Head of On Trade in London

An exciting opportunity to join this recognizable and established drinks business. My client is a well-known and respected global spirits business with years of sales and a long-standing place on every back bar. This business does well in both the On & Off trade and is classed as a household name.

My client is seeking an exceptional Head of On-Trade to lead and accelerate the growth of their iconic portfolio of premium and luxury spirits brands across the on-trade channel. This is a pivotal leadership role responsible for defining and executing the end-to-end on-trade strategy, driving sustainable brand growth, strengthening route-to-market partnerships, and delivering best-in-class customer engagement.

The successful candidate will lead a high-performing team and work cross-functionally to maximise distribution, visibility, rate of sale, and successful new product launches across national accounts, managed groups, wholesalers, and the wider hospitality landscape.

Company Benefits:

• Competitive package, bonus and car allowance
• Extended holiday package, product allowance and healthcare
• Opportunity to develop and grow within the business, owning your sector.
• Early finishes, well stocked office and company trips.

The Head of On-Trade responsibilities:

• Develop and deliver the overall on-trade strategy to drive sustainable growth, market share, and profitability across the portfolio.
• Lead the execution of annual commercial plans, ensuring delivery of revenue, volume, distribution, and rate of sale targets.
• Own and optimise the route-to-market strategy, building strong partnerships with wholesalers, distributors, and key trade partners.
• Lead strategic relationships and negotiations with national on-trade accounts, managed groups, hotel groups, and key hospitality operators.
• Secure and grow listings, menu placements, pouring rights, and commercial agreements that increase brand visibility and availability.
• Partner with Marketing and Brand teams to deliver best-in-class activation programmes that drive consumer engagement and brand growth.
• Lead the successful launch and expansion of new product development (NPD) initiatives across the on-trade channel.
• Identify market trends, customer opportunities, and competitive insights to inform channel strategy and investment decisions.
• Manage channel budgets, forecasting, and investment plans to maximise return on commercial spend.
• Monitor and optimise key performance indicators including distribution, rate of sale, customer performance, and profitability.
• Lead, coach, and develop a high-performing on-trade team, fostering a culture of accountability, collaboration, and continuous improvement.
• Act as the senior on-trade leader within the business, influencing cross-functional stakeholders and championing customer and consumer excellence.

The ideal Head of On-Trade Candidate:

• Minimum of 10 years' experience in a Senior Sales role within the drink industry.
• Ability to be in the London office for 10 days per month.
• Demonstrated success in developing and executing sales strategies that drive significant revenue growth.
• Strong leadership and team management skills with the ability to inspire and drive a sales team to exceed targets.
• Excellent communication, negotiation, and relationship-building skills.
• Strong analytical and problem-solving abilities, with a data-driven approach to decision-making.
• Willingness to travel regularly to meet with clients, distributors, and team members across the country.

If you are interested in having a chat about this role, please forward updated CVs to Mark at COREcruitment.