Sales Lead - FMCG

Start Date: ASAP Salary: 30-45k commission based on experience Location: HQ is in Hereford although this role will require travel around the UK. Foreva Farmers is one of the fastest-growing drinks businesses in the UK. We launched six months ago and our premium tonics and mixers are now stocked in leading retailers, delis, bars, and soon national retailers. Revenue has quadrupled month-on-month, driven by strong product-market fit and operational discipline. The Role The Role We’re hiring a Sales Lead – On-Trade & Strategy to drive our expansion into bars, pubs, restaurants, and hospitality — while shaping the systems, structure, and commercial thinking that supports long-term scale. You’ll lead sales efforts, own distributor relationships, build key customer partnerships, and work cross-functionally to improve how we sell, track, and serve. You’ll spot inefficiencies, fix broken processes, and help build a scalable revenue machine — from CRM to pricing strategy. You’ll work directly with the Founder and be a key part of the strategic core of the business. This is a senior, high-autonomy role for someone who wants to lead, grow, and own. Key Responsibilities On-Trade Expansion & Sales Lead our entry into new bars, pubs, restaurants, and hotel groups Build relationships across the UK on-trade — from independents to group buyers Win new listings, drive volume, and maintain reorder cadence Represent Foreva Farmers at trade shows, events, and tastings Commercial Strategy and Route to Market Shape pricing, margin structures, and trade terms Build relationships with distributors, negotiate listings and incentives Propose new regional or hybrid sales models (direct wholesale) Own sales forecasting and input into production and ops planning Systems and Sales Infrastructure Own and optimise our CRM (HubSpot) and reporting flows Build processes for pipeline management, trade outreach, and lead tracking Create playbooks, onboarding documents, and sales tools for internal use Identify tools and automations to streamline orders, reorders, and trade engagement Process Optimisation Spot inefficiencies in how we sell, serve, and support customers Work cross-functionally to improve coordination between sales, ops, and logistics Design better workflows — from samples to invoicing to delivery confirmations Cross Functional Leadership Feed in trade insights to help shape product, NPD, and packaging Collaborate with marketing on trade activations, staff training, POS rollout, and menu visibility Contribute to team hiring strategy, operational planning, and company-wide priorities Strategic Projects Lead high-impact growth projects (e.g. launching a trade loyalty program, London on-trade push, export testing) Evaluate and trial new sales channels (events, co-branded campaigns, keg partners, subscription pilots) Represent the commercial voice at internal leadership meetings The Ideal candidate. Nb these are all preferences and we can be flexible for the right person. 5 years experience in commercial roles in premium drinks or FMCG Deep knowledge of the UK on-trade: relationships, buying cycles, sales tactics Strong commercial instinct: pricing, margin protection, customer value Track record of opening and growing strategic accounts Skilled in CRM (HubSpot ideal), pipeline management, and data-driven sales Analytical mindset — comfortable with performance tracking, numbers, and forecasting Comfortable in high-autonomy, fast-paced environments A builder, not just a manager — you like to fix, improve, and scale Success metrics Volume and value of on-trade accounts won Increase in reorder rate and account value Distributor performance and coverage Sales process efficiency and CRM discipline Reduced operational friction and improved trade CX Strategic contributions across the business Tools you'll use HubSpot Google Workspace Excel / Sheets Trade order portals CRM dashboards, templates, and internal trackers Company stage Foreva Farmers is well-capitalised with five years of runway and full in-house production infrastructure. Our retail and D2C channels are performing, and we’re now prioritising on-trade expansion. This role is core to unlocking national commercial growth — with a direct impact on the company’s next chapter. Role type This is a full-time, founding-level commercial role . For the right person, it’s a pathway to Sales Director, Head of Commercial, or CCO as we scale.

Location: London, GB

Posted Date: 5/1/2025