Build Wafer’s next stage of growth in Great Britain
Wafer Enterprises Ltd is an Irish manufacturer and supplier of ice cream cones, ice cream and related products. With more than 35 years of experience, we have built our reputation on product quality, excellent customer service and long-standing relationships across Ireland, the UK and Europe.
We are now investing in the next stage of our growth in Great Britain. We are looking for a commercially driven FMCG professional to build our market presence, win new customers and develop profitable sales channels. This is a foundational role with direct access to the Wafer Senior Management Team and the opportunity to help shape how Wafer grows in GB.
The Role
You will take ownership of business development for the GB market working closely with Senior Management. You will define the growth strategy, secure strategic customer accounts and develop effective sales channels across the region.
This is a foundational appointment. Wafer does not currently have a GB office or sales team. It is our intention to build a team around this role as the business grows and the need arises, and the successful candidate will have the opportunity to shape and lead that team.
In this critical position, you will be reporting directly to the Wafer CEO, and you will also have access to the Wafer COO as needed.
The opportunity
You will take ownership of business development and sales growth across Great Britain. Working closely with our Irish leadership and operational teams, you will turn market opportunities into a practical growth plan, build relationships with key customers and channel partners, and develop a strong, measurable sales pipeline.
Wafer does not currently have a UK office or sales team. You will therefore need to be comfortable working autonomously, managing your own territory and travel, and building the foundations for future growth. As the business develops, there will be an opportunity to recruit and lead a GB sales team.
What you will do
- Develop and deliver a GB sales and business development plan, with clear priorities, milestones and measurable targets.
- Identify, approach and win new customers, with a focus on wholesalers, distributors, retailers, foodservice operators and relevant key accounts.
- Build strong relationships with buyers, commercial decision makers and channel partners, turning opportunities into long-term profitable business.
- Grow existing accounts through increased sales volumes, wider product listings, new product opportunities and stronger customer engagement.
- Develop distribution coverage and identify the right routes to market for Wafer’s products across Great Britain.
- Lead commercial negotiations covering pricing, margins, promotional activity, payment terms and supply agreements.
- Maintain a disciplined pipeline, account plans and sales forecasts; track performance against revenue, gross-margin and customer-acquisition targets.
- Monitor customer needs, competitor activity, pricing and market trends, and translate insight into commercial action.
- Work closely with the Senior Management Team and colleagues across customer service, production and logistics to support reliable supply and a strong customer experience.
- Represent Wafer at customer meetings, trade shows and relevant industry events.
- Provide clear, regular reporting on sales performance, pipeline, risks, opportunities and market development.
- Help shape Wafer’s wider sales and marketing strategy and, as the GB business grows, contribute to building and leading a local sales team.
What you will bring
- Substantial, demonstrable sales and business development experience in FMCG, ideally with a track record of delivering growth in the UK market.
- Direct experience working with wholesalers and distributors, including negotiating commercial terms and developing accounts.
- A strong record of winning new business as well as growing existing customers and key accounts.
- Strong commercial judgement, balancing revenue growth, gross margin, pricing discipline and sustainable profitability.
- Experience building relationships with senior buyers and commercial decisionmakers; national account, buying group or major retail experience is an advantage.
- The ability to turn strategy into action: prioritising opportunities, planning territory activity, managing a pipeline and delivering measurable results.
- A proactive, self-sufficient working style, with the judgement and resilience to establish a market presence without an existing local office or team.
- Strong communication, presentation, negotiation and relationship-building skills.
- Good numerical and analytical skills, including confidence using Excel, sales reports and CRM or other sales-management tools.
- A full, valid driving license and willingness to travel regularly across Great Britain, typically around three to four days per week.
Particularly relevant experience
Experience in food, ice cream, frozen food, food ingredients, foodservice or related FMCG categories would be especially valuable. Existing relationships with UK wholesalers, distributors, retailers or foodservice customers are a strong advantage. Experience launching products, opening new territories or building distribution in a new market is also highly relevant. A degree or commercial qualification is welcome but is not a substitute for proven commercial results.
What we offer
- Company car and business travel expenses.
- Attractive performance-related bonus or profit-share arrangement, subject to agreed objectives and scheme terms.
Personal development and training.
Direct access to senior leadership and the opportunity to influence Wafer’s GB growth strategy.
The potential to build and lead a sales team as the business expands.
Working arrangements
This is a field-based role covering Great Britain, with regular customer visits and travel. Wafer does not currently operate a UK office, so the successful candidate will need to be comfortable working independently while staying closely connected with colleagues in Ireland. Working hours will vary with customer commitments and travel
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