General Manager, United Kingdom

We're looking for a General Manager to lead and scale BERO's UK business. This is a commercial leadership role with full P&L ownership - you'll be the architect of our UK strategy and the driving force behind its execution. You'll build and own relationships across the on-trade (pubs, bars, restaurants, hotels) and off-trade (grocery, convenience, specialty retail), while managing key wholesaler and distributor partnerships. You're equally comfortable pitching to a national account buyer as you are pulling pints at a launch event. This role will be on the ELT and reports directly to BERO's CEO and will work cross-functionally with operations, marketing, and finance to ensure the UK market thrives.

Key responsibilities

• Develop and execute the UK go-to-market strategy across on-trade and off-trade channels.
• Build, lead, and inspire a high-performing UK sales team as the market scales.
• Own key national and regional account relationships - grocery multiples, convenience chains, pub groups, hotel chains, and independent accounts.
• Negotiate and close strategic partnerships that accelerate distribution and brand presence.
• Set and deliver against ambitious revenue, distribution, and profitability targets.
• Identify, onboard, and manage relationships with UK wholesalers and distributors.
• Drive joint business planning, ensuring alignment on volume forecasts, inventory levels, and promotional activity.
• Monitor sell-through performance and course-correct to maximize velocity and minimize out-of-stocks.
• Own the UK P&L with accountability for revenue, margin, trade spend, and operating costs.
• Build robust forecasting and demand planning processes in partnership with operations.
• Make data-driven investment decisions across trade marketing, headcount, and market development.
• Partner with Marketing to localize brand campaigns, drive trial, and build cultural relevance in the UK.
• Work with Operations to ensure supply chain readiness, manage lead times, and optimize logistics.
• Collaborate with Finance on budgeting, reporting, and commercial analysis.
• Provide market intelligence and consumer insights to inform global product and brand strategy.
• Define the long-term vision for BERO in the UK - where we play, how we win, and what success looks like.
• Identify whitespace opportunities and emerging channels (e.g., food service, travel retail, e-commerce).
• Represent BERO externally as a thought leader in the UK beverage and NA space.

Qualifications

• 10+ years in commercial leadership roles within UK beverages (beer, RTD, soft drinks, or spirits preferred).
• Proven track record building brands and driving distribution in both on-trade and off-trade channels.
• Deep experience managing wholesaler and distributor relationships (e.g., Matthew Clark, LWC, Bibendum, Booker, national grocery).
• P&L management experience with a demonstrated ability to deliver profitable growth.
• Experience building and leading teams in scaling or startup environments is a strong plus.

Skills & Attributes

• Commercially sharp - you understand margin, mix, and how to turn strategy into sales.
• Relationship builder - your Rolodex is your superpower; you know the buyers, the operators, and the decision-makers.
• Entrepreneurial mindset - comfortable with ambiguity, resourceful, and biased toward action.
• Cross-functional influencer - you can collaborate effectively with marketing, ops, and finance without needing direct authority.
• Inspirational leader - you attract and develop top talent and create a culture of accountability and excellence.
• Passion for the mission - you believe in what BERO stands for and are excited to champion the NA movement.