General Manager, United Kingdom

We\'re looking for a General Manager to lead and scale BERO\'s UK business. This is a commercial leadership role with full P&L ownership—you\'ll be the architect of our UK strategy and the driving force behind its execution. You\'ll build and own relationships across the on-trade (pubs, bars, restaurants, hotels) and off-trade (grocery, convenience, specialty retail), while managing key wholesaler and distributor partnerships. You\'re equally comfortable pitching to a national account buyer as you are pulling pints at a launch event. This role will be on the ELT and reports directly to BERO\'s CEO and will work cross-functionally with operations, marketing, and finance to ensure the UK market thrives. Job typeFull-time Experience10+ years Reports toCEO & Co-founder Key responsibilitiesDevelop and execute the UK go-to-market strategy across on-trade and off-trade channelsBuild, lead, and inspire a high-performing UK sales team as the market scalesOwn key national and regional account relationships—grocery multiples, convenience chains,pub groups, hotel chains, and independent accountsNegotiate and close strategic partnerships that accelerate distribution and brand presenceSet and deliver against ambitious revenue, distribution, and profitability targetsWholesaler & Distributor ManagementIdentify, onboard, and manage relationships with UK wholesalers and distributorsDrive joint business planning, ensuring alignment on volume forecasts, inventory levels, and promotional activityMonitor sell-through performance and course-correct to maximize velocity and minimize out-of-stocksP&L OwnershipOwn the UK P&L with accountability for revenue, margin, trade spend, and operating costsBuild robust forecasting and demand planning processes in partnership with operationsMake data-driven investment decisions across trade marketing, headcount, and market developmentCross-Functional CollaborationPartner with Marketing to localize brand campaigns, drive trial, and build cultural relevance in the UKWork with Operations to ensure supply chain readiness, manage lead times, and optimize logisticsCollaborate with Finance on budgeting, reporting, and commercial analysisProvide market intelligence and consumer insights to inform global product and brand strategyVision & Market DevelopmentDefine the long-term vision for BERO in the UK—where we play, how we win, and what success looks likeIdentify whitespace opportunities and emerging channels (e.g., food service, travel retail, e-commerce)Represent BERO externally as a thought leader in the UK beverage and NA spaceQualifications10+ years in commercial leadership roles within UK beverages (beer, RTD, soft drinks, or spirits preferred)Proven track record building brands and driving distribution in both on-trade and off-trade channelsDeep experience managing wholesaler and distributor relationships (e.g., Matthew Clark, LWC, Bibendum, Booker, national grocery)P&L management experience with a demonstrated ability to deliver profitable growthExperience building and leading teams in scaling or startup environments is a strong plusSkills & AttributesCommercially sharp—you understand margin, mix, and how to turn strategy into salesRelationship builder—your Rolodex is your superpower; you know the buyers, the operators, and the decision-makersEntrepreneurial mindset—comfortable with ambiguity, resourceful, and biased toward actionCross-functional influencer—you can collaborate effectively with marketing, ops, and finance without needing direct authorityInspirational leader—you attract and develop top talent and create a culture of accountability and excellencePassion for the mission—you believe in what BERO stands for and are excited to champion the NA movement #J-18808-Ljbffr Salary: GBP 72000 - 108000 per year Experience: 5 years required