Redemption Roasters
Sales and Account Manager (Wholesale)
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Sales & Account Manager (Wholesale)
Reports to: Head of Sales
Location: London
Salary: £35,000-40,000
About Redemption Roasters
Redemption Roasters is a specialty coffee company with a social mission at its core. We roast high-quality coffee while creating career pathways for people leaving prison. We are now in a focused growth phase, expanding our wholesale presence across the independent, quality-led hospitality sector.
The Opportunity
This is a structured, commercially focused sales role at the centre of our wholesale growth.
We are looking for someone who can:
- Generate new business consistently through outbound activity
- Bring and leverage an existing network within hospitality and specialty coffee
- Operate within a clearly defined sales framework
- Contribute commercially from the outset
Success in this role comes from discipline, consistency, and commercial judgement - not discounting or short-term wins.
Target Customers
You will focus on acquiring and developing accounts across:
- High-quality independent specialty cafes
- Multi-site operators with complex equipment needs
- Premium guest accounts
- Hotels, garden centres, and more
Core Responsibilities
New Business Development (Primary Focus)
- Generate leads through structured outbound activity (including cold calling)
- Contact decision-makers and secure roastery tastings
- Build and maintain a healthy, active pipeline
- Leverage your network to convert opportunities into long-term wholesale accounts
Sales Process Ownership
- Run every opportunity through our defined sales process:
- Book roastery tastings (primary objective of first contact)
- Establish volume and assign correct pricing tier
- Structure accounts clearly (price tier, support level, agreement status)
- Maintain discipline in how opportunities are qualified and progressed
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Commercial Discipline
- Adhere strictly to our sales principles and process
- Position value through:
- Coffee quality
- Customer experience
- Long-term partnership
Account Management & Development
- Manage relationships with our existing customers in the independent sector
- Develop existing accounts through volume, product range, and engagement
- Identify opportunities to move customers into deeper partnership
Coffee Expertise & Training
- Deliver barista training, dial-ins, and quality control from day one
- Lead tastings confidently
- Represent the brand with credibility in all technical conversations
CRM & Organisation
- Maintain accurate and up-to-date records in Prospect CRM.
- Track pipeline, activity, and conversion rate
- Manage time effectively across outreach, meetings, and admin
Our Sales Principles
- We are a value-led business - not price-led
- We prioritise long-term, sustainable accounts over short-term wins
- Every account must sit within a clear commercial structure
What We’re Looking For
Essential
- Proven experience in wholesale coffee or hospitality sales
- Existing network within London’s independent hospitality or coffee scene
- Confidence in cold calling and outbound sales
- Ability to work independently and manage your own pipeline
- Strong understanding of specialty coffee (dial-in, extraction, cupping)
- Experience delivering training or customer-facing presentations
- Strong organisational and CRM discipline
- Full UK driving licence
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Non-Negotiables
- Comfortable with structured sales processes and clear commercial rules
- Able to handle price objections without discounting
- Willing to do consistent, high-volume outbound activity
- Able to contribute commercially from the first month
Why This Role Matters
This role is critical to building a wholesale base that is:
- Commercially sustainable
- Operationally manageable
- Aligned with our brand and quality standards
Benefits
- Free coffee and tea at all shops
- 50% off food and 30% off retail coffee
- Generous incremental annual leave allowance based on service length
- Option to purchase up to 3 additional annual leave days per year
- 1x Christmas and 1x Summer party
- 3 professional development days allowance per year
- Phone and laptop if applicable
- Passionate working environment and culture
- Employee Assistance Programme
- Cycle to Work Scheme
- Access to high street discounts available through BHN Extras
- Up to £400 referral bonus
Equality & Diversity
Redemption Roasters is an international and multicultural business with customers, suppliers, and employees from across the globe. Fostering diversity in the workplace is both right and good for business. Gender, belief, ethnicity, origins, disability, sexual orientation, marital status, age or history of incarceration doesn't matter. If you perform, you'll fit in, whoever you are. We welcome applications from people with backgrounds traditionally underrepresented in the specialty coffee industry.
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