Sales Director (Retail)

Location: Watford, Hertfordshire

Contract: About us: Wenzel’s the Bakers is a family-founded business that has been serving local communities with quality baked goods since 1975. At Wenzel’s, our ethos centres around community, quality, and innovation. We take pride in fostering a supportive workplace culture where every team member can thrive. We’re committed to providing excellent products, exceptional service, and an environment where employees feel valued and empowered.
About the Role: Wenzel’s is seeking a Fractional Sales Director with extensive experience in the Quick Service Restaurant (QSR) industry to lead the operational transformation of our sales team. This role is focused on improving day-to-day sales execution, embedding a data-led approach, and enhancing team performance through better processes, tools, and training.
The ideal candidate will take full ownership of optimising workflows, improving team efficiency, and ensuring seamless integration of sales data into daily decision-making.
Sales Process Improvement : Streamline and improve daily sales operations, ensuring a structured, data-led approach is embedded into the team’s workflow.
# Data-Driven Execution : Implement practical tools and reporting structures to help the sales team track, measure, and improve performance in real time.
# Team Development & Coaching : Work closely with sales teams to improve on-the-ground execution, customer interactions, and digital sales performance.
# Delivery Platform Management : Oversee and enhance Uber Eats, Deliveroo, Just Eat, and Too Good To Go performance, optimising menu management, pricing, and promotional effectiveness.
# In-Store Sales Support : Ensure store teams are aligned with digital sales initiatives, helping them understand how their actions affect online performance.
# Work closely with marketing, operations, and finance to improve communication between departments, ensuring sales initiatives are well executed.
# KPI Monitoring & Reporting : Regularly track sales, conversion rates, delivery platform performance, and customer insights, using data to drive improvements.
# Enhance CRM usage, sales dashboards, and reporting tools to provide real-time insights for the sales team.
# Identify operational bottlenecks, implement immediate improvements, and create a sustainable structure for increased sales performance.

Extensive experience in a sales or operational leadership role within the QSR or hospitality sector.
# Experience managing third-party delivery platforms and digital sales channels.
# A practical, hands-on approach to coaching and developing sales teams.
# Strong understanding of KPIs, sales reporting tools, and data-driven decision-making.
# Ability to work cross-functionally to ensure seamless execution of sales processes.
# Experience in optimising pricing, promotions, and customer retention tactics.
# Free lunch on the days you work
#50% staff discount in-store
# Enrolment into the company pension scheme.
# Individual private healthcare insurance
# An additional holiday day on or around your birthday.
# Unlimited 100% Arabica fresh ground coffee, tea, or other hot drinks.

If you have a proven track record in QSR sales operations, a passion for driving efficiency, and the ability to embed best practices into a team, we’d love to hear from you!
Wenzel’s The Bakers is an equal opportunities employer and positively encourages applications from suitably qualified and eligible candidates regardless of sex, race, disability, age, sexual orientation, transgender status, religion or belief, marital status, or pregnancy and maternity. Apply