Regional Sales Manager - London

Brown-Forman Australia Pty. Ltd.; City of London; On-site; GBP 60,000 - 80,000; Full time

Job summary

An international spirits company is seeking a Regional Sales Manager in London to lead a team of On Trade Field Sales Executives. The ideal candidate will have a proven track record in the premium on-trade market and strong leadership skills. This role includes shaping channel strategy, managing sales targets, and fostering internal partnerships to grow brand presence in Super Premium outlets.

Benefits

Equitable pay structures

Premium employee experience

Comprehensive benefits package

Qualifications

• Strong knowledge of the London On Trade channel.
• Established network within the Independent Wholesale channels.
• Experience in people management.
• Significant sales experience covering on-trade and retail environments.
• Depth of experience in customer negotiations at Independent Free Trade level.

Responsibilities

• Shape and implement the London Business Unit Channel Strategy.
• Set sales and distribution targets for On Trade Field Sales Executives.
• Manage pricing, brand education, visibility, and promotional activities.
• Analyze performance and evaluate the impact of sales and promotions.
• Build and maintain key relationships through customer engagement.

Skills

Leadership

Stakeholder management

Analytical skills

Sales experience

Communication skills

Job description

Position Overview

Reporting to the London & Prestige Business Unit Manager (LBU), this high‑profile leadership role is part of the Brown‑Forman On Trade UK team.

The Regional Sales Manager (RSM) will lead and develop a team of five On Trade Field Sales Executives within Independent Free Trade, in line with Brown‑Forman’s vision and values to deliver our strategy and grow our brand presence in Premium and Super Premium outlets.

More specifically the RSM will co‑develop and execute the channel agenda and deliver the LBU portfolio objectives, including distribution, volume, brand education, visibility and promotions for the B‑F portfolio within the geographical area of responsibility.

You'll develop trusted partnerships across the entire Brown‑Forman organization, requiring strong influencing and stakeholder management skills. Working closely with the Customer & Brand Marketing Teams and the Advocacy Team, you'll be responsible for executing sales and activation plans with some of the world’s most premium on‑trade venues.

You'll also lead a team of five direct reports, empowering them to achieve key performance indicators (KPIs). Ultimately, you'll be accountable for delivering all Brown‑Forman portfolio KPIs within the channel, encompassing distribution, volume, pricing, brand education, visibility and promotions.

Crucially, this role demands a proven track record within the premium on‑trade environment and the ability to drive a super‑premium portfolio.

What You Can Expect

Shape and implement the London Business Unit Channel Strategy to achieve key performance indicators.

Set sales and distribution targets for On Trade Field Sales Executives.

Manage pricing, brand education, visibility, and promotional activities.

Analyze performance and evaluate the impact of sales, distribution, and promotions.

Build and maintain key relationships through significant in‑trade customer engagement.

Drive business development by pursuing growth opportunities within the channel.

Foster internal partnerships across Brown‑Forman.

Cultivate team development, nurturing a high‑performing team focused on On Trade excellence.

Lead and inspire account managers, empowering and guiding direct reports.

What You Bring to the Table

Strong knowledge of the London On Trade channel.

Established network within the Independent Wholesale channels.

Experience in people management.

Significant, progressive sales experience covering a range of on‑trade and retail environments, with the ability to quickly infer customer and channel needs as well as unlock insights from data to drive growth with our trade partners.

Depth of experience in customer negotiations at an Independent Free Trade level, and a sound knowledge of super‑premium brands.

Strong business acumen, P&L experience.

Excellent leadership skills and demonstrated people management experience.

What Makes You Unique

Fluent English (spoken and written).

Strong analytical, commercial, and problem‑solving skills.

Excellent influencing skills with the ability to convey sales information clearly, concisely, and visually.

Self‑motivated with the proven ability to identify issues and projects, plan and prioritize effectively, and manage multiple projects to completion by deadlines.

Strong business acumen, judgment, and strategic capabilities.

Superior communication skills (listening, presentations, written).

Ability to build strong relationships at all levels with strong stakeholder awareness.

Collaborative team player with conflict management skills.

Adaptable, flexible, and resilient.

IT literate in Google and Microsoft Office applications.

Who We Are

Imagine working for a company that welcomes you, inspires you to bring your best self to every opportunity, and encourages you to grow and develop your career in a resilient and fun industry. Brown‑Forman offers our employees this kind of career and environment, and has done so for more than 150 years. Together, we proudly live and work by our values, striving each day to be better and do better as people, as a company, and as members of the communities we call home. Come have a seat at our table!

Many Spirits, One Brown‑Forman

We believe that an inclusive culture, one that values the diversity and unique perspective of each individual, allows us each to bring our best self to work and leads to greater teamwork, creativity, and trust.

Cultivating a Caring Culture

We know that our strong culture is one of the many reasons people love working at Brown‑Forman.

Enriching Life. Enriching Careers

At Brown‑Forman, we craft products known for bringing people together. Our employees have made us what we are today and are the reason for our success. Do not just take our word for it. Brown‑Forman is consistently recognized as a Great Place to Work® in countries around the world.

What We Offer

Total Rewards at Brown‑Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.

Brown‑Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown‑Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.