Wynnstay
Commercial Director
Location – Llansantffraid or Astley
Our Client
Wynnstay is a business focused on supporting its farming customers. It is a leading supplier of agricultural products and services, with the ability to offer the whole package to farmers. Spanning three main divisions; Feed and Grain, Fertiliser and Seed, and Stores Specialist Merchanting, customers can access all the necessary farming inputs through a variety of distribution channels.
Over the last 100+ years it has grown from a small cooperative in mid Wales to a company listed on AIM with a strong track record and ambitions to maintain its growth trajectory as the UK industry consolidates.
With a new CEO at the helm and an ambitious transformation strategy underway, Wynnstay is entering an exciting new chapter. They are now seeking a dynamic Commercial Director to join the Executive Committee (ExCo) and play a key role in shaping the future of the business. This is a critical moment for a leader to drive sales performance, unlock growth opportunities, and build a high-performing, modern commercial team aligned with their bold vision for the future.
The Opportunity
Reporting to the CEO and being an active member of the ExCo, the Commercial Director, you will be instrumental in defining a forward-looking view of the ‘farmer of the future,’ and will lead the delivery of ambitious commercial targets, driving revenue, margin, and market share growth across livestock, arable, and store sales. You’ll oversee buying strategy, modernise the sales force, and identify new opportunities to increase farmer spend, ensuring Wynnstay consistently meets its performance goals. As a core member of the leadership team, you’ll help lead Wynnstay’s bold transformation journey, turning strategy into action and impact.
Ultimately your goal is to make Wynnstay a thriving, profitable business where everyone feels pride in what they do — and pride in the result.
The Candidate
We’re looking for a commercially astute leader with over 10 years’ experience at C-suite level in a sizeable business, ideally currently operating as a Commercial Director or Managing Director or similar. You’ll bring strong financial acumen, a proven track record of P&L ownership, and success in leading cross-functional teams. Knowledge of the agricultural sector—or a closely related industry—is required, along with an understanding of selling to farmers. Personal values aligned to that of Wynnstay are essential.
The successful candidate will have the chance to lead real change — to help a business thrive, a community flourish, and a team succeed as one. This is a rare opportunity to drive performance, double profitability, and reignite pride in a heritage brand with a bold future. Wynnstay is ready to move — and they need a Commercial Director who is ready to lead the charge.
Next Steps
For more information on this unique and exciting opportunity, please contact Sophie Wood on Sophie.wood@edensearch.co.uk or 020 3795 7735. All applications and enquiries will be forwarded to Eden who are exclusively retained by Wynnstay on this project.