Route to Market & Wholesale Controller
Shape the strategy, channels, and partnerships that define how Flora wins across wholesale, cash & carry, and foodservice.
Position: Route to Market & Wholesale Controller
Location: Southwark, London, Hybrid
About the position
As our Route to Market & Wholesale Controller, you will lead the strategy for wholesale, cash & carry, and foodservice — three of our most important growth channels. You’ll partner with senior leaders and guide a team to deliver strong commercial performance.
You’ll sit at the heart of our UK commercial transformation, owning the Route to Market & Wholesale agenda and driving performance across all key channels. You’ll lead annual planning, JBPs, and forecasting, while getting deep into pricing, margin, promotional ROI, and customer P&Ls to turn insight into action.
This is a hands‑on, high‑impact role for someone who loves commercial detail, brings strong FMCG and foodservice experience, and can influence and lead at pace.
Key responsibilities include:
Route to Market & Wholesale Leadership
- Own and lead the UK Route to Market & Wholesale strategy.
- Manage and develop a team of commercial professionals.
- Lead annual planning, forecasting, JBPs, and performance management across wholesale, cash & carry, and foodservice.
Commercial Performance & Insight
- Analyse margin, pricing, promotional ROI, customer P&Ls, and channel performance.
- Identify growth opportunities and build compelling commercial plans to unlock them.
- Deliver evidence based recommendations that drive profitable growth.
Customer & Channel Expertise
- Proven leadership across wholesale (regional wholesalers and buying groups).
- Strong experience in foodservice RTM, including Brakes and Bidfood.
- Build strong relationships and influence stakeholders at all levels.
Organisational Change & Ways of Working
- Drive new ways of working across the commercial function.
- Champion commercial discipline, operational excellence, and continuous improvement.
- Lead with a hands on, solutions focused mindset that inspires your team.
What Does It Take to Be Successful?
You’re a commercially sharp FMCG leader with proven experience across wholesale, cash & carry, and foodservice. You know how these channels work, what drives value, and how to build strong, profitable partnerships — including with major distributors like Brakes and Bidfood. You’re confident in the numbers, strong in negotiation, and able to lead teams and influence at pace.
- Strong FMCG experience — ideally in branded food
- Foodservice experience is essential
- Proven success in wholesale, regional wholesalers, buying groups, and RTM (Brakes, Bidfood)
- Exceptional commercial acumen with the ability to analyse P&Ls, pricing, and promotional performance
- A hands on, data driven approach with the confidence to challenge and influence
- Experience leading and developing high performing teams
- A collaborative, can do mindset with the ability to deliver at pace
What’s Next?
If you’re ready to shape how Flora Food Group wins across wholesale, cash & carry, and foodservice, we’d love to hear from you.
Application Deadline: 12th April 2026.
For questions, you can reach out to Richard Hodgson, Talent Acquisition, via WhatsApp at +44(0)7884 603 724 or email at richard.hodgson@florafg.com.
🌱 Join us at Flora Food Group, where we are pioneering the next generation of delicious, natural, nutritious food.
We understand your resume might not be up to date and recommend that you apply with what you have or your LinkedIn Profile. Flora Food Group is dedicated to building an inclusive and diverse workplace, we understand that you might not meet all the requirements stated in the description, but we encourage you to apply anyway. You might be the right candidate for this role or other roles.
Flora Food Group is an employer committed to diversity and inclusion in the workplace and equal opportunities for all. We recruit based only on values, qualifications, performance, skills, behaviours, experience, and knowledge. We ensure job advertisements are free from unintentional bias.
No personal characteristics should be a barrier to joining Flora Food Group. We prohibit discrimination and harassment based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or other personal characteristics.