D R Newitt Recruitment
Head of Sales
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Head of Sales | Strategic Commercial Leadership | FMCG/Drinks 🥤☕📈
A fast-growing premium beverage business supplying an innovative portfolio of products across the UK Café, Foodservice and Hospitality markets is looking for a Head of Sales responsible for strategic growth across their channels.
Following 90% growth last year, the ambition is now much bigger to continue scaling the business towards £10mil+ revenue and significantly strengthen its position across the UK and international markets.
To achieve this, the business is looking for an exceptional Head of Sales to join the Senior Leadership Team and take ownership of the next phase of commercial growth. This ISN'T simply a role for a brilliant salesperson. You'll work directly with the Founders to define the commercial strategy, lead and develop the commercial teams, strengthen approaches and determine where the business should play and win next.
The Role
Reporting directly to the Founders and operating as a senior member of the leadership team, you'll take ownership of the overall sales strategy and headline revenue target.
The business has already built a strong position across independent cafés, restaurants, hotels and hospitality operators. The next stage is about scaling that success, particularly through major multi-site operators, Foodservice, Distribution.
You'll assess and develop opportunities across:
- Multi-site Café & Hospitality Operators
- Foodservice
- Distributors & Wholesalers
- Independent Café, Restaurant & Hotel customers
- International / Export
- Emerging channels and formats as the portfolio evolves
A major priority will be securing significant multi-site partnerships, where commercial wins can unlock meaningful and immediate scale.
Key Responsibilities
- Own and define the sales strategy required to deliver sustainable, profitable growth towards £10mil+ revenue.
- Translate long-term ambitions into actionable 1, 3 and 5-year commercial plans.
- Lead, coach and develop the commercial team, creating a high-performance and accountable sales culture.
- Accelerate growth across multi-site café, hospitality and Foodservice operators.
- Win and develop significant national and multi-site customer partnerships.
- Continue developing existing independent, distributor and international channels.
- Define where the business should compete across channels, geographies, pricing, range, formats and trade marketing.
- Build compelling customer propositions that win new customers and expand existing partnerships.
- Own sales pipeline, forecasting and CRM discipline.
- Introduce clear KPIs, sales stages, conversion metrics and commercial accountability.
- Work closely with the Founders and wider SLT to influence overall business strategy.
- Partner cross-functionally across Brand/Marketing, Operations, Supply Chain and Product.
- Remain close to customers and the market whilst empowering and developing the team beneath you.
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What We're Looking For
We're not looking for another salesperson but a leader. Someone who can combine strategy, leadership and commercial execution and understands the realities of selling into Café, Hospitality, Foodservice and wider Out-of-Home channels.
You'll ideally bring:
- Experience managing P&Ls with strategic commercial responsibilities.
- A proven track record of leading and developing B2B sales teams.
- Head of Sales / senior commercial leadership experience, or clear evidence you're ready to step into this level.
- Demonstrable success winning and developing multi-site or large operator accounts.
- Strong understanding of Foodservice, Hospitality, Café, Coffee, Beverages or adjacent OOH markets.
- Experience working with distributors alongside direct customer relationships.
- Ownership of meaningful revenue targets and commercial budgets.
- Strong forecasting, CRM and pipeline-management discipline.
- Experience helping scale a business, channel or commercial function.
- Credibility operating with Founders, senior customers and at SLT level.
- Advantageous: D2C & Coffee/speciality drinks experience
Experience within Beverages, Coffee, Alternative Drinks, RTD, Foodservice or adjacent Café/Hospitality categories would be particularly relevant.
Leadership Fit
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The culture is built around 3 important principles:
- Integrity – doing what you say you'll do and operating transparently.
- 'We', not 'I' – collaboration over ego. Success belongs to the team.
- Curiosity – continually questioning, learning and looking for a better way.
We're looking for someone who:
- Leads rather than commands and genuinely enjoys developing others.
- Can challenge and contribute at SLT level without bringing ego into the room.
- Is strategic enough to determine where the business should go, whilst being hands-on.
- Understands the needs of Café, Hospitality and Foodservice customers.
- Is ambitious, commercially intelligent and energised by growth.
- Can introduce structure and accountability without losing an entrepreneurial culture.
- Wants to build something rather than simply inherit and maintain it.
Why Join?
The business is already growing rapidly & this hire is about determining how far that growth can go.
You'll have the opportunity to:
- Join following 30%+ growth YTD 2026.
- Help scale the business towards £10m+ revenue.
- Take a seat on the Senior Leadership Team.
- Work directly alongside the Founders.
- Shape the overall commercial and route-to-market strategy.
- Build and develop the sales organisation beneath you.
- Target transformational multi-site and Foodservice partnerships.
- Influence future channels, product innovation and international expansion.
- Operate in an entrepreneurial environment where your decisions and commercial impact are highly visible.
For someone coming from a larger organisation, this offers something very different: the opportunity to use your experience to genuinely shape a high-growth business rather than simply execute within one.
Package
- Competitive Salary + up to 30% Bonus DOE
- Private Medical Insurance
- Company Pension
- Fully Flexible Working
- Excellent Long-Term Progression
If you're an ambitious commercial leader who understands the Foodservice, Hospitality or Beverage world and wants the opportunity to help build the next chapter of a high-growth challenger business, we'd love to hear from you!
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