Regional Sales Manager - South

Asahi UK (AUK), part of Asahi Europe & International Ltd, aims to enrich consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands including, Peroni Nastro Azzurro, Asahi Super Dry, Meantime, Fuller’s London Pride and Cornish Orchards. Our aim is to be the leading super premium beer business in the UK, through a brand mix that creates a compelling proposition. At AUK we operate as an end to end business unit responsible for sales, marketing, customer operations, production, supply chain and wholesale operations in the UK & Ireland. For further information, visit


Asahi Europe & International is a subsidiary of Asahi Group Holdings Ltd, a global beverage and food company listed on the Tokyo Stock Exchange, Japan. Employing > 12,000 people, Asahi Europe & International is the custodian for leading super premium lager brands Peroni Nastro Azzurro, Grolsch, Asahi Super Dry, plus international Czech lager brands, Pilsner Urquell and Kozel. The business has world-class brewing and production facilities in 8 markets – UK, NL, ITL, PL, CZ, SK, HU, RO. In most of these markets, we are the leading brewer with full portfolio of famous brands. Commercial operations in other parts of Europe, USA, Canada, LatAm, Africa and Asia are served through our global distribution network. With state-of-the-art facilities, some of the best brewers in the world, quality ingredients, and a culture based on innovation and collaboration, Asahi offers the best quality of beer to beer lovers worldwide. More information can be found at


Regional Sales Manager – South


Asahi UK are looking for a Regional Sales Manager to lead our field sales team in the South of England.


Key Purpose Statement


To lead and develop a regional Field Sales team at Asahi UK. In a fast paced, sales target and result led environment, the RSM must focus on developing the team’s competencies and manage their performance. The RSM is measured on the retention and development of an existing outlet base of between 1500 – 1800 free trade and leased outlets. Implement and define the regional strategy to increase rate of sale, share of bar and distribution on draught and packaged products through exceptional levels of customer service. Full commercial and trade investment budget ownership. Responsibility for approving commercial deals within the AUK guidelines as well as ensuring ongoing governance of these policies. The RSM is responsible for setting regional strategy in response to the market conditions as well as implementing national on trade plans. The RSM must ensure that the team are communicating and collaborating appropriately with the rest of the Asahi UK organisation and 3rd party trading partners in the Route to Market channels. Field Sales is a key talent pool for the AUK organisation and responsibility for recruitment and development of the field sales force sits with the RSM.


Key Accountabilities


The Regional Sales Manager is responsible for the following key outputs and accountabilities:


Lead Regional Sales Team


  • Lead the performance of a remote team to ensure they are motivated and empowered in taking ownership of individual goals set.
  • Coach and develop team competencies to achieve full potential in current role and to prepare individuals for future roles in AUK
  • Recruit and train high calibre account managers to build future capability within AUK.


Sales Growth


  • Responsibility for the management and development of the regional commercial investment budget and ROI.
  • Formulate and execute the regional strategic plan based in order to deliver the overall AUK Field Sales strategy at a regional level.
  • Responsible for managing, maintaining and growing existing free trade draught distribution.
  • Responsibility for delivering the Free Trade & Leased & Tenanted Draught & packaged volume delivery and retention targets and Installation plan in order to meet and exceed targets.
  • Delivery of the brand activation plan across the full portfolio driving visibility, ROS and the perfect brand experience for draught beer consumers in independent outlets.
  • Establish processes and control operational standards to report and against key metrics with a focus on continuous improvement and actions in the Commercial Review Process.
  • Drive collaborative working relationship with our direct delivered independent free trade channel, Nectar.


Client Relationships


  • Specific responsibility for building and maintaining key account relationships. These should include; National Wholesaler Regional Directors, Strategic Regional Wholesaler Sales Directors, L&T Divisional Directors.
  • Build and maintain general relationships with Route to Market partners to ensure mutual business growth
  • Build and maintain effective relationships with key Multiple Retail Groups to enhance growth in this sector
  • Ensure opportunities for proposals to customers are maximised and negotiate where necessary for mutual financial benefit
  • Drive exceptional customer service levels via consultative account management in our current and new draught customer base.


Internal Relationships


  • Facilitate cooperative work between the RSM team and the RTM and Managed On Trade Channel account handlers to ensure Retention, Installation targets and volume targets are achieved.
  • Be an ambassador for Field Sales and the region, communicating the team’s role to ensure management of team’s valuable time.
  • Build relationships with Key Stakeholders to ensure effective cross functional working with other sales channels, trade marketing, finance, DTS, PRGM and brands.
  • Finance: Ensure Commercial Investment Budgets are utilised to maximise ROI.
  • Monitor and authorise team expenses and investments to ensure financial control on all expenditure.


Experience Required


  • Experience of working with brands, developing brand equity and delivering brand execution within guidelines.
  • A track record of building superior customer relationships & building a strategic customer contact strategy and network
  • Structured selling skills combined with strong drive and energy
  • Negotiating contracts & commercial investment to deliver company & brand goals
  • Relevant commercial sales responsibility in a successful FMCG business at NAM level
  • Ability to take the initiative, explore and deliver new business opportunities
  • Manages & scrutinises budgets for account base, demonstrates ability to target spend within customer portfolio to maximise ROI
  • Great communication skills coupled with a willingness to engage and deliver a super premium agenda
  • Experience in working with internal colleagues across different functions


Key Attributes of the Successful Person


  • Strong interpersonal skills and an ability to communicate effectively at all levels to ensure the sales & customer marketing teams are aligned and to influence improvements in ways of working
  • Training & coaching skills, candidate should have experience of leading, motivating and developing teams or individuals
  • Ability to facilitate change within teams.  Candidate must be able to influence teams to be flexible to the ever-changing UK on-trade market and needs of the business.
  • A background in one of the following: FMCG Sales, On Trade sales
  • Commercial management experience to KAM or NAM level & budget management
  • Computer experience required (Microsoft Outlook, Excel, Word, Teams & PowerPoint).
  • Ability to motivate & influence others
  • Enterprise wide mindset
  • Team player and motivator
  • Analytical thinker with strong commercial acumen
  • Dynamic and passionate
  • Courage and conviction to stand by decisions that you believe in
  • Strong drive & ambition to grow and develop within the business
  • Creative thinker, focused on solutions to delivering strong results


What We Offer


  • Private Pension
  • Medical and Dental Insurance
  • Life Assurance
  • Beer Allowance
  • Car Allowance


We are committed to nurturing a workplace where we celebrate and respect difference, and support everyone to be true to who they are! At Asahi Europe and International we believe you can SHINE AS YOU ARE – no matter your age, gender, ethnicity, sexual orientation, disabilities, religion, or beliefs.  We want to support you to be courageous in your individuality and to know that whoever you are and whatever your circumstances, you can belong with us without having to conform.

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