Commercial & Sales Planning Manager

Potter and Moore Plc is a UK-based beauty and wellbeing brand owner and manufacturer listed on the AIM market, combining brand ownership with large-scale manufacturing expertise. The company operates two manufacturing sites in Peterborough and Tiverton, employs roughly 380 people, and produces more than 44 million units each year across personal care, haircare, skincare, and baby care categories.

The group generates revenue through two primary channels: its portfolio of owned brands, including Emma Hardie, Feather & Down, The Curl Company, and Balance Active Formula, alongside private label manufacturing for leading retail partners. Complementing these core activities, Potter and Moore also provide selected contract manufacturing services. Through this diversified model, the business supplies major retailers and premium beauty brands across both UK and International markets.

We are seeking a commercially focused and highly organised Commercial & Sales Planning Manager to join our UK Branded Sales team. Acting as Commercial Deputy to the Head of UK Branded Sales, you will play a critical role in translating commercial strategy into clear plans, driving execution across the business, and ensuring delivery against key sales objectives.

This is a unique opportunity for an ambitious commercial professional who enjoys working at the heart of a business, combining sales planning, forecasting, analysis and stakeholder management to drive performance. You will gain exposure to senior commercial decision-making, customer growth strategies, retailer performance, and cross-functional leadership, while helping to shape the future growth of our branded business.

If you are analytically minded, commercially curious, and enjoy bringing structure, accountability and momentum to commercial activity, we would love to hear from you.

• Support development and delivery of the UK Branded Sales growth plan.
• Translate strategic priorities into actionable sales objectives and measurable execution plans.
• Maintain sales planning frameworks, action logs and progress trackers.
• Coordinate monthly sales reviews and performance meetings.
• Monitor progress against customer plans and strategic initiatives.
• Identify risks and opportunities affecting sales delivery and elevate where appropriate.
• Ensure agreed actions are completed on time and to the required standard.

• Develop and maintain sales performance dashboards, trackers and reports.
• Analyse customer performance, rate of sale, promotional performance and profitability indicators.
• Monitor achievement against budget, forecast and KPI targets.
• Provide insight and recommendations to improve commercial performance.
• Support customer business reviews, growth planning initiatives and range review preparation.
• Track promotional effectiveness and support return-on-investment evaluation.

• Coordinate monthly sales forecasting inputs and ensure alignment to customer plans.
• Work closely with Demand Planning and Supply Chain colleagues to improve forecast quality.
• Identify potential stock, supply or service risks and elevate promptly.
• Challenge assumptions and ensure forecasts reflect agreed commercial plans.

• Support Account Managers in delivering customer growth plans and agreed commercial actions.
• Monitor account activity to ensure alignment with UK Branded Sales objectives.
• Track actions arising from customer meetings, trading reviews and internal performance sessions.
• Support preparation of joint business planning materials, customer presentations and retailer updates.
• Provide commercial analysis and recommendations to support decision-making.
• Elevate risks where delivery against agreed plans is falling behind.
• Support the Head of UK Branded Sales with Discount channel planning, preparation, analysis and execution follow-up.
• Analyse customer, category and SKU performance to support growth opportunities.
• Prepare retailer presentations, commercial proposals and internal briefing materials.
• Track listing opportunities, implementation requirements and internal actions.

• Act as a key point of coordination between Sales, Brand Marketing, Finance, Demand Planning, Supply Chain and Customer Service.
• Track project delivery and hold stakeholders accountable for agreed actions.
• Manage timelines, follow-ups and escalation points across commercial initiatives.
• Support successful implementation of launches, promotions, customer activity and sales priorities.

• Commercially astute with strong analytical and problem-solving skills.
• Highly organised and capable of managing multiple priorities simultaneously.
• Confident working with data and translating insights into actions.
• Strong communicator with the ability to influence stakeholders across all levels of the organisation.
• Proactive, driven and comfortable challenging constructively when required.
• Detail-oriented with a focus on…