Chief Commercial Officer

Overview of Role:

The Chief Commercial Officer will lead AF’s commercial strategy, with a strong focus on driving revenue growth, increasing member penetration and retention, and expanding procurement offerings. This includes leading high-performing teams across customer service, sales, procurement, member engagement, and new category development for non-agricultural procurement.

Reporting directly into the CEO, the CCO will sit on the Senior Leadership Team ensuring commercial activities are fully aligned with AF’s purpose, values, and long-term growth ambitions.

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

Procurement & Supplier Relationships:

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 resilience

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

Personal Attributes

Essential:

• Outstanding communication and interpersonal skills
• Relationship builder
• Strong influencer
• Natural self-motivator with strong interpersonal skills
• Has a positive outlook
• Strong analytical and problem solving skills

Salary: Competitive + annual car allowance of £7,500

Hours: 37.5 per week Monday to Friday

Additional Benefits:

• 8% employer pension contribution
• 26 days holiday per annum, plus bank holidays. This rises with each years service by an additional day, up to 7 extra days
• Have your birthday off as an extra days holiday, if it falls on your working day
• Free lunch daily from our onsite Café
• AF Membership (giving discounts at hundreds of retailers and suppliers)
• Life assurance
• Private Health Insurance (family cover)
• Discounted gym membership
• Cycle to work scheme
• Hybrid working
• Free onsite parking