Sales Manager – UK Wholesale & Distribution Operations (Midlands)

Sales Manager – UK Wholesale \& Distribution Operations

Location: Birmingham / Midlands Region, United Kingdom

Territory Coverage: Midlands and Surrounding Areas (Nationwide Travel Required)
Job Type: Full\-Time \| Hybrid Role
Work Structure: Field\-Based \+ Office\-Based \+ Management Meetings
Office Locations: Birmingham (B7 and B30\)
Company: Sterling Ventures UK Ltd / HoReCaGold Wholesale
Salary: £33,000 – £40,000 per annum (depending on experience) \+ Performance Bonus \+ Company Vehicle/Allowance

About Us

Sterling Ventures UK Ltd is a rapidly growing wholesale import, distribution, e\-commerce, and cash \& carry business supplying catering, hospitality, retail, and food service sectors across the UK.

Our expanding group includes brands and divisions such as CaterGold and HoReCaGold Wholesale. As part of our continued expansion, we are looking for a highly experienced, commercially driven, and hands\-on Sales Manager to drive business growth across both our national distribution business and the expanding HoReCaGold Wholesale division.

This role will involve managing existing sales operations, developing new business opportunities, supporting marketing campaigns, and leading sales growth across the Midlands and surrounding regions, with nationwide customer and account management responsibilities.

Key Responsibilities

Sales Management \& Leadership

• Lead, manage, and motivate a growing sales and business development team of 10\+ people.


• Monitor team performance, KPIs, customer activity, and sales targets.


• Conduct regular sales reviews, reporting, and performance discussions.


• Support recruitment, onboarding, training, and development of sales staff.


• Work closely with directors and senior management through regular office\-based meetings and operational catch\-ups.


• Ensure strong communication and coordination between sales, marketing, warehouse, accounts, and operational departments.

Business Development \& Revenue Growth

Drive sales growth across:

• HoReCaGold Wholesale


• Distribution sales


• Catering and hospitality sectors


• Wholesale and retail customer channels

Develop strategies to:

• Increase customer acquisition


• Reactivate dormant customers


• Increase customer spend and retention


• Expand market reach and product penetration


• Maintain and develop key customer relationships.


• Support major account management and high\-value customer negotiations.


• Identify and secure new nationwide business opportunities and strategic accounts.

National Account \& Chain Development

• Develop relationships with:


• National chains


• Multi\-site hospitality operators


• Restaurant groups


• Catering groups


• Large wholesalers


• Retail chains


• Proven experience working with large national customer accounts and chain businesses is highly preferred.


• Experience in acquiring and managing large multi\-site or chain customers will be a significant advantage.

Individual Sales Targets

• Manage and achieve personal sales and business development targets.


• Actively contribute to revenue generation alongside managing the wider sales team.


• Identify and pursue new sales opportunities independently.

Marketing \& Campaign Coordination

• Work closely with the Digital Marketing \& Content Creation department to:


• Develop marketing campaigns


• Create promotional content


• Launch targeted sales campaigns


• Support seasonal and promotional activity


• Generate customer engagement and lead generation

Coordinate:

• Email marketing campaigns


• Product promotions


• WhatsApp campaigns


• Sales brochures and catalogues


• Social media sales promotions


• Monitor campaign performance and provide commercial feedback.

Reporting \& Commercial Analysis

Prepare and analyse:

• Sales reports


• Team performance reports


• Forecasts


• Sales pipeline reports


• Market feedback and trends

Monitor:

• Customer performance


• Product performance


• Sales conversion rates


• Team productivity


• Provide regular reporting and commercial insights to directors.

Customer \& Market Management

Build relationships with:

• Wholesalers


• Restaurants


• Hotels


• Catering businesses


• Retailers


• Food service operators


• Understand customer requirements and market trends.


• Support pricing strategies and promotional planning.

Skills \& Requirements (Mandatory)

• Minimum 8–10 years’ practical experience in:


• Sales management


• Team management


• Business development


• Customer relationship management


• Proven experience managing sales teams of 10\+ people.


• Proven experience working towards team and individual sales targets.


• Strong reporting, forecasting, and commercial analysis skills.


• Experience managing both individual and team KPIs.


• Experience handling nationwide customer accounts and sales operations.


• Strong communication, leadership, and negotiation skills.


• Ability to work in a fast\-paced and target\-driven environment.


• Strong Microsoft Excel and computer literacy skills.


• Full UK driving licence required.

Preferred Industry Experience

Preference will be given to candidates with experience in:

• Wholesale and Distribution


• Food service and Hospitality


• FMCG


• Cash \& carry

Educational Requirements

Preferred qualifications include:

• MBA (Sales \& Marketing)


• MBA (Business Administration)


• Master’s degree in:


• Sales


• Marketing


• Business Management


• Commerce


• Or equivalent business qualification

Relevant commercial and management experience will be given higher importance than academic qualifications alone.

Pay: £33,000\.00\-£40,000\.00 per year

Work Location: Hybrid remote in Birmingham

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