-trade sales targets through effective commercial leadership, strategic account management, and customer development.
The role provides direction, coaching, and support to National Account Managers (NAMs), while building and maintaining high-value customer relationships.
The Sales Controller will champion the values and objectives of Fortitude Drinks UK, ensuring sustainable business growth and strong commercial performance.
This role would sit within the commercial team and be responsible for managing a portfolio of major retailers & E-Com customers across different channels, supporting delivery of sales, profit and distribution targets. The successful candidate would work closely with the wider commercial team. We are looking for an experienced, commercially minded & ambitious professional who can lead a business unit & take ownership of customer relationships, drive execution and drive growth.
MAIN RESPONSIBILITIES AND DUTIES
Leadership and Commercial Management
- Provide leadership, guidance, and support to National Account Managers to ensure the successful delivery of sales objectives and individual development plans.
- Drive the achievement of annual sales, profit, and expenditure targets across all assigned accounts.
- Develop and maintain effective working relationships with key internal stakeholders to support business objectives.
- Collaborate cross-functionally with all Fortitude Spirits Group departments as required.
- Attend company meetings and contribute to business initiatives when required.
- Support the recruitment, onboarding, training, and development of new employees, apprentices, and graduates.
- Contribute to the development of policies, procedures, work instructions, and continuous improvement initiatives.
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Account Management
- Develop and execute strategic account plans for key customers and retail partners.
- Achieve agreed sales and growth targets across the customer portfolio.
- Build, develop, and maintain strong relationships with senior decision-makers within key retail accounts.
- Monitor account performance, identifying opportunities and potential risks, and implement proactive actions to optimise results.
- Lead commercial negotiations, including pricing, promotional activity to achieve mutually beneficial growth.
- Manage and develop direct-report National Account Managers, ensuring clear objectives and development plans are in place.
- Ensure agreed sales budgets and expenditure targets are achieved throughout the financial year.
- Manage monthly forecasting and stock planning activities to ensure optimal supply and availability.
- Oversee the successful launch of new products and own-label contracts, ensuring customer satisfaction and commercial success.
- Deliver regular internal reporting on account performance, including monthly business reviews.
Mission-Led Sales and Business Development
- Act as an ambassador for the company’s mission, values, and ethical business practices in all customer interactions.
- Work closely with Marketing and Brand Management teams to align sales strategies with the organisation’s mission and brand objectives.
- Identify and pursue new business opportunities that support sustainable growth.
- Undertake additional responsibilities and projects that contribute to the wider success of the business.
Market and Competitor Analysis
- Monitor market trends, consumer insights, and competitor activity to inform strategic decision-making.
- Analyse performance data and provide recommendations to improve product positioning, customer engagement, and commercial outcomes.
- Share relevant market intelligence with internal stakeholders to support business planning and growth initiatives.
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This is not an exhaustive list but merely an overview of the main duties involved.
Knowledge, Skills and Experience
Essential Requirements
- Demonstrable success in a senior National Account Management or Key Account Management role.
- Strong commercial acumen with a proven ability to deliver sales growth and profitability.
- Excellent negotiation, influencing, and relationship management skills.
- Experience developing and implementing strategic account plans.
- Strong analytical and data interpretation skills, with the ability to translate insights into actionable plans.
- Excellent communication, presentation, and interpersonal skills.
- Strong organisational and time management skills, with the ability to manage multiple priorities effectively.
- Self-motivated, results-driven, and capable of working independently.
- Flexible and adaptable, with the ability to thrive in a fast-paced and evolving environment.
- Collaborative team player with a proactive and positive approach.
- Strong understanding of retail and e-commerce commercial models, including promotional planning, category management, and digital shelf optimisation.
Desirable Requirements
- Experience within the FMCG sector.
- Experience managing major UK retail accounts.
- Experience working within a mission-led or purpose-driven organisation.
- Passion for ethical, sustainable, and responsible business practices.
Additional Requirements
Essential
- Travel regularly to customer sites as required.
- Travel to the London and Middlesbrough offices when necessary.
- Commitment to representing Fortitude Drinks UK professionally and positively at all times.
We are unable to offer sponsorship for this role.
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