Sales Director - Foodservice

Company: Private Label Chilled and Elements of Brand

Size: International Food Group

Role: Sales Director- Foodservice

Level: Board

Based: Northern Focused

Offer: £Six Figure + Executive Benefits

Location: This role will require high office contact in the North. Candidates will need to be based in North or potentially North Midlands.

The Business

Our client is a rapidly expanding powerhouse in the private-label food sector, renowned for driving category innovation, demonstrating operational agility, and offering deep expertise across the Foodservice landscape. They have built an impressive reputation for delivering quality and value to major UK retailers and are now firmly accelerating their impact across the Out-of-Home channel, partnering with operators in QSR, Casual Dining, and Wholesale to provide tailored, commercially sharp solutions that fuel menu growth and profitability.

Operating in a dynamic, matrix-led environment, they thrive on complexity, managing commodity volatility, fast-moving consumer tastes, and operator challenges to deliver bespoke, margin-enhancing products that truly set them apart. Supported by substantial investment and a bold five-year growth strategy, they are now looking to appoint an exceptional Sales Director to lead one of their most strategically important divisions, driving P&L performance, shaping go-to-market strategy, and securing long-term customer success across the Foodservice sector.

The Role

This is a high-impact Sales Director position, reporting directly to the UK Managing Director and tasked with delivering the next level of growth across the Foodservice division. As the senior sales leader, you will take full accountability for channel sales performance, strategic customer partnerships, and commercial execution, with a strong focus on Quick Service Restaurants (QSR), Casual Dining chains, and National Foodservice operators. You will define and drive the sales strategy, secure new wins, deepen key relationships, and lead a high-performing team that lives and breathes excellence. This is a prime opportunity to influence the future of the business from the Sales Director chair, owning an ambitious growth agenda with genuine board-level visibility.

Key Responsibilities

• Develop and Execute a Winning Sales Strategy: Design and deliver the roadmap for Foodservice growth, covering National operators, Wholesale, and OOH. Ensure plans are sharp, commercially robust, and tightly aligned with the group’s overall ambitions.
• Build and Deepen Operator Partnerships: Personally lead relationships with the most influential QSR brands, restaurant groups, contract caterers, and buying organisations. Drive joint business plans that unlock scale, innovation, and long-term mutual success.
• Drive Customer-Focused Solutions that Win on Menus: Partner closely with Culinary, NPD, Marketing, and Supply Chain teams to build tailored propositions that address operator needs, capitalise on market trends, and strengthen customer loyalty.
• Inspire, Lead, and Elevate a High-Performance Sales Team: Recruit, develop, and energise a best-in-class sales force. Embed a culture of pace, accountability, and pride in winning, ensuring the team consistently exceeds expectations.
• Take Full Ownership of Sales Delivery and Profitability: Own all key metrics, from revenue and margin to promotional investment and forecasting accuracy. Ensure sales plans maximise value creation, protect price, and drive sustainable category leadership.
• Champion Insight, Innovation, and Commercial Agility: Keep close to the market and to your customers. Feed insights back into the business to steer NPD, sustainability initiatives, and commercial decisions that secure future pipeline and brand advantage.

This is not a role for someone who wants to maintain the status quo. It’s a Sales Director mandate with a growth engine remit, leading the charge to deliver c.70% growth over the next five years, and shaping how the business wins across the rapidly evolving Foodservice landscape.

Why Apply?

• Step into a pivotal Sales Director position at the forefront of a high-growth, strategically essential division.
• Take full ownership of channel sales, P&L performance, and customer strategy with direct Board engagement.
• Be part of a forward-thinking, ambitious SLT that prizes innovation, commercial agility, and long-term value creation.
• Build a platform for progression into broader executive leadership or General Management in a business committed to developing top-tier talent.

Candidate Profile

• An accomplished Sales Director or senior sales leader with a proven track record in the Foodservice sector, ideally with full strategic sales and P&L ownership.
• Outstanding experience in building and managing major national customer relationships across QSR, Casual Dining, contract catering, and wholesale channels.
• Commercially sharp with deep expertise in negotiation, pricing, and unlocking value across multi-channel landscapes.
• A motivational leader who thrives in high-energy environments, known for building, driving, and sustaining high-performing teams.
• Ideally with chilled food experience, though high-calibre candidates from other FMCG Foodservice backgrounds will be considered.
• A sophisticated understanding of the Foodservice world — from culinary trends and menu engineering to operator economics and supply challenges.