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DepartmentSales Department - Reporting to Chief Executive Officer (CEO)

LocationHome-based with frequent visits to Rushock and considerable UK and overseas travel.

DetailsTravel to Head Office, Rushock or Velocity Way, Redditch or any other such place of work within a 20-mile radius.

General Purpose

To develop, lead, and implement the company’s ambitious global commercial strategy in all its channels to market, encompassing domestic & international business-to-business plus online retail (e-commerce) business-to-consumer.

Working closely with the CEO to create a compelling commercial vision for the company, which in turn generates leading-edge customer development, business development, and product development initiatives that drive growth and enhance shareholder value.

Provide team leadership for all customer-facing departments including UK Trade, International (export), E-commerce, Business Development, Regional Management, and Customer Service.

Line management responsibility for leading and supporting heads of department in order that they meet or exceed annual sales & profitability targets plus other sales-related KPIs.

Taking personal key account management responsibility for a number of strategically important accounts. A key board member.

Key Tasks And Responsibilities

  • To develop, maintain and lead the company’s global commercial strategy aimed at maximising long-term shareholder value and increased profitability;
  • Analysis of activity within the pet sector to develop the best and most effective business plans to inform KPI’s, including current market and product trends;
  • To monitor the commercial activities of competitors to maintain Fish4Pets’ competitive edge;
  • To lead all sales departments in developing and meeting performance KPI targets, whilst being involved in the motivation, development, performance management, and succession planning of existing talent;
  • To be a key contributor in the development and implementation of brand and corporate-level marketing strategy;
  • To have direct key account management responsibility for multiple strategic accounts; Achieve agreed sales targets in these strategic accounts, both for growth and profitability, thus achieving key account plans.
  • Maintain high customer satisfaction ratings.
  • Actively assess, clarify and validate customer needs on an ongoing basis.
  • Develop and maintain excellent working relationships with senior leaders within the global pet sector, including board-level contacts within the major retailer chains;
  • Act as an outstanding ambassador and role model for the company maintaining and expanding excellent relationships with industry opinion formers, strategically large customers, and other stakeholders;
  • Directly and via team leadership undertake the responsibility for business development activity in key markets and channels including the UK, Europe, S.E. Asia, China, and the USA;
  • To develop new business and increase market share in new territories, new sectors, and via new channels to market;
  • Build on our existing footfall in regard to our USP of fish protein-based pet food;
  • To produce annual commercial budgets and activity plans for approval by the main Board (i.e., shareholder board);
  • The leadership responsibility for global, regional, and channel pricing policy;
  • To ensure all customer agreements and pricing negotiated is commercially sound;
  • Key contributor to strategic plan development including major projects, sales performance objectives, financial targets, and critical milestones (traditionally a 3-year planning horizon);
  • Lead the sales departments to support supply chain colleagues with accurate sales forecast data;
  • Provide timely feedback to the main board regarding the company’s commercial performance including a quarterly activity report;
  • Work with the HR Manager with reference to team recruitment, according to strategy and or staff turnover. To lead all sales departments recruitment as agreed by the CEO;
  • Support the Customer Service director and team to deliver customer service excellence;
  • To commit to the continued development, sustainment, and improvement of the organisation’s Quality Management System, and any future management systems that the company may decide to implement;
  • To abide by Health and Safety regulations, and roles and responsibilities as defined in the company’s Health & Safety Policy.

Person Specification


  • Degree level qualification [desierable]
  • Professional sales management qualification an advantage [desierable]
  • Proficiency in an additional language/s an advantage [desierable]
  • A full valid driving licence

Relevant experience

  • Extensive experience of executive sales and commercial responsibility, both in the UK and Internationally.
  • Extensive experience of executive sales and commercial responsibility in applicable sectors i.e. pet food, grocery, FMCG
  • Key Account Management track record with major UK and international accounts with a proven track record of achieving sales growth and delivery of results to business plans.
  • Strategic Business Planning with demonstratable experience of aligning Company business objectives, to team KPI’s
  • Demonstratable experience of relationship building to drive business growth
  • Production and maintenance of annual budgets

Aptitude, competencies, skills, and abilities

  • A natural leader with an ability to inspire performance
  • Strong commercial outlook and an entrepreneurial approach to key account management
  • Ability to constructively challenge
  • Commitment to continuous improvement
  • Strong planning and organisational skills, with consideration to the wider business and impact on teams
  • Strong analytical ability
  • The ability to work calmly under pressure
  • Well-developed interpersonal skills, maintaining close, trusting relationships with key stakeholder
  • Skilled mentor and coach
  • Ability to make informed decisions based on facts, business requirements, and business aims and objectives.
  • Strong IT, budget, and report writing skills.

Personal attributes and Disposition

  • Ability to build rapport
  • Willingness to share and receive knowledge
  • Logical thinker
  • Resilient
  • Positive
  • Team Worker
  • Collaborative attributes
  • Ability to travel and work unsocial hours on a regular basis
  • Focused

To apply please submit a covering letter along with an up-to-date CV


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