National Sales Manager - Catering equipment, refrigeration

National Sales Manager - Catering equipment, Refrigeration

£40,000 - £45,000 per annum + car/allowance & bonus

A well-established catering equipment business is launching an exciting new refrigeration brand into the UK market and is seeking an experienced National Sales Manager to lead its commercial growth.

This is a high-impact, hands‑on role focused on new business development, with particular emphasis on building and expanding relationships across the UK dealer network.

• Lead the UK launch and growth strategy for a new refrigeration brand
• Drive new business acquisition through catering equipment dealers and distributors
• Identify, target, and onboard new dealer partners nationwide
• Develop pricing, promotions, and sales strategies to support market penetration
• Work closely with internal teams (marketing, logistics, aftersales) to ensure a successful brand rollout
• Represent the brand at trade shows, dealer events, and industry meetings
• Provide accurate sales forecasting and market feedback to senior leadership

• Proven experience as a National or Regional Sales Manager within commercial catering equipment or refrigeration
• Strong existing relationships within the UK dealer network
• Track record of launching or growing brands/products in a competitive market
• Commercially astute, entrepreneurial, and comfortable operating autonomously
• Excellent negotiation, presentation, and communication skills
• Willingness to travel extensively across the UK

This role would suit a driven sales leader who thrives on building something new and wants to make a visible impact in the UK catering equipment market.

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