Commercial Manager

Location: South Wales
Salary depending on experience

The Opportunity

Yolk Recruitment is proud to be supporting one of our clients in the drinks manufacturing sector with the appointment of a Commercial Manager.

This is a senior, commercially led leadership role with full accountability for sales growth and revenue performance across multiple channels. The successful candidate will own the commercial strategy end-to-end, while providing oversight and direction across operations, people, compliance, and retail to ensure the wider business supports commercial success.

Sales is the core focus of this role; all other functions exist to enable and accelerate growth.

Key Responsibilities

• Sales & Commercial Leadership (Primary Focus)


• Own and deliver the overall commercial and sales strategy for the business.
• Drive sustainable sales growth across:
• Local and regional wholesale channels, managing a field sales structure.
• Off-trade partners including national providers and independent retailers.
• Independent convenience and regional grocery opportunities.
• National and local pub companies and hospitality groups.
• Identify, scope, and execute new route-to-market opportunities.
• Lead and develop relationships with key customers, distributors, and strategic partners.
• Take ownership of export opportunities where commercially viable.
• Maintain full control of product innovation and NPD pipeline, aligned to customer and market demand.
• Monitor sales performance against targets, forecasts, and KPIs, adjusting strategy as required.


• Strategic & Board-Level Leadership


• Contribute to and deliver the wider business strategy with a strong commercial lens.
• Act as a key point of contact for senior stakeholders and the Board.
• Ensure all departments are aligned behind commercial priorities and revenue goals.


• Retail & Customer Experience


• Provide leadership oversight of retail and on-site customer touchpoints.
• Ensure retail performance supports brand visibility, profitability, and sales growth.
• Collaborate with sales and marketing on promotions, events, and launches.


• Marketing & Brand Development


• Lead commercial input into marketing strategy across on-trade and off-trade channels.
• Work with external marketing partners on brand positioning, campaigns, and launches.
• Use market insight, competitor analysis, and customer data to inform product and pricing strategy.

Skills & Experience

• Proven senior commercial or sales leadership experience within drinks, FMCG, hospitality, retail, or manufacturing.
• Strong track record of delivering sales growth across multiple channels.
• Excellent commercial acumen with experience owning P&L and revenue strategy.
• Experience leading and influencing cross-functional teams.
• Strong negotiation, stakeholder management, and relationship-building skills.
• Sound understanding of operational, regulatory, and compliance environments.

Personal Attributes

• Results-driven, commercially focused, and highly strategic.
• Confident leader with a hands-on approach when required.
• Entrepreneurial mindset with resilience and adaptability.
• Strong communicator who leads by example.
• Passion for products, brands, and customer experience.



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