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National Account Manager – Retail Launch
UK Role, London
Hello, we're ToothFairy. We're the UK's leading teledentistry platform, founded by dentists and built on patented technology that makes dental care faster, more affordable and genuinely accessible. Through our app, members connect with a dentist on demand, from emergency triage and early diagnosis to supervised clear aligners and ongoing care, without the wait or the travel.
We're the UK's first health-regulated dental app, and we've used that foundation to protect the mouths of millions of members and thousands of employer partners. Along the way we've been named App of the Year at the Dental Industry Awards, won Outstanding Benefit at the Cover Awards, taken Digital Solution of the Year at the Digital Health Awards, and been listed among the FT's Top 100 fastest-growing companies.
We're now taking ToothFairy into a new arena: physical retail. We're launching our first toothbrush, a beautifully designed, smart everyday essential that extends our mission from remote dental care into the daily ritual of oral health. This is a brand-new product line for us, and UK retail distribution starts from zero: no existing shelf space, no incumbent listings, no legacy terms.
This is a role for someone who wants to build a retail business, not manage one that already exists. You will be the founding commercial voice for ToothFairy in physical retail: picking the right first partners, winning the first listings, and laying the strategic and operational foundations for everything that follows. If you want to look back in two years and say "I built that," we'd be thrilled to hear from you.
Role & Responsibilities
Retail Launch Ownership
- Serve as the founding commercial lead for ToothFairy's toothbrush in UK retail, identifying and prioritising the right first partners across pharmacy, grocery, health and beauty, and mass retail
- Build the sell-in proposition from scratch: category story, brand positioning, commercial terms and launch plan, then pitch and close the first listings
- Own onboarding and go-to-market for each new account, including range, space, initial pricing architecture and launch promotional support
- Negotiate trade terms and structure deal economics that protect margin while earning shelf space and buyer confidence for a new entrant
- Work with the marketing team to plan launch activation, in-store presence and early brand visibility at each new retail partner
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New UK Retail Partnership Development
- Lead commercial development of new UK retail partnerships as ToothFairy's retail footprint expands beyond the first accounts
- Build compelling sell-in packs, run commercial negotiations end to end, and own the launch plan for each new account
- Work with the leadership team to decide which channels to pursue next and the right commercial model for each
UK Retail Strategy
- Own the UK retail strategy from the ground up: channel priorities, distribution targets, promotional frameworks and pricing principles
- Produce regular performance reporting for the leadership team, with clear commercial insight and recommended next steps
- Monitor the competitive landscape and category trends to keep ToothFairy differentiated at retail
- Develop 12- and 24-month retail plans that are commercially robust and realistic for a business building distribution from scratch
Internal Cross-Functional Leadership
- Partner with Finance to build the UK retail P&L, trade spend budget and profitability modelling for the new product line
- Work with Operations and Supply Chain to ensure stock availability, forecasting accuracy and launch execution
- Collaborate with Marketing on brand campaigns, in-store activation and media support tied to retail launches
- Brief and align the wider team on account plans, upcoming launches and commercial priorities through regular internal cadences
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Team Building
- Set the standard for how ToothFairy operates with UK retail partners: commercially sharp, human and brand-right
- As the retail business scales, identify and make the case for additional hires, such as account managers, field team and retail marketing, and help build that team over time
Requirements
Experience
- 5-7+ years of senior commercial experience managing UK retail accounts or launching brands into retail, ideally spanning pharmacy, grocery, mass retail, or health and beauty. Or an equivalent buying role at a strategic retailer
- A track record of winning new listings and launching brands into retail from a standing start, not just maintaining incumbent shelf space
- Experience owning a retail P&L: gross margin, trade investment, net revenue dynamics and modelling promotional scenarios
- Experience in new account development: pitching to buyers, building sell-in packs, negotiating commercial frameworks
- Experience at, or equivalent to, a high-growth consumer brand (health, wellness, personal care, DTC-to-retail) is strongly preferred over traditional FMCG. We are not building for Unilever, we are building for ToothFairy
Commercial & Analytical Skills
- Confident reading and challenging a P&L, not just reporting numbers but using them to make decisions
- Strong negotiation skills, able to win first listings and hold position on price integrity and margin while building trust with buyers
- Comfortable building and presenting commercial models, launch business cases and promotional scenarios
- Fluent in retail KPIs: EPOS, distribution, rate of sale, promotional sell-through, retail margin, net revenue
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