ABOUT THE AF GROUP:

The AF Group is the UK’s largest agricultural procurement cooperative, supporting approximately 3,000 farming and rural businesses by securing cost-effective procurement solutions, market insights, and trusted service delivery. As a member-owned organisation, we exist to help our Members “buy better, together.”

SKILLS

Essential:

• Sales driven strategic thinker
• Growth mindset
• Uses data to make decisions
• Experience in leading, motivating and developing teams
• Ability to work cross-functionally and think ‘outside of the box’

Desirable:

• Procurement knowledge and experience

EXPERIENCE

Essential:

• Proven senior commercial leadership experience
• Track record of driving sales and growth, and customer retention
• Strategic leader with an accomplished background in sales

Desirable:

• Agri-business background
• Experience of Membership based organisations

KEY RESPONSIBILITIES:

• Develop and execute AF’s commercial strategy
• Lead and grow income through both our sales and procurement teams identifying new revenue opportunities
• Drive a sales mentality within the commercial teams, reinforcing a growth mindset
• Oversee and motivate the sales and account management teams to delivery exceptional service and sustained growth
• Champion a Member-first approach—ensuring AF delivers on its promise of value, transparency, and trust
• Lead the development of new commercial offerings and membership models to attract and retain a broader Member base
• Unites Marketing, Member (customer) Services (which incorporates Business Development and Potential New Member development) and Procurement under one strategic umbrella driving revenue, market share and Member loyalty
• Monitor market trends and Member data to drive informed growth decisions
• In this role the commercial team, have responsibility for ensuring Member satisfaction and retention offering an exceptional level of customer service to the Member
• Set challenging and stretching targets and KPI’s for team members
• Drive accountability throughout the team across income, Member engagement and satisfaction
• Inspire and lead a cross-functional commercial team aligned to clear strategic objectives
• Identification of new business opportunities for AF, aiming for increasing Member commitment and volumes (growing existing share of wallet) along with attracting new Members to AF
• Collaborate with other senior leaders to shape AF’s digital transformation and future-facing capabilities

This role will also have responsibility for non-agricultural procurement:

• Work closely with the agricultural procurement team to ensure consistent procurement processes, procedures and policies are adhered to throughout the organisation
• Support the Heads of department within your team and work collaboratively with the agricultural procurement team ensuring AF has robust, competitive supplier agreements
• Secure exclusive deals, improve performance regarding income streams into the business and strengthen supply resilienc