Director – Sales & Marketing (Specialty Spirits, Food & Beverage)

Industry: Specialty Spirits, Alcoholic Beverages, Food & Beverage (B2B / B2C)

Role Overview

The Director – Sales & Marketing is a senior leadership role responsible for defining and executing the commercial growth strategy across specialty spirits, food & beverage markets, with a strong focus on brand‑led growth, route‑to‑market excellence, and profitable expansion in Scotland and selected international markets.

The role combines strategic sales leadership, marketing & brand stewardship, and P&L ownership, working closely with distributors, key accounts, on‑trade and off‑trade partners.

Key Responsibilities

• Define and execute the Sales & Marketing strategy aligned with company growth objectives.
• Lead sales performance across On‑Trade, Off‑Trade, Wholesale, Travel Retail, and Export channels.
• Drive revenue growth, margin optimisation, and market share expansion.
• Hold full P&L responsibility for assigned regions or markets.
• Build and manage strategic distributor and key account relationships.
• Lead complex commercial negotiations, pricing strategy, and contract agreements.
• Monitor sales performance, forecasting, KPIs, and corrective action plans.

Marketing & Brand Strategy

• Develop and deploy brand‑led marketing strategies for specialty spirits and F&B portfolios.
• Translate global brand strategies into local market execution plans.
• Oversee product launches, activations, trade marketing, and consumer campaigns.
• Collaborate with Global Marketing, Innovation, and NPD teams on:
• Brand positioning
• Ensure strong ROI on ATL / BTL marketing investments.
• Represent the company at trade fairs, industry events, tastings, and exhibitions.
• Lead, mentor, and develop Sales, Marketing, and Trade Marketing teams.
• Build high‑performing, culturally aligned commercial teams.
• Set clear objectives, performance metrics, and development plans.
• Monitor market trends, consumer behaviour, regulatory changes, and competitive activity.
• Identify new market opportunities, including premiumisation and export growth.
• Act as a key contributor to long‑term strategic planning and budgeting.

Candidate Profile

Education

• Bachelor’s degree in Business, Marketing, Commerce, or related field

Experience

• 10–15+ years of commercial experience in:

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