Vine Talent
Chief Wholesale Officer
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The Company
Our client is one of Europe's fastest-growing direct-to-consumer brands, serving close to one million subscribers across multiple international markets. The company has built a highly engaged customer base through exceptional product quality, a distinctive brand proposition, and a subscription-led business model that drives strong customer loyalty. Since launching its wholesale channel in 2023, the business has expanded rapidly across Europe and is now stocked in more than 16,000 retail locations. As the company enters its next phase of growth, wholesale has become a critical strategic pillar, creating an opportunity for an exceptional commercial leader to scale the function across key European markets.
The Role
As Chief Wholesale Officer, you will lead and shape the company's entire wholesale business. Reporting directly to the CEO and serving as a member of the executive leadership team, you will have full P&L ownership for the wholesale channel across all markets. You will define strategy, build and lead the team, negotiate key retail partnerships, and drive commercial execution to accelerate growth in wholesale revenue. This role is based in London and requires regular travel across existing European markets and future expansion markets.
What You'll Own
Strategic Leadership
- Define and execute the global wholesale strategy, including market-entry prioritisation, channel mix, and commercial architecture.
- Own the wholesale P&L across all markets, with accountability for revenue, margin, and profitability targets.
- Contribute to company-wide strategy and major investment decisions as a member of the executive leadership team.
- Develop business cases for new market launches and retail partnerships, including financial modelling and go-to-market planning.
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Commercial Execution
- Lead negotiations and manage relationships with major retail partners across Europe and new expansion channels.
- Develop pricing, trade terms, and promotional frameworks that balance brand equity with commercial performance.
- Build scalable key account management capabilities, including joint business planning, category management, and performance reviews.
- Establish retail media and in-store activation strategies in partnership with marketing and brand teams.
Organisation Building
- Build and lead the wholesale organisation, hiring and developing a high-performing team across multiple markets.
- Partner with digital commerce leadership to create an operating model that effectively integrates wholesale, e-commerce, supply chain, and brand functions.
- Establish commercial reporting, forecasting, and demand-planning capabilities for the wholesale channel.
- Create a culture of commercial rigour, accountability, and execution excellence.
What They're Looking For
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- Significant commercial leadership experience within FMCG, consumer health, beauty, personal care, or adjacent consumer categories.
- Strong track record leading wholesale, retail, sales, and commercial functions across European markets.
- Experience building and managing high-performing commercial teams of 10–25 people.
- Deep understanding of major European health, beauty, and drugstore retail channels, with established senior-level buyer and category relationships.
- Demonstrated success building commercial functions and launching new retail channels from the ground up.
- Strong knowledge of category management, shelf strategy, merchandising, and retail execution.
- Experience within grocery or mass retail environments is advantageous but not essential.
- A builder mindset with enthusiasm for creating teams, processes, and structures in high-growth environments.
- Strategic and analytical, while remaining hands-on in negotiations, pricing, and commercial decision-making.
- Exposure to founder-led, high-growth, or digitally native consumer brands is highly desirable.
- Strong financial and commercial acumen, including forecasting, modelling, and data-driven decision-making.
- Excellent communication and stakeholder management skills.
- Comfortable operating in a fast-paced, entrepreneurial environment where speed, ownership, and pragmatism are valued.
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