UK Sales Manager - Food (B2B) in Manchester

Badiani is an Italian brand with Gelato stores in the UK, Italy, France and Spain! We were founded in 1932 and entered the UK market in 2016. We now bring joy and colour to the lives of thousands daily through our beautiful concept stores and award-winning GELATO! We are a fast-growing business and are entering more exciting markets in 2025, whilst growing our E-commerce and B2B platforms. As such, we’re now looking for an experienced retail/FMCG B2B Sales Manager with relevant food experience within the UK and any or all of the Spanish, French or Italian markets.

In a market dominated by low-quality products and limited presence of authentic artisan gelato, as Sales Manager, you will drive the expansion of Badiani’s B2B business focusing on the UK market, and potentially other European markets, such as Spain, France or Italy. Your mission is to identify opportunities, build a strong pipeline, convert leads, and manage client relationships to deliver revenue growth and profitability. You will report directly to the Board & CEO, while working closely with the Head of Country Iberia to align on logistics & production capacity. This position offers clear progression into a senior leadership role as the business scales.

We Need

A strong Sales / Business Development B2B background in the UK/ European food industry, along with a true hunger for success, will be key to thriving in this role. It’s essential you’ll have sold into UK B2B markets and at least one other European territory - and you will understand the challenges of working in a small but fast-paced growth food retail/FMCG/manufacturing business. This is not a siloed or highly structured position, you’ll be defining, strategising and delivering, generating your own pipeline from scratch, arranging meetings, attending events, using your own network and your own successful sales tactics to build business and increase our revenue from a B2B standpoint.

The Role

• Conduct market research to understand customer market sizing, market segmentation by customer type, competition in each relevant segment, and geography trends.
• Build and maintain a robust sales pipeline (cold calling, networking, referrals, events).
• Build and maintain a robust sales reporting and monitoring system.
• Work with the Marketing team on the conversion of marketing-generated leads.
• Identify and engage with potential clients to generate new business and expand our presence in the UK and other markets.
• Prepare and present compelling proposals that meet client needs.
• Negotiate contracts, pricing, and terms to secure profitable agreements and close deals.
• Lead account management for customer success and expansions with B2B customers.
• Identify & develop partnership opportunities to enhance brand visibility & drive sales.
• Work with the marketing team to develop Sales campaigns aligning with your objectives.
• Attend industry events, trade shows, and networking opportunities to represent the company and build strategic relationships.
• Develop & maintain strong relationships with existing clients. Understand client goals and challenges to provide tailored solutions.
• Ensure high levels of customer satisfaction through regular check-ins, prompt responses to concerns, and proactive problem-solving.
• Manage special sales, e.g., special sales for shareholders, and seasonal sales.
• Work to establish long-term partnerships that drive ongoing business growth.
• Track progress and adjust strategies as needed, reporting results directly to the leadership team.
• Analyse sales data and market feedback to refine approaches and improve performance.
• Collaborate closely with internal teams, including Production, Business Development, and the Heads of Country, to optimise service offerings and share customer feedback.
• Contribute insights to help improve our products, services, and customer experience.

About You

• Proven experience in Sales / Business Development in a target-driven environment in the UK and other European markets/territories.
• Experience working within the food industry is a must.
• Premium food segments/products experience preferred.
• Demonstrable track record of Sales success within a growth business.
• Strong interpersonal and communication skills, both verbal and written.
• Organised and efficient with excellent attention to detail.
• Demonstrated ability to build and maintain client relationships.
• Persuasive and confident in delivering sales presentations and negotiations.
• Self-motivated, proactive, and results-oriented with a passion for exceeding targets.
• Able to work on your own and use initiative to get the job done.
• Excellent problem-solving skills and ability to think creatively to address client needs.
• Ability to adapt to changing market conditions and work well under pressure.
• Experience in selling internationally would be desirable.
• Proficiency in English and either Spanish, French or Italian is required.

Why join us?

Take ownership of sales and directly shape our growth. Be part of a fast-growing, international gelato brand. Progress into senior leadership roles as the business expands. We are a small but ambitious company, seeking a driven and adaptable professional who thrives in a fast-paced, start-up environment. If you are passionate about great artisanal food, making a tangible impact, eager to grow in a hands-on role, and ready to help shape our future success, we’d love to hear from you.