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