International Sales Manager, Peaty’s

Location: Home-based (UK)

Salary: Dependent on experience

Tired of being an unappreciated cog in the corporate machine? Well, come and join us at Peaty’s and help us build something special. A rider-owned business with a work hard, play hard culture to the core, Peaty’s are growing at a fast pace and now needs an experienced International Sales Manager to help take us to the next level.  

The Role

The International Sales Manager will be responsible for managing, developing and growing Peaty’s international distributor business, alongside developing new distribution and OEM opportunities.

We’re looking for someone who can build excellent relationships while also being commercially demanding, analytical and strategic.  You’ll be expected to understand what is happening within each market, identify where the opportunities and problems are, agree clear plans with our distributors and hold both them and ourselves accountable for delivering them.  You’ll have considerable autonomy and will be trusted to take ownership of the channel.

Key Responsibilities

Distributor Management & Growth

• Take day-to-day ownership of Peaty’s international distributor network.
• Build strong relationships with distributor owners, sales teams, buyers and marketing teams.
• Develop annual commercial plans and revenue targets for key markets.
• Conduct regular business reviews with distributors and hold partners accountable for agreed actions and performance.
• Identify opportunities to increase sales through range expansion, dealer penetration, improved stock availability, pricing, promotions and marketing activity.
• Analyse distributor sell-in, sell-through, stock holding, product mix and market performance.
• Identify underperforming markets, understand the reasons for underperformance and implement clear improvement plans.
• Make recommendations where distributor relationships need to be changed or replaced.

Commercial Planning

• Build and maintain annual international sales budgets and forecasts.
• Monitor performance against budget and prior year, identifying risks and opportunities early.
• Segment and prioritise markets according to their size, growth potential and strategic importance.
• Work with the Commercial Director to develop the wider international sales strategy.
• Provide regular reporting and clear commercial insight rather than simply reporting numbers.
• Maintain accurate distributor forecasts to support purchasing and inventory planning.

New Business Development

• Identify and develop new distributor opportunities in markets where Peaty’s is underrepresented.
• Identify potential OEM and bike brand opportunities.
• Assess potential partners based on commercial capability, dealer reach, brand fit and growth potential.
• Negotiate commercial terms and support the onboarding of new partners.

Product Launches

• Work closely with Product, Marketing and Operations to maximise international sales from new product launches.
• Secure distributor forecasts and pre-orders ahead of launches.
• Ensure distributors range the appropriate products and have the necessary sales and marketing materials.
• Gather structured market and distributor feedback to support future product and commercial decisions.

International Market Development

• Regularly visit priority distributors and markets.
• Attend key international trade shows, events and customer meetings.
• Develop a strong understanding of local market conditions, competitors, pricing and opportunities.
• Ensure international travel is commercially focused and delivers a clear return on time and investment.

About You

We’re looking for someone with strong commercial experience, ideally within the cycling industry or a related international consumer products business.

You’ll need to be:

• An excellent relationship builder who is comfortable dealing with different cultures and personalities.
• Commercially driven and comfortable challenging customers when necessary.
• Analytical and confident working with sales, margin, stock and forecasting data.
• Able to turn data into clear commercial actions.
• Strategic enough to identify where the biggest opportunities lie, but practical enough to execute against them.
• Highly organised and able to manage a large number of international accounts.
• Comfortable working autonomously and taking ownership of decisions.
• An effective negotiator.
• Comfortable presenting and communicating at senior level.
• Willing and able to travel internationally on a regular basis.

Experience

Ideally, you’ll have:

• Significant B2B sales or account management experience.
• Experience managing international distributors or major wholesale accounts.
• A strong understanding of the cycling industry and international bike market.
• Experience managing sales budgets, forecasts and commercial targets.
• A track record of delivering growth within existing accounts.
• Experience identifying and developing new business opportunities.
• Existing international cycling industry relationships would be a significant advantage.

What We’re Looking For

Above everything else, we’re looking for someone who will take ownership. Peaty’s already has an established international distributor network and strong relationships across many markets.   We want someone who can look at a market and ask:

Where are we now? Where should we be? What’s stopping us from getting there? And what are we going to do about it?

If that’s how you naturally approach sales and account management, this could be a great fit.

Deadline: 9 September

Please send a covering letter and CV to martin@peatys.co.uk