End User and New Business Controller

This is what you’ll actually do!

As the End User & New Business Controller, you will lead Finsbury Food Group's growth strategy across the Out of Home sector, driving both customer development and new business acquisition. You will develop a clear long-term growth plan, identify new routes to market and build strong relationships with key operators, industry bodies and stakeholders. Acting as a senior commercial ambassador for Finsbury, you will represent the business externally and champion the Out of Home growth agenda across the organisation. A key part of the role will be managing and developing strategic end-user relationships across sectors including QSR, coffee chains, travel, workplace catering, leisure and hospitality. You will create customer growth plans, increase product penetration within existing accounts and identify opportunities to expand participation across our categories. Working closely with senior decision-makers, you’ll lead strategic customer meetings, negotiations and business reviews while ensuring Finsbury is recognised as a trusted commercial partner and category expert. You will also be responsible for building a strong pipeline of new business opportunities, proactively identifying and securing new customers that support our growth ambitions. Using your market knowledge and industry network, you will develop compelling commercial propositions, negotiate agreements and deliver incremental sales and profit through new customer wins. Leading the End User & New Business function, you will manage and develop the End User & New Business Manager while fostering a culture of accountability, ownership and high performance. You will ensure objectives are aligned to business priorities, support talent development and encourage collaboration across teams. Working closely with the Head of Foodservice, you will help create a high-performing, one-team approach across the wider Out of Home function.

Commercially, you will be accountable for delivering annual sales, volume and profit targets through effective planning, forecasting and budget management. You will use data and financial analysis to support decision-making, monitor market trends and competitor activity, and maximise the return on commercial investments. As a member of the Out of Home leadership team, you will partner with the Head of Foodservice to deliver a joined-up growth strategy, sharing market insight and identifying opportunities to leverage distributor, foodservice and end-user relationships. You will also work closely with Category, Innovation, NPD, Supply Chain and Operations teams to bring customer opportunities to life, influence future product development and support wider Group commercial initiatives that drive sustainable business growth. Ideally this is you!

Essential Experience

• Significant commercial leadership experience within FMCG, food manufacturing or foodservice.
• Proven success managing senior customer relationships.
• Experience working with major foodservice operators, QSR customers or end users.
• Strong track record of delivering substantial sales and profit growth.
• Demonstrable success in winning new business and developing strategic partnerships.
• Experience leading and developing commercial talent.
• Proven success leading strategic customer relationships and interactions at senior level.
• Demonstrable track record of personally winning significant new business.
• An established network of contacts within the Out of Home, QSR or Foodservice sectors.
• A relevant and established network of contacts across the Out of Home market.
• Commercial & Strategic Skills Ability to develop and execute long-term commercial strategies.
• Strong commercial acumen with excellent negotiation skills.
• Highly credible at Board and senior customer level.
• Ability to translate strategic plans into measurable results.
• Strong understanding of customer economics and route-to-market dynamics.
• Excellent forecasting, budgeting and P&L awareness.

Leadership & Personal Attributes

• Inspirational and engaging leader.
• Entrepreneurial mindset with a passion for growth.
• Highly resilient and self-motivated.
• Strong influencing and stakeholder management skills.
• Naturally curious, connected and externally focused.
• Comfortable operating at both strategic and operational levels.
• Able to challenge convention and drive change.

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