Willy's ACV - Probiotic Live Foods
Head of Sales
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Company Description
FARMING. FERMENTING LIVING FOODS
Sustainable foods ferments on farm raw, live, unfiltered, and unpasteurised vinegar with “The Mother” from over 48 wild apple varieties grown in 300-year-old organic orchards in Herefordshire. The Free from apples are grounded harvested, cold pressed, and naturally fermented using local air with no yeast added just 100% living mother, creating a cloudy, living probiotic nutrient dense vinegar with no fertilisers, pesticides, yeasts or additives. Willy’s Apple Cider Vinegar is positioned as a modern, daily kitchen essential, living wellness staple, and versatile cooking ingredient, drawing on traditional natural remedy heritage. The brand offers ACV-based products, including 60ml health shots. Products are available in premium retailers such as Wholefoods, Planet Organic, Booths, Spinneys, Coles, Harris Farm, Selfridges, Harvey Nichols, John Bell & Croyden, Bayley & Sage, and nationally in Waitrose and Sainsbury’s and farmers farm shops - quality food lovers deli retailers.
MISSION
Support the regeneratively organically natural movement sustainably ferment the worlds finest tasting VINEGAR.
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OBJECTIVE
MAKE A DIFFERENCE - to help all understand the benefits of adding NUTRIENT DENSE LIVING FOODS to our daily diet/routine
THE VINEGAR REVIVAL
Role Description
The Head of Sales + Brand is a full-time, on-site role based in Hereford, UK, responsible for leading and executing Willy’s ACV commercial strategy across retail, food service, and emerging channels. This role oversees all sales activities, including managing key accounts, driving new business, negotiating contracts, and maintaining strong relationships with premium and national retailers. The Head of Sales will set sales targets, monitor performance, and use data and market insights to optimize pricing, promotions, and channel mix.
Day-to-day responsibilities include:
- Managing brand and mentoring the sales team
- Coordinating closely with marketing and operations
- Ensuring accurate forecasting and reporting
- Identifying profitable growth opportunities
- Expanding quality distribution partners
- Representing the brand at trade shows, customer meetings, and industry events
Ambitions
Ambitious career - regenerative organic farming, natural free fermentation with living mother of nutrient dense foods
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Qualifications
- Strong commercial understanding of brand value organic sales growth from Sales Management skills to drive revenue growth, organically develop new business, and lead commercial strategy.
- Proven Account Management experience managing key retail and food service partners and nurturing long-term customer relationships.
- Demonstrated Team Management capability, including hiring, coaching, and performance management of a sales team.
- Advanced Analytical Skills to interpret sales data, build forecasts, evaluate promotions, and support data-informed decisions.
- Experience in FMCG, food and beverage, or health and wellness sectors, ideally with premium or natural products.
- Excellent negotiation, communication, and presentation skills, with the ability to influence internal and external stakeholders.
- Comfort working in a fast-paced, entrepreneurial environment and collaborating cross-functionally with marketing, finance, and operations.
- Sales, business, marketing, commercial experience.
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