Key responsibilities – In market sales representative UK

Location: UK. Preferably London or close by

Markets: Whole of UK

Direct reports: no

Manager: VP sales (based in Copenhagen)



We are looking for an ambitious and eager person to advance the Mikkeller brand in terms of sales in the UK. It is important to have an interest for beer but not necessarily be a beer nerd. An existing network in the UK on- and off trade is imperative.


This person will be responsible for the Mikkeller sales in the market in collaboration with the distributor’s sales reps and be the link between Copenhagen and the UK.


Key responsibilities

1.     Beer sales – Net revenue

·       Collaborate with Distributors sales reps in the market to maximize total sales of Mikkeller

·       Prospecting outlets in on-trade and make contacts. Deliver leads to distributors sales rep

·       Ensure segmentation in the on-trade is followed to the best extent possible

·       Provide information to Mikkeller HQ regarding performance, white spots, opportunities to grow

·       Co visits to outlets together with distributors sales reps, education of outlet staff and ensure Mikkeller visibility in key point of purchases


2.     Beer sales – Gross profit

·       Ensure good portfolio mix and pricing in market to deliver gross profit target

·       Identify white spots in distributor’s portfolio and in the market that can be filled with relevant Mikkeller product(s)


3.     Mikkeller activations

·       Ensure Mikkeller is activated in correct outlets in a way that is consistent with brand credentials/equity

·       Ensure Mikkeller is activated in line with brand guidelines at fairs and festivals


KPI examples

–        Deliver Net revenue target

–        Deliver Gross profit target

–        Deliver xx number of distribution points in On-trade

–        Activate xx outlet with tap take over


Key features

–        Minimum 3 years sales experience

–        University degree (or similar)

–        KPI driven

–        Business acumen

–        Entrepreneurial mindset