Regional Sales Manager - Matthew Clark Bibendum
SKILLS
FULL DESCRIPTION
We’re a team of drinks industry obsessives, driven by supporting the trade – day in and night out. Passion paired with unparalleled industry insight mean we’re always moving forward, collaborating with our customers to understand the needs of their business and to ensure we’re supporting their future growth. We are one of the UK’s largest drinks wholesalers, supplying drinks to several thousand venues in every part of the UK and every segment of the trade, from luxury hotels and world-class event spaces to local restaurants and community pubs. With over 200 years of on-trade experience behind us, and unique insight into the future of our industry, our experience matters.
We’re looking for an experienced Regional Sales Manager to lead and inspire a high-performing regional sales team, driving profitable growth across the On Trade.
In this role, you’ll translate commercial strategy into standout execution – winning new customers, growing share with existing ones, and ensuring our brands and partner portfolio thrive in every outlet. You’ll create a performance-led culture through clear expectations, strong coaching, and capability development, empowering your team to deliver exceptional results.
This is a field-based role covering the South West.
About the Role
- Lead and develop a team of Area Sales Managers to deliver agreed volume, value, and margin targets
- Win new customers and grow share of existing accounts across priority brands
- Translate company strategy into clear regional priorities, KPIs, and execution plans
- Build strong customer relationships, improving experience and unlocking growth opportunities
- Support and coach ASMs on key account management, negotiation, and value growth
- Manage promotional spend, pricing, and capital investment to deliver profitable growth
- Champion CRM and reporting tools, ensuring accurate forecasting and data-led decisions
- Deliver high standards of brand activation, visibility, and compliance across your region
- Work cross-functionally with Marketing, Category, Finance, and Supply Chain to deliver integrated customer solutions
About you
- Proven experience leading a team of Area Sales Managers (or similar) with a strong performance track record
- Strong commercial acumen, including P&L, pricing, margin management, and ROI
- On Trade or drinks industry sales experience, with strengths in acquisition and account development
- A coach-led leadership style with the ability to develop talent through structured PDPs
- Confidence using data, CRM, and reporting tools to drive decisions and performance
- Excellent communication and influencing skills with customers and senior stakeholders
- Strong knowledge of the local licensed trade, competitor landscape, and regulations
- WSET Level 2 or above
- A valid UK driving licence and flexibility for regular travel