Bero Brewing Company
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 type Full-time Experience 10+ years Reports to CEO & Co-founder Key responsibilities Develop and execute the UK go-to-market strategy across on-trade and off-trade channels Build, lead, and inspire a high-performing UK sales team as the market scales Own key national and regional account relationships-grocery multiples, convenience chains,pub groups, hotel chains, and independent accounts Negotiate and close strategic partnerships that accelerate distribution and brand presence Set and deliver against ambitious revenue, distribution, and profitability targets Wholesaler & Distributor Management Identify, onboard, and manage relationships with UK wholesalers and distributors Drive joint business planning, ensuring alignment on volume forecasts, inventory levels, and promotional activity Monitor sell-through performance and course-correct to maximize velocity and minimize out-of-stocks P&L Ownership Own the UK P&L with accountability for revenue, margin, trade spend, and operating costs Build robust forecasting and demand planning processes in partnership with operations Make data-driven investment decisions across trade marketing, headcount, and market development Cross-Functional Collaboration Partner with Marketing to localize brand campaigns, drive trial, and build cultural relevance in the UK Work with Operations to ensure supply chain readiness, manage lead times, and optimize logistics Collaborate with Finance on budgeting, reporting, and commercial analysis Provide market intelligence and consumer insights to inform global product and brand strategy Vision & Market Development Define the long-term vision for BERO in the UK-where we play, how we win, and what success looks like Identify 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 space Qualifications 10+ 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 channels Deep 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 growth Experience building and leading teams in scaling or startup environments is a strong plus Skills & Attributes Commercially sharp-you understand margin, mix, and how to turn strategy into sales Relationship builder-your Rolodex is your superpower; you know the buyers, the operators, and the decision-makers Entrepreneurial mindset-comfortable with ambiguity, resourceful, and biased toward action Cross-functional influencer-you can collaborate effectively with marketing, ops, and finance without needing direct authority Inspirational leader-you attract and develop top talent and create a culture of accountability and excellence Passion for the mission-you believe in what BERO stands for and are excited to champion the NA movement
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 type Full-time Experience 10+ years Reports to CEO & Co-founder Key responsibilities Develop and execute the UK go-to-market strategy across on-trade and off-trade channels Build, lead, and inspire a high-performing UK sales team as the market scales Own key national and regional account relationships-grocery multiples, convenience chains,pub groups, hotel chains, and independent accounts Negotiate and close strategic partnerships that accelerate distribution and brand presence Set and deliver against ambitious revenue, distribution, and profitability targets Wholesaler & Distributor Management Identify, onboard, and manage relationships with UK wholesalers and distributors Drive joint business planning, ensuring alignment on volume forecasts, inventory levels, and promotional activity Monitor sell-through performance and course-correct to maximize velocity and minimize out-of-stocks P&L Ownership Own the UK P&L with accountability for revenue, margin, trade spend, and operating costs Build robust forecasting and demand planning processes in partnership with operations Make data-driven investment decisions across trade marketing, headcount, and market development Cross-Functional Collaboration Partner with Marketing to localize brand campaigns, drive trial, and build cultural relevance in the UK Work with Operations to ensure supply chain readiness, manage lead times, and optimize logistics Collaborate with Finance on budgeting, reporting, and commercial analysis Provide market intelligence and consumer insights to inform global product and brand strategy Vision & Market Development Define the long-term vision for BERO in the UK-where we play, how we win, and what success looks like Identify 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 space Qualifications 10+ 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 channels Deep 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 growth Experience building and leading teams in scaling or startup environments is a strong plus Skills & Attributes Commercially sharp-you understand margin, mix, and how to turn strategy into sales Relationship builder-your Rolodex is your superpower; you know the buyers, the operators, and the decision-makers Entrepreneurial mindset-comfortable with ambiguity, resourceful, and biased toward action Cross-functional influencer-you can collaborate effectively with marketing, ops, and finance without needing direct authority Inspirational leader-you attract and develop top talent and create a culture of accountability and excellence Passion for the mission-you believe in what BERO stands for and are excited to champion the NA movement