TrueStart Coffee
Head of Sales
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Head of Sales - Grocery & Out of Home
Help build one of the UK’s most exciting challenger brands!
Location
Bristol/Bath, with some hybrid working flexibility
Salary
£80,000-£100,000 depending on experience, plus up to 25% performance-related bonus, private healthcare and share options.
Reports to
Helena Hills (Co-Founder & CEO)
About TrueStart Coffee
TrueStart Coffee is one of the UK’s fastest-growing coffee brands - we make delicious, healthy coffee that makes people feel amazing!
Our award-winning products are available in over 4,000 retail distribution points across the UK and enjoyed by customers across grocery, out of home, foodservice, wholesale and eCommerce.
We’re a small team with big energy - passionate, purpose driven, and focused on building a positive, values led business and category leading brand.
In 2026, TrueStart was ranked number 13 in the FEBE Growth 100, recognising the UK’s fastest growing, profitable, founder-led businesses across all sectors.
The Opportunity
We have proven the demand, built significant national distribution and created real momentum. Now we need a fantastic sales leader to turn that momentum into much bigger, profitable sales.
You will lead TrueStart’s sales strategy and team across UK grocery and out of home, including foodservice, wholesale, workplaces and hospitality. Working closely with our Ecommerce, Brand, Finance and Operations teams, you will help deliver ambitious, profitable growth across the business.
This is a major commercial leadership role within a fast-growing founder-led business backed by JamJar Investments, the fund created by the Founders of Innocent Drinks.
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We are looking for an experienced sales leader with a proven track record of delivering ambitious, profitable growth within branded FMCG. You will combine strong strategic judgement with the ability to lead major customer relationships, win new business and build a high performing sales team.
This is a hands-on role. You will be close to the customers, the numbers and the opportunities that will shape the future of TrueStart.
Key Responsibilities
- Lead TrueStart’s sales strategy across grocery, out of home, foodservice and wholesale.
- Take ownership of sales performance and deliver ambitious, profitable growth.
- Build strong relationships with senior stakeholders across existing and prospective customers.
- Identify and convert major new business opportunities.
- Lead key customer negotiations, pitches and commercial planning.
- Develop clear channel and customer strategies.
- Maintain an accurate sales pipeline and provide clear, reliable forecasts and performance reporting, identifying risks and opportunities early.
- Lead, develop and grow our talented sales team.
- Create clear accountability, pace and positive energy across the sales function.
- Work closely with Brand, Ecommerce, Finance and Operations to deliver successful customer plans and product launches.
- Play an active role within the senior management team and help shape the wider direction of the business.
About You
You bring:
- A proven record of delivering ambitious revenue and margin growth.
- Strong experience in either UK grocery or foodservice/out of home, with credible experience across both.
- Experience leading major customer negotiations and commercial plans.
- The ability to win new business personally as well as through a team.
- Strong commercial judgement and financial understanding.
- Excellent leadership, coaching and team development skills.
- The confidence to operate effectively with founders, investors and senior customer stakeholders.
- Experience working in an entrepreneurial or high growth environment.
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How you work
- You are commercially ambitious, highly accountable and energised by growth.
- You can see the bigger strategic picture while remaining close enough to the detail to make things happen. You bring clarity and structure without creating unnecessary bureaucracy.
- You are confident, resilient and straightforward. You set high standards, solve problems and bring positive energy to the people around you.
Why TrueStart?
TrueStart is at such an exciting stage of growth. We’re an energetic, ambitious, rapidly scaling challenger brand with brilliant products, major national customers, strong brand momentum and founders determined to build a category-leading business.
You will join a business with clear ambition to become a category leader. We are still small enough for this person to have enormous influence, but established enough that the opportunity is real. You will have the freedom to move quickly, shape our commercial strategy and build the sales organisation that helps take TrueStart to the next level.
To Apply
Please email your CV to divein@truestartcoffee.com, along with a short note explaining why this role and TrueStart are perfect for you.
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