Roca Group strengthens key account team with new independent merchants role

Roca Group has announced a strategic expansion of its key account team with the creation of a new role, national account manager – independent merchants & buying groups, dedicated to independent merchants. The is alongside a restructuring of its sales regions across England and Wales.

Dan Baldwin, who has been with the Roca Group for 14 years, most recently as a regional sales manager, has been appointed to lead this new initiative, working closely with regional sales managers (RSMs) and business development managers (BDMs) to capitalise on significant growth opportunities within the independent merchant sector. This customer segment represents an important area of focus for Roca Group's continued expansion.

The announcement comes as part of a broader reorganisation that will see England and Wales divided into 2 distinct regions – North and South – and the former Western BDM team will be integrated into these new territories. This is with the exclusion of Scotland and the whole of Ireland, which will remain separate managed territories.

Jon Fry, sales director – national accounts at Roca Group, said: “The independent merchant sector is a vital part of our business, and this strategic move reflects our commitment to serving these valued customers with the focus and expertise they deserve. Dan's appointment demonstrates our investment in building stronger relationships and delivering tailored support that will drive mutual success. This restructuring positions us to be more responsive and effective across all our regions.”

Dan Baldwin added: “I'm thrilled to take on this role and work with such an exciting group of customers. Independent merchants are the backbone of our industry, and I'm looking forward to collaborating with our RSM and BDM teams to unlock the tremendous potential in this sector. With the right strategy and our collective expertise, I'm confident we can achieve outstanding results together.”

The changes take effect immediately, with Dan working across the entire UK and Ireland to ensure consistency and maximise opportunities throughout the independent merchant channel.