Area Sales Manager

Area Sales Manager
Homefire Group
South East England
£35,000-£45,000 DOE + Bonus + Company Car + Benefits

Are you a driven salesperson looking for an opportunity to take ownership of an established and lucrative territory?

MorePeople is working exclusively with Homefire Group to recruit an Area Sales Manager covering London and the South East. The business is open-minded about your background and level of experience; what matters most is your character, ambition, work ethic and ability to build lasting customer relationships.

This could suit an experienced Area Sales Manager or someone in the earlier stages of their sales career who is ready to step up and take on greater commercial responsibility.

The Business

Homefire Group is one of the UK's leading fuel merchants, with a heritage stretching back to the establishment of Charringtons in 1731. Today, the business employs approximately 450 people and supplies customers throughout England, Scotland and Wales.

Its portfolio includes established and trusted brands such as Homefire and Phurnacite, alongside high-demand kiln-dried logs, kindling and restaurant-grade charcoal. The range also includes innovative products such as Ecoal, which blends traditional fuel with renewable materials, including crushed olive stones, to provide a cleaner-burning alternative that meets modern clean-air requirements.

Homefire's nationwide network of distribution depots gives its sales team the confidence of a reliable supply chain and strong product availability. This established infrastructure, combined with considerable consumer recognition and trust, provides Area Sales Managers with a compelling proposition when developing existing customers and approaching new accounts.

The business supplies garden centres, farm shops, agricultural merchants, garage forecourts, DIY retailers and builders' merchants. It also works with major national accounts and operates a growing direct-to-consumer channel.

The Job

Reporting to the Commercial Sales Manager, you will take commercial ownership of an established territory covering Greater London and the surrounding areas, broadly stretching from Southampton up to Luton, and across to Chelmsford.

The area includes approximately 450 customer accounts and represents a substantial revenue opportunity for the business.

You will be responsible for:

• Managing and developing an established portfolio of independent customers
• Building strong relationships with garden centres, farm shops, agricultural merchants, forecourts, DIY retailers and builders' merchants
• Identifying opportunities to increase sales and customer spend across the existing account base
• Winning new customers and reactivating dormant accounts
• Taking accountability for the overall sales and commercial performance of the territory
• Managing pricing, margins, rebates and customer agreements
• Monitoring account activity and ensuring customers trade consistently
• Planning your diary and territory effectively to maximise customer contact
• Providing accurate forecasts, updates and commercial insight
• Working closely with the wider Area Sales, National Account and Key Account teams
• Representing Homefire Group professionally throughout the South East

This is a field-based role involving regular travel across the territory, with occasional overnight stays where required.

The Candidate

Homefire Group is looking for someone with the personality, drive and resilience to make the territory their own.

Your attitude and approach are more important than having ten years of industry experience. You could already be managing a field sales territory, or you may be in your second sales role and looking for an employer that will invest in your development.

You will ideally demonstrate:

• Experience in a sales, account management or business development role
• A proactive approach and a strong personal work ethic
• The confidence to build relationships with business owners, buyers and other decision-makers
• The ability to spot opportunities and convert them into profitable sales
• Good commercial awareness, including an understanding of pricing and margin
• Strong organisation and territory-management skills
• Accountability for your own performance and results
• A personable, engaging and down-to-earth communication style
• The resilience to work independently and remain motivated in a field-based role
• A genuine desire to learn, develop and progress your career

Experience selling into garden centres, farm shops, agricultural merchants, forecourts, DIY retailers or builders' merchants would be advantageous but is not essential.

The Package

• Basic salary of £35,000-£45,000, depending on experience
• Performance-related annual bonus potential of up to 40% of salary
• Quarterly performance incentives
• Company car
• Healthcare plan
• Structured sales training and ongoing mentorship
• Genuine opportunities for progression

This vacancy is being managed exclusively by MorePeople in partnership with Homefire Group.

If you are looking for a field sales role where your character, ambition and potential will be valued as highly as your experience, please apply or contact Brian McGeachy at MorePeople for a confidential conversation.

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