Commercial Manager

Job Overview

Job Description

Role Summary
Waffle Night Ltd is a growing dessert and hospitality business specialising in waffles, desserts, milkshakes, beverages and related food products. Alongside its established retail and takeaway operations, the company is expanding its commercial activities through catering services, mobile waffle and dessert counters, private and corporate events, marketing partnerships and the future development of the Waffle Night brand.
The Commercial Manager will be responsible for managing and developing the commercial activities of the business, with particular responsibility for catering and events growth, marketing coordination, commercial partnerships, revenue development and expansion planning.
Working directly with the Directors, the Commercial Manager will ensure that new commercial opportunities are properly evaluated, developed and coordinated with the operational capacity of the business. The role will also support Waffle Night Ltd in developing a structured and scalable approach to future growth.
Main Duties and Responsibilities
Commercial Strategy and Business Growth
Develop and implement commercial strategies to increase revenue across the company's café, takeaway, catering and live-counter services.
Identify new commercial opportunities within the private events, corporate catering, wedding, festival and hospitality markets.
Research market opportunities, customer demand and competitor activity to support commercial decision-making.
Develop relationships with event organisers, venues, corporate clients, local businesses and other potential commercial partners.
Identify opportunities for repeat business, strategic partnerships and new revenue streams.
Support the Directors in developing the longer-term expansion strategy for the Waffle Night brand, including potential franchise opportunities.
Catering and Events Management
Oversee the commercial management of catering and live-counter enquiries from initial enquiry through to booking and delivery.
Assess client requirements and coordinate the preparation of quotations, packages and commercial proposals.
Maintain relationships with catering and events clients and ensure appropriate follow-up to encourage repeat bookings and referrals.
Coordinate with the operational team to ensure confirmed events can be appropriately staffed, supplied and delivered.
Plan commercial requirements for seasonal and peak trading periods and communicate anticipated staffing and resource requirements to the Directors.
Review the commercial performance and profitability of catering and event activities and recommend improvements where required.
Marketing and Brand Development
Coordinate the company's marketing activities across catering, events, retail and future expansion initiatives.
Develop promotional campaigns to increase awareness of Waffle Night's catering, mobile counter and dessert services.
Coordinate digital marketing, social media promotions, website content and other advertising activities with internal staff and external service providers where appropriate.
Monitor the effectiveness of marketing campaigns and recommend adjustments based on enquiries, bookings, customer engagement and commercial performance.
Ensure that promotional activities maintain consistent Waffle Night branding and accurately represent the company's products and services.
Develop targeted promotional initiatives for seasonal periods, events and new service launches.
Commercial Relationships and Supplier Coordination
Establish and maintain productive relationships with suppliers, venues, event organisers and other commercial partners.
Liaise with suppliers regarding requirements arising from increased catering and event activity.
Review supplier arrangements and identify opportunities to improve commercial terms, reliability and cost efficiency.
Coordinate with the operational team to ensure appropriate stock, equipment and resources are available for planned commercial activities.
Assist the Directors in evaluating potential partnerships and commercial opportunities.
Staffing and Expansion Coordination
Work with the Directors to forecast staffing requirements arising from increased catering, live-counter and seasonal demand.
Coordinate with the Authorising Officer and HR function regarding recruitment requirements generated by business expansion.
Assist with the commercial and operational integration of additional Team Assistants recruited to support increased demand.
Support the development of training requirements and service standards for employees involved in catering and live-counter activities.
Ensure expansion plans remain commercially viable and can be supported by appropriate staffing and operational resources.
Commercial Performance and Reporting
Monitor sales, enquiries, bookings, customer conversion and other relevant commercial performance indicators.
Prepare regular commercial performance reports for the Directors.
Monitor revenue generated from catering, events and promotional activities against agreed targets.
Analyse the financial performance of commercial initiatives and identify opportunities to improve margins and profitability.
Maintain accurate records of commercial enquiries, proposals, bookings, partnerships and ongoing business opportunities.
Provide the Directors with recommendations regarding pricing, promotions, expansion opportunities and commercial priorities.
Skills, Experience and Qualifications
The successful candidate will be expected to demonstrate:
Relevant experience in commercial management, business development, marketing, sales or a related commercial function.
Strong commercial awareness and the ability to identify and develop new revenue opportunities.
Experience in developing and maintaining relationships with customers, suppliers and commercial partners.
Good understanding of marketing, promotional campaigns and customer acquisition.
Strong organisational and project coordination skills.
Ability to analyse commercial performance and prepare reports for senior management.
Strong communication, negotiation and interpersonal skills.
Ability to manage multiple commercial projects and priorities simultaneously.
Good understanding of budgeting, pricing and commercial decision-making.
Experience within hospitality, catering, food service, retail or events would be advantageous.
Relevant degree-level education or equivalent professional experience appropriate to the responsibilities of the position.