Regional Sales Manager - In-Store Bakery

Regional Sales Manager – South‑East – In‑store Bakery

The Regional Sales Manager - South-East is responsible for driving sales growth and strengthening customer relationships across an assigned territory. The role partners with regional grocery chains, independent supermarkets, and retail bakery customers to ensure bakery products are effectively represented in-store, delivering exceptional merchandising standards, product availability, and sales performance.

• Develop and maintain strong relationships with regional grocery retailers, independent supermarkets, and other retail bakery customers across the South-East territory.
• Visit customer locations regularly to support in-store execution, merchandising, and promotional activities.
• Identify opportunities to grow sales through product placement, seasonal displays, promotional initiatives, and category development.
• Monitor inventory levels and collaborate with customers to improve stock availability while reducing waste.
• Analyse sales performance and implement action plans to achieve regional sales targets.
• Introduce new bakery products and promotional programmes, ensuring successful implementation within customer stores.
• Work closely with production, logistics, customer service, and marketing teams to deliver excellent customer support.
• Provide product knowledge and merchandising guidance to store teams where required.
• Monitor competitor activity, pricing, and market trends, providing regular feedback to support commercial strategy.
• Maintain accurate customer records, sales reports, visit schedules, and account plans.
• Represent the business professionally at customer meetings, trade events, and regional promotions.

• Previous experience in field sales, account management, food manufacturing, bakery, grocery retail, or consumer packaged goods (CPG).
• Proven ability to build long‑term customer relationships and grow regional accounts.
• Strong commercial awareness with an understanding of retail sales and merchandising.
• Excellent communication, negotiation, and organisational skills.
• Self‑motivated with the ability to manage a territory independently.
• Proficient in Microsoft Office and CRM or sales reporting systems.
• Valid driver’s licence with the flexibility to travel extensively throughout the South‑East region.

• Experience working with regional grocery retailers, supermarket bakery departments, or independent retail food businesses.
• Knowledge of fresh bakery products, category management, and in‑store merchandising.
• Demonstrated success in delivering sales growth through customer partnership and effective territory management.
• A proactive, customer‑focused approach with the ability to identify opportunities and deliver commercial solutions.