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Why Join Veetee:
Veetee is an entrepreneurial, fast-growing family business and one of the UK’s leading rice brands, with operations in the UK, Europe, USA, and India. This role offers the opportunity to work across a broad range of strategic and operational projects, making a visible impact on the future growth and success of the business.
Job Purpose:
To own and grow Veetee Foods' presence in the ethnic foods and cash & carry channel across the UK, and to lead ethnic rice sales across the EU. The role combines strategic account planning with hands-on execution: bringing structure and discipline to a market that has traditionally been relationship-led, while building the coverage, promotional, and pricing plans needed to grow volume, margin, and distribution. The role holder will manage a defined portfolio of accounts, and will lead a small team, ensuring a single, consistent commercial approach across the whole channel.
What you'll do:
Coverage & Account Strategy
- Take ownership of Veetee Foods' ethnic foods and cash & carry channel strategy in the UK, deciding which accounts to prioritize and invest in, and where to step back, based on real commercial value rather than habit.
- Lead Veetee Foods' ethnic rice sales strategy across EU markets, identifying the right customers and routes to market as we grow internationally.
- Personally manage a portfolio of key accounts across the South, and set the direction and standards for the Senior Commercial Manager (North).
- Build new business alongside the accounts already in place.
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Annual & Quarterly Planning
- Build the annual coverage and promotional plan for the channel, setting clear account priorities, volume and margin targets, and a promotional calendar.
- Break that plan down into quarterly execution plans with defined activity, clear ownership, and a regular review cadence.
- Report progress directly to the COO and SLT on a regular cycle, flagging risks and opportunities early.
Commercial Execution
- Lead negotiations on trading terms, listings, and promotional activity with cash & carry, wholesale, and ethnic foods customers.
- Take full ownership of the promotional plan for the channel.
- Work closely with supply chain, finance, and marketing to ensure forecasts, pricing, and promotional mechanics are realistic, deliverable, and profitable.
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Market & Competitor Intelligence
- Maintain a strong, current understanding of competitor activity, pricing, and promotional weight across the ethnic foods and rice category, in both the UK and EU.
Leadership
- Manage, coach, and develop a small team, setting clear objectives and holding them accountable for performance.
What you'll bring:
- 5–10 years' FMCG sales experience across UK and EU markets
- Proven experience in ethnic foods, ideally with direct cash & carry channel exposure
- A track record of hitting volume, distribution, and profit targets on major wholesale accounts
- The ability to bring rigour and process to a relationship-led market, without losing the relationships
- Strong negotiation skills and the confidence to operate at senior buyer level
- Rice or ethnic grocery category experience is a plus, as is prior EU market experience
Sound like you? Get in touch to find out more.
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