National FoodService & Bakery Sales Manager
Well & Good is a gluten-free food manufacturer based in Noble Park, Victoria, serving bakery and foodservice customers nationally. As the National Foodservice & Bakery Sales Manager, you will own foodservice sales and marketing nationally. This role requires someone who genuinely loves baking: you will speak the language of bakers, give practical technical advice, roll up your sleeves to troubleshoot on the bakery floor, and think strategically about accounts, budgets, forecasts and growth. Substantial bakery-industry experience is essential to this role.
Key responsibilities
Develop and execute the national foodservice sales plan, winning new customers and growing existing bakery and distributor accounts against agreed sales and margin targets
Grow and manage national foodservice sales, building distribution and new-line ranging with bakers, foodservice distributors, buying groups and end-user accounts
Manage key accounts end to end, including trading terms, negotiations, promotional programs and the pursuit of preferred-supplier status
Provide hands‑on product advice, run trials and demonstrations, and solve problems alongside the technical team
Bring customer feedback and market intelligence into new product development, working with the product development team
Plan promotional and trade activity, manage trade spend against budget, and evaluate effectiveness and return on investment.
Plan, manage, set‑up and report on Food Service trade shows in partnership with other sales and marketing team members.
Maintain account plans, follow up, forecast accurately and keep claims and reconciliations under control
Report sales versus budget, ranging, pipeline and trends twice monthly, and prepare and present the annual business review
Provide two‑weekly customer contact plan. Report on previous two week customer contacts.
Work closely with the Managing Director, technical, marketing, administration and accounts teams to deliver on cost and service commitments
Prepare and negotiate annual budgets; manage the foodservice departmental budget and be accountable for its EBITDA performance
About you
Substantial bakery-industry experience and strong technical product knowledge
A genuine love of baking and the bakery industry
Proven sales or account‑management success in foodservice or bakery channels
Strategic thinking paired with practical follow‑through; organised and detail‑focused
Comfortable with business systems and spreadsheets; digitally confident and quick to pick up new tools
Clear, confident reporting and communication, from senior management presentations to bakery‑floor conversations
Personable, friendly and real; a team player who builds trust with customers and colleagues
Knowledge of the gluten‑free industry and its unique challenges (highly regarded)
Hands‑on baking skills and practical baking knowledge (highly regarded)
Experience working with national distributors and buying groups (highly regarded)
About us
Well & Good is a gluten-free food manufacturer based in Noble Park, Victoria, serving bakery and foodservice customers nationally.
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