Head of Sales

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Craigavon, Finlay's Food (FF), GB, BT67 0JF

Date Posted: 11 Sept 2026

Head of Sales

Salary:
Up to £70,000 per annum dependent on experience

BAKO is a leading supplier of Bakery Products and Ingredients servicing customers throughout the United Kingdom. BAKO Ltd forms an integral part of the BAKO Group Ltd with revenues of £150m and 400 employees. The Group is the largest bakery goods wholesaler in the UK with National coverage serviced via its depots in Preston, Wimbledon, Durham, Northern Ireland and now Cullompton.

Launched over 60 years ago, BAKO offers the food industry an outstanding combination of competitive prices plus the exceptional customer service only a local company can provide. Today our customers enjoy the combined purchasing power, logistics and resources of one of the largest nationwide distributors to the food industry. From large pallet deliveries to products for the small & home baker, BAKO caters to all size of customer.

Our multi-temperature distribution fleet allows us to deliver a wide variety of ambient, chilled and frozen products from the same vehicles. We serve an ever-expanding customer base within the food industry which ranges from traditional organisations through to new companies catering for the latest convenience markets.

The Head of Sales will be responsible for developing and executing the company's sales strategy, leading a high-performing sales team, and delivering profitable growth across all customer channels. This is a senior leadership role requiring strong commercial acumen, strategic thinking, and the ability to build long-term customer relationships.

Strategic Leadership

• Develop and implement the company's sales strategy in line with business objectives.
• Identify and pursue new market opportunities, channels, and customer segments.
• Lead annual sales planning, budgeting, and forecasting processes.
• Monitor market trends, competitor activity, and customer needs to inform commercial decisions.
• Revenue Growth & Customer Management
• Deliver agreed sales, margin, and profitability targets.
• Build and maintain strong relationships with key customers, distributors, and strategic partners.
• Negotiate major commercial agreements and customer contracts.
• Drive customer retention, account growth, and new business acquisition.
• Lead, coach, and develop the sales team to achieve outstanding performance.
• Establish clear objectives, KPIs, and performance management processes.
• Foster a culture of accountability, collaboration, and continuous improvement.
• Support succession planning and talent development within the sales function.

Commercial & Cross-Functional Collaboration

• Work closely with Operations, Production, Finance,
• Procurement, and Marketing teams to ensure alignment on business priorities.
• Contribute to pricing strategies, promotional planning, and product development initiatives.
• Ensure customer requirements are effectively communicated throughout the business.

Reporting & Performance Management

• Produce regular sales reports, forecasts, and market analysis for the Management team.
• Track and analyse key performance indicators to drive continuous improvement.
• Manage sales budgets and ensure effective use of resources.

Strategic Leadership

• Develop and implement the company's sales strategy in line with business objectives.
• Identify and pursue new market opportunities, channels, and customer segments.
• Lead annual sales planning, budgeting, and forecasting processes.
• Monitor market trends, competitor activity, and customer needs to inform commercial decisions.
• Revenue Growth & Customer Management
• Deliver agreed sales, margin, and profitability targets.
• Build and maintain strong relationships with key customers, distributors, and strategic partners.
• Negotiate major commercial agreements and customer contracts.
• Drive customer retention, account growth, and new business acquisition.
• Lead, coach, and develop the sales team to achieve outstanding performance.
• Establish clear objectives, KPIs, and performance management processes.
• Foster a culture of accountability, collaboration, and continuous improvement.
• Support succession planning and talent development within the sales function.

Commercial & Cross-Functional Collaboration

• Work closely with Operations, Production, Finance,
• Procurement, and Marketing teams to ensure alignment on business priorities.
• Contribute to pricing strategies, promotional planning, and product development…