Overview of role
The Retail Sales Controller is responsible for delivering sustainable sales, profit and market share growth across a portfolio of national retail customers. Working closely with the Commercial General Manager, the role develops and executes customer strategies, leads commercial negotiations, and builds strong cross-functional relationships to maximise business performance. The role includes leadership and development of one direct report and active participation in wider commercial and business improvement initiatives.
Key Accountabilities
Customer Strategy & Growth
Identify opportunities to increase sales, distribution and profitability in partner customers
Lead Joint Business Planning (JBP) processes with strategic retail customers.
Build collaborative relationships with customer buying, category, supply chain and technical teams.
Deliver strategic plans that create mutual value for both customers and the business
Commercial Leadership
Own full customer P&L performance including revenue, margin, investment, rebates and profitability.
Lead annual commercial negotiations and pricing initiatives.
Develop robust account forecasts and manage risks and opportunities throughout the trading year.
Recommend and implement pricing strategies that offset inflation and protect margin.
Evaluate promotional effectiveness and return on investment.
Ensure business decisions are supported by sound commercial analysis and market insight.
Category Competency
Utilise market, shopper and category data to identify growth opportunities.
Translate consumer, retailer and category trends into actionable customer plans.
Work alongside NPD team to create compelling customer propositions.
Monitor competitor activity and provide recommendations to strengthen market position.
Forecasting and Business Planning
Produce accurate volume, revenue and margin forecasts. Identify corrective actions to address gaps.
Lead customer budgeting and annual planning processes.
Manage demand planning inputs to support excellent service performance.
Deliver monthly business reviews and performance updates.
The Right Person
Minimum 5 years' experience managing major UK grocery retail accounts.
Proven track record of delivering sales and profit growth.
Strong commercial negotiation experience.
Excellent numerical and analytical capability.
Experience managing customer P&Ls and promo investment.
Advanced Excel and commercial reporting skills.
Strong influencing and stakeholder management skills.
Experience leading cross-functional projects.
Previous line management experience.
Experience using Circana (IRI), Nielsen, Kantar or equivalent market data sources.
Critical Behaviours
Customer obsessed and externally focused.
Strong commercial acumen and financial ownership.
Challenges constructively and drives continuous improvement.
Builds credibility through delivery and integrity.
Makes decisions using data and insight.
Demonstrates resilience and adaptability.
Leads change positively.
Takes ownership and accountability for outcomes.
Encourages collaboration across functions.
Champions safety, quality and compliance at all times.
Retail Sales Controller employer: Associated British Foods
Hovis Bakeries is an exceptional employer, offering a supportive work culture that values both experienced and newly qualified HGV Class 2 Drivers. With competitive pay, a comprehensive benefits package, and ongoing training opportunities, employees can thrive in their roles while enjoying a healthy work-life balance in the vibrant location of Stockport. Join us to be part of a dedicated team that takes pride in delivering quality products and excellent service.
