What’s in a sales role?

Sometimes it might be easier to ask what’s not in a sales role….

You’re dealing with a wealth of departments internally, a raft of businesses externally and that’s before we’ve got onto other responsibilities such as social media, beer festivals, activations and everything in-between.

But the value and importance of such figures can sometimes be overlooked.

I think it’s pretty fair to say that when it comes to choice, fans of great beer have rarely had it better.

Regardless of the style you’re seeking, the ABV you’re after or the country of origin you’re craving, there are an array of varieties, catering for all tastes.

But while there’s an embarrassment of riches for the consumer, there’s also a host of breweries competing for those all-valuable taps and space on fridge shelves.

And that’s something that Katie Arabella Ward knows a thing or two about.

Katie is the key accounts, internal sales and operations manager at Big Smoke Brew Co.

Big Smoke is a modern brewery and pub company, producing flavourful beer in the leafy suburbs of Esher in Surrey. 

Before her roles within beer at reputable companies including Northern Monk, Mondo, Carlsberg & Little Creatures and renowned wholesaler James Clay, Katie gained life experience spending four years as a freelance make-up artist both in the UK and US.

And her passion for growing brands, championing original ideas & helping businesses gain recognition through creative sales & marketing tactics, make her a highly regarded member of the UK brewing industry.

So that’s why we asked today’s guest to share her experiences of the industry.

Speaking at The Brewers Lectures in Brighton last month, Katie talked on the perception many have of the sales role, her advice to people working in this side of beer sector, and the importance of balancing your professional and personal life.