City Manager / Brand Ambassador

City Manager – Brand Activation & Retail Engagement

Salary: Up to £28,000 per annum
Bonus: Activation & Performance Bonus (up to 20%)
Car Allowance: £5,000 per annum
Department: Brand Activation & Retail Engagement
Working Hours: Monday–Friday, 9:00am–5:00pm (flexibility required based on business needs)
Location: Field-based, covering an assigned city, region, or nationwide travel as required

Join a Leading Vape Distribution Business
We're passionate about helping brands connect with retailers and consumers through education, engagement, and exceptional in-store experiences.

As a leading vape distributor, we work with thousands of independent retailers, specialist vape stores, wholesalers, and regional chains nationwide. Operating within a highly regulated category, we focus on building strong retail partnerships, supporting responsible product education, and delivering impactful brand experiences that drive long-term growth.

As we continue to expand, we're looking for confident, energetic, and relationship-driven individuals to become the face of our brands within their local territory.
This is an exciting opportunity to represent a portfolio of leading vape and nicotine brands, work directly with retailers, and play a key role in improving brand visibility, retailer engagement, and consumer awareness across the UK market.

The Opportunity
As a City Manager, you will be responsible for bringing brands to life within your territory through retailer engagement, education, merchandising, and in-store activation.
Working across a portfolio of brands, you will build strong relationships with vape retailers and store teams, helping them better understand the products they stock, increasing confidence in brand recommendations, and ensuring every brand is represented to the highest standard in-store.
This role is centred around relationship building, brand advocacy, and field execution. By creating meaningful retailer partnerships and delivering engaging brand experiences, you will contribute to stronger consumer awareness, improved retailer engagement, and enhanced brand performance at store level.
You will be the face of the brands you represent and a trusted point of contact for retailers across your territory.

Key Responsibilities
Brand Activation & Education
Act as a professional and knowledgeable ambassador across multiple brands within the company portfolio
Deliver engaging product education and training to retailers and store teams
Demonstrate compliant vape products, including pod systems, big puff devices, and nicotine pouches
Increase retailer understanding of product features, flavour profiles, compliance requirements, and brand positioning
Support new product launches through effective communication, education, and activation
Ensure brand messaging is consistently delivered across all retail accounts
Adapt training and activation approaches to meet the objectives of different brands and campaigns
Retail Engagement & Relationship Building
Build and maintain strong relationships with independent retailers, vape stores, wholesalers, and regional chains
Become a trusted and valued partner within your assigned territory
Support retailers with product knowledge, merchandising guidance, and brand initiatives
Encourage retailer participation in training sessions, launch activities, and promotional campaigns
Strengthen retailer advocacy and engagement across multiple brands and product categories
Deliver a consistently positive and professional retailer experience
Merchandising & In-Store Execution
Ensure products are visible, well-presented, and aligned with individual brand standards
Support retailers with merchandising best practices and point-of-sale implementation
Improve brand visibility and in-store presence across all supported accounts
Maintain high standards of execution during store visits
Identify opportunities to enhance consumer engagement within retail environments
Ensure promotional materials and displays are effectively implemented across multiple campaigns
Activations & Consumer Engagement
Support and execute compliant in-store activation days and promotional events
Conduct product demonstrations and sampling activities where appropriate and legally permitted
Engage directly with adult consumers during activation events to build awareness and understanding of assigned brands
Create memorable brand experiences that strengthen consumer connection and brand recognition
Support launch campaigns and retail events across your territory
Deliver activation activity across multiple brands throughout the year in line with business priorities
Multi-Brand Portfolio Management
Represent and support multiple brands across the company portfolio within your territory
Balance activity across brand campaigns, launches, and activation schedules
Ensure each brand receives consistent, high-quality representation in line with agreed objectives
Build retailer awareness and understanding across a diverse product portfolio
Provide feedback and market insights to support future activation and engagement strategies
Adapt quickly to new brands, products, and category developments as the portfolio evolves
Market Insights & Reporting
Monitor competitor activity, promotions, pricing, and market trends
Gather retailer and consumer feedback to support future business decisions
Maintain accurate records and activity reporting through the company CRM system
Share market insights and recommendations with internal teams and brand partners
Track and report activity against agreed performance objectives
Events & Industry Representation
Attend trade shows, exhibitions, and industry events as required
Represent the company and partner brands professionally at all times
Build positive relationships with retailers, suppliers, and industry stakeholders
Act as a positive ambassador for both the company and the brands you represent

What Success Looks Like
Success in this role is measured through the quality of retailer engagement, execution standards, and the impact of your activity within your territory.

Key performance indicators include:
Territory coverage and retailer visit completion
Retailer engagement and relationship quality
Brand visibility and merchandising standards
Execution of activations, launch campaigns, and promotional initiatives
Product education and retailer training delivery
Retailer participation in brand programmes
Consumer engagement during activation events
CRM compliance and reporting quality
Market intelligence and feedback collection
Consistent delivery across multiple brands and campaigns

Skills & Experience Essential;
Full UK driving licence
Excellent communication and interpersonal skills
Strong relationship-building abilities
Confident presenting and engaging with people face-to-face
Self-motivated and comfortable working independently
Strong organisation and time-management skills
Ability to confidently represent multiple brands and communicate different brand propositions
Willingness to travel within your territory and nationally when required
Professional, reliable, and enthusiastic approach to work
Desirable
Experience within vape, tobacco, FMCG, convenience retail, field marketing, merchandising, or brand activation environments
Understanding of the UK retail landscape
Knowledge of the UK vape market and relevant regulations
Experience delivering product training, demonstrations, or consumer engagement activities
Additional language skills


What We Offer
Financial Package
Salary up to £28,000 per annum
Activation & Performance Bonus (up to 20%)
£5,000 annual car allowance
Benefits
28 days annual leave including bank holidays
Company mobile phone
40% staff discount on selected products
Life Insurance & Wellbeing Support

From day one you'll have access to:
3x annual salary life cover
24/7 GP access
Wellbeing support services
Development & Training
Structured onboarding programme
Product and compliance training
Ongoing learning and development opportunities
Exposure to leading brands, retail partners, and industry events

The Role in One Line
Be the face of a portfolio of leading vape brands within your city, creating engaging retail experiences, building strong retailer relationships, and bringing brands to life through education, activation, merchandising, and exceptional in-store execution.