Commercial Sales Manager – Garden Tools

Type: Full-Time, Permanent

We are one of the UK's leading importers and distributors of premium outdoor, garden, leisure and consumer products. As we continue to grow our Outdoor Division, we are looking for an experienced and commercially astute Commercial Sales Manager to lead our UK sales function and help shape the future direction of the business.

The Role

Reporting to the Head of Outdoor and leading a team of six, including the Field Sales Manager and National and Key Account Managers, this is a senior, strategic role with responsibility for developing and delivering the UK sales strategy across the DIY, hardware, garden, giftware and leisure sectors. You will shape and strengthen trading relationships with major national retailers, lead pricing and promotional negotiations, identify new commercial opportunities, and drive sustainable, profitable growth.

Combining strategic vision with strong commercial leadership, you will play a pivotal role in building the omnichannel foundations for long-term market share growth while leading a high-performing sales team to deliver ambitious business objectives.

Key Responsibilities

• Develop and deliver the UK sales strategy aligned to business objectives.
• Lead, motivate and develop a team of National and Key Account Managers.
• Build and strengthen relationships with major UK retailers and buying groups.
• Negotiate commercial agreements, pricing and promotional activity.
• Develop joint business plans with strategic customers.
• Identify new market opportunities, channels and routes to market.
• Drive sales, profitability and market share growth.
• Support ecommerce and omnichannel growth initiatives.
• Monitor market trends, competitor activity and customer developments.
• Provide commercial insight and recommendations to senior leadership.

About You

We're looking for a commercially driven leader who combines strategic thinking with excellent relationship-building skills.

You will ideally have:

• Significant sales leadership experience within UK retail.
• Experience managing major national retail accounts.
• A proven track record of delivering sustainable sales growth.
• Strong commercial negotiation and influencing skills.
• Experience working within DIY, garden, hardware, leisure, home or related consumer product sectors.
• Strong understanding of retail buying structures and category management.
• Experience leading and developing high-performing sales teams.
• Excellent communication, planning and stakeholder management skills.
• A full UK driving licence.

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