Senior Commercial Manager – Ethnic Channel

Job Purpose:

The Senior Commercial Manager - Ethnic Channel, will play a pivotal role in driving revenue growth and market success for our brands. With a focus on innovation and customer-centric strategies, the incumbent will lead the development and execution of commercial plans, fostering strong relationships both internally and with customers. This role demands an entrepreneurial attitude, innovative thinking, and a commitment to delivering results.

Responsibilities:

• Develop and execute the commercial strategy for Veetee’s branded portfolio across the ethnic channel.

• Manage customer relationships with wholesalers, independent retailers, and ethnic cash & carry businesses.

• Lead price negotiations, trade terms, promotional calendars, and in-store execution planning.

• Drive listings and range expansion across ethnic customers, ensuring strong visibility and availability.

• Monitor sales performance and competitor activity; recommend corrective actions based on data and insights.

• Collaborate with marketing, supply chain, and NPD teams to align offers with ethnic shopper needs.

• Provide commercial input to packaging, innovation, and pricing strategies suited to the ethnic trade.

• Maintain accurate forecasts and work closely with factory teams to ensure service levels and product flow.

• Act as the voice of the ethnic customer within the organisation and champion best-in-class delivery.

• Any other reasonable duties, responsibilities or requests that may be issued by management from time to time.

Skills, Knowledge and Experience:

• Previous experience managing major retailers/multiples within the FMCG at a senior level in ethnic retail or wholesale. Experience working with ethnic wholesalers, cash & carry operators or importers would be desirable.

• Proven success in driving branded growth in multi-cultural consumer segments.

• Experience of growing private label commodity business in a high pace environment.

• Proven track record of working to KPI’s and achieving targets.

• Bachelor's degree in Business, Marketing, or a related field..

• Strong commercial and financial acumen.

• Comfortable with detailed execution, including price submissions, contract follow-ups, and critical path tracking.

• Excellent Excel and presentation skills.

• Proven negotiation and problem-solving skills.

• Pro-active starter and finisher.

• Be willing and able to undertake regular national travel as required to manage the customer relationship.

• Full, clean driving licence.

• Must be enthusiastic, resilient, tenacious, and persuasive with excellent communication skills and a strong customer focus.

• Responds positively to changing business priorities and is resilient.

• Brings a creative and innovative mindset to problem-solving and decision-making.

Benefits:

• Health care cash plan.

• Car Allowance.

• Cycle to Work Scheme.

• EV Scheme.

• Company Pension and Life Insurance.

• Free onsite parking.

• Referral Programme.

• Long Service Awards.

• Store discount.

How to Apply:

• To apply for this role, please send an up-to-date version of your CV to recruitment@veetee.com