Area Sales Manager - Roofing Systems - London

The role is a commercially focused Area Sales Manager position responsible for driving profitable growth across a defined territory by selling a full range of flat roofing systems, including single ply and liquid‑applied solutions. Acting as the face of the business in the region, the role combines contractor recruitment, specification‑led sales, and account development, with a strong emphasis on building and upgrading a high‑performing Specialist Roofing Contractor (SRI) network. It is suited to a driven, technically competent sales professional who understands flat roofing build‑ups, compliance requirements, and the construction supply chain, and who thrives on achieving targets while developing long‑term customer partnerships.

Overall Purpose of the Job

To achieve and exceed the annual sales and margin targets within the assigned area by promoting and selling the company’s complete roofing product range. The role focuses on managing, developing and expanding the Specialist Roofing Contractor (SRI) network, with a particular emphasis on recruiting new contractors and increasing specification‑led opportunities across multiple market sectors.

Key Responsibilities

• Achieve agreed annual sales, margin and KPI targets for the area.
• Recruit a minimum of five new SRI contractors per quarter, each achieving a minimum annual spend.
• Manage, develop and retain existing SRI contractors, progressing Bronze and Silver contractors toward Gold and Platinum status.
• Generate new sales opportunities within the specification sector, targeting sectors such as Property Management, Facilities Management, Local Authorities, Education, Healthcare, Housing Associations and CIF‑funded projects.
• Calculate material costings for all projects under 100 m².
• Establish, maintain and grow strong relationships with contractors, specifiers and key stakeholders.
• Submit a minimum of one case study per quarter to support marketing and brand visibility.
• Maintain a strong understanding of competitor activity, market trends and product developments.
• Attend trade shows, seminars and industry events as required.
• Provide accurate sales forecasts, reports and updates to senior management.
• Manage personal workload, journey planning and expenses effectively to maximise territory coverage and efficiency.

Knowledge, Competencies and Experience Required

• Strong working knowledge of flat roofing systems, including warm, cold and inverted roof build‑ups.
• Understanding of bonded, mechanically fixed and ballasted roofing systems, including green roof applications.
• Sound knowledge of relevant British and European Standards and roofing codes of practice.
• Clear understanding of construction contractual relationships between client, main contractor, subcontractor and supplier, as well as the design team.
• Awareness of external bodies such as Building Control, NHBC and FM.
• Competent IT skills, including Outlook, Excel, Word and CRM systems.
• Proven ability to plan workloads effectively and optimise travel routes.
• Professional, self‑motivated, target‑driven and enthusiastic with a strong desire to succeed.
• Excellent communication, presentation and interpersonal skills.

Behaviours

• Demonstrates ambition, determination and accountability.
• Acts decisively and with integrity.
• Adapts positively to change and works proactively.
• Builds open, honest and respectful relationships.
• Continuously develops personal skills and supports team success.

Internal Relationships

• Sales Director
• National Key Account Manager
• Technical Director
• Divisional Managing Director
• Area Sales Manager team
• Technical team
• Branch teams

External Relationships

• Roofing contractors and their clients across the UK.
• Manufacturers and key supply‑chain partners.
• Industry contacts and networks to monitor competitor activity and market trends.

The role holder must represent the company professionally at all times and act as an ambassador for the brand.

Special Factors

• Regular travel within the territory with occasional overnight stays.
• Company car, phone and IT equipment provided.

Contact Information

Consultant: Tony Morris
Tel. No. 01234 826450 ext 103
E‑mail: tony@srsuk.com
Website: www.srsuk.com