Job Description:

Commercial Director – Functional Drinks

Up to £150,000 DOE + Bonus & Package

Home Based with ideal candidate locations: London and Manchester

Rare opportunity to join a well-funded, early-stage functional drinks business ahead of its UK launch and take ownership of building the commercial operation from the ground up.

With the product developed, tested and launch planned for Q1 2027, the business is now looking for an exceptional Commercial Director to define the UK go-to-market strategy, secure initial distribution and build the commercial team as the brand scales.

This isn't an opportunity to inherit a ready-made customer base. You'll be the person who builds it.

The Role

• Own and execute the UK commercial and go-to-market strategy from launch.
• Lead initial expansion across Convenience, Forecourt, Travel and premium Impulse, before developing into wider channels.
• Personally open doors, build senior buyer relationships and secure significant new distribution.
• Use your understanding of retailer buying cycles to build the right customer pipeline ahead of launch.
• Shape pricing, customer propositions, channel prioritisation and longer-term commercial strategy.
• Build the commercial team during Year 1, adding resource as distribution and customer requirements develop.
• Remain focused on strategy, new business and senior negotiations as day-to-day account management moves into the wider team.

About You

We're looking for a builder, not simply a manager of established accounts.

You'll ideally bring:

• Senior commercial experience within Drinks or closely aligned FMCG, with strong exposure to Convenience, Forecourt, Impulse and/or Wholesale.
• A demonstrable track record of personally winning new customers and building distribution.
• Experience launching or scaling a challenger brand, new proposition or early-stage business.
• Strong relationships across relevant UK retailers and a detailed understanding of how and when they buy.
• The ability to operate without a large corporate infrastructure around you – comfortable moving between commercial strategy and hands-on execution.
• The credibility and autonomy to work closely with a founder while building a commercial function around you.

Challenger, SME and scale-up experience is essential, with candidates being confident in demonstrating what they personally built, launched or changed.

Why Join?

This is an opportunity to get involved before the first major listings are secured.

The foundations are in place: a well-funded business, a developed and tested functional drinks portfolio and significant ambitions for UK and international growth.

What isn't already built is the commercial machine.

You'll have the mandate to decide where the brand goes first, which customers matter, how distribution is built and what the future sales organisation looks like.

Location is flexible across England, with London or Manchester particularly well suited. Significant national customer travel should be expected.

If you've built brands rather than simply inherited them – and fancy doing it again with considerably more ownership – we'd love to hear from you.

The Advocate Group is a leading search and selection business providing top talent to the consumer products sector. If you’re interested in finding out more about our available opportunities or how we can help you further your career, then please contact us today.  

Drop me a message or apply directly to find out more.