A Day in the Life of a Sales Development Manager – Meet Dean Heasman

At Greene King, we believe in giving our people the freedom to grow and the opportunity to make a real difference. Our Sales Development Managers play a pivotal role in providing the best brands and support to our Free Trade accounts. 

In this spotlight, we catch up with Dean Heasman, one of our Sales Development Managers. Dean shares what the role involves, what a typical day looks like, and why it’s such a rewarding career path for anyone passionate about people, hospitality, and driving success.

I’ve had a varied career in the drinks industry, working for large FMCG companies such as Coca Cola, Bacardi and Heineken across both the On and Off Trade. After taking a break from the brewing industry to develop my skills and gain experience in the wholesale sector with LWC Drinks, I decided it was time to return to work for a brewery. 

I wanted to join a company that aligned with my career aspirations and offered genuine opportunities for progression. In previous roles, advancement was limited or didn’t materialise. At Greene King, there are so many different functions and career paths to explore, the possibilities really are endless.

The Sales Development Manager role is multifaceted. Account management and territory planning are key for supporting existing customers, while new business development is essential for growth. 

We offer a composite wholesale that’s tailored to each customer’s needs, with range freedom at the heart of what we do. The Independent Free Trade is independent for a reason, and our role is to provide choice and flexibility, so outlets remain free to choose. 

Ultimately, it’s all about partnership. We take the time to understand what our customers need and offer solutions that add real value. While price is always important, we focus on how we can use our scale and expertise to bring something extra that others can’t.

Every day is different as a Sales Development Manager. I spend time managing existing accounts, supporting joint plans, and running brand activations of promotions centrally available and bespoke activations to support our Free Trade customers. 

A big part of my focus is also on developing new business and bringing new customers into the Greene King portfolio.

While each of us has our own KPIs and targets, everything feeds into a wider team goal. We regularly share best practices, support one another, and celebrate wins together. 

Regular communication and drive days help us stay connected and motivated, building a close-knit team culture where collaboration is key. Under the guidance of our Regional Manager, we work as one to ensure we achieve success together.

Being based furthest from the brewery, one of my proudest moments has been revitalising my area after years of decline. I’ve nearly doubled the number of trading customers and developed new account plans that have created a strong foundation for growth. This has to Greene King becoming more of a consideration in the Southwest again. 

Building strong partnerships with customers and helping their businesses grow, that’s what success looks like to me.

It’s a challenging but incredibly rewarding role. There’s so much variety, and it gives you the opportunity to be creative in how you support and grow your customer base. 

If you want to make a real difference, Greene King gives you the tools and freedom to thrive in the Free Trade. It’s a people-focused role that lets you work closely with the hospitality trade, have fun, and build strong relationships. 

You really do have the freedom to succeed, not just in this role, but across future opportunities too. That’s what makes Greene King such a great place to build a long and successful career.