Head of Sales - Tequila Reserve (£300k+ OTE)

Head of Sales - Tequila Reserve (£300k+ OTE)

Build WineFi’s Tequila Reserve sales floor from scratch. Recruit the team, run the floor, sell alongside them.

Location: London

Type: Full-time, In-Office

WineFi is a multi award-winning platform for investing in fine wine and spirits.

Since launch, we have grown rapidly, built an international investor base and established WineFi as one of the most recognisable businesses in the category.

We have been featured in the Financial Times, WealthBriefing, The Buyer, The Drinks Business, Digital Frontier and others.

We are backed by leading fine wine group Coterie Holdings, alongside SFC Capital, Founders Capital and a number of exceptional angel investors.

Now, we are expanding.

Our latest launch, Tequila Reserve , extends the WineFi model into premium spirits, offering investors direct exposure to individual barrels of tequila and opening up a significant new growth opportunity for the business.

Our ambition is to make Tequila Reserve the category-defining brand in tequila investment.

To do that, we are building a dedicated new business sales floor from the ground up .

We are looking for the person to build it.

The Opportunity

This is not a role managing an established sales department. Your job is to build the Tequila Reserve sales floor from the ground up.

You will recruit the team, establish the culture, implement the operating rhythm, manage daily performance and, particularly in the early stages, continue selling personally.

The initial objective is to build a small, productive new business desk and then scale it aggressively as performance is proven.

Our current plan envisages the sales operation growing from its initial hires to approximately 12 salespeople by May 2027 , supported over time by team leaders and additional management infrastructure.

Sales volume is expected to scale alongside the team, to more than £1m per month.

We need someone who has built this kind of operation before and wants the autonomy to do it again.

Build a scalable, high-performing new business sales operation around Tequila Reserve and turn it into a major revenue engine for WineFi.

Build the Floor

Recruit, train and develop high-quality new business salespeople.

Initially, you will build a small team of productive brokers before scaling the floor materially as performance is demonstrated.

You will help determine when to hire, who to hire, how the team is structured and when additional team leaders and management layers are required.

Own the daily commercial performance of the floor.

That means having complete visibility over calls and outbound activity, talk time, appointments, pipeline creation, follow-up discipline, conversion rates, individual and team performance, revenue and gross profit.

You should be completely comfortable looking at sales activity every day and knowing who is performing, who isn't, and why.

Underperformance should be identified and addressed quickly.

Sell

You will remain a salesperson, particularly in the early stages.

You will carry a clear personal sales target alongside responsibility for the overall floor target, leading from the front by speaking to prospects, taking appointments, handling larger opportunities and demonstrating the standards expected from the rest of the team.

You need to understand the sales process at ground level rather than manage it purely through reports.

A major part of the role will be building the team itself.

You should have experience identifying promising salespeople, interviewing them properly and distinguishing genuinely productive brokers from people who simply interview well.

As the operation scales, you will build a repeatable recruitment engine rather than relying solely on recruiters.

Train

Build a structured onboarding and development programme that turns new hires into productive salespeople quickly and consistently.

You will be expected to coach actively, listen to calls, review performance, improve pitches and objection handling, and give clear feedback that helps people improve. Over time, you should be able to develop the strongest performers into consistent producers and, eventually, future team leaders.

Build the System

You will define the operating cadence of the floor, from morning meetings and call blocks through to pipeline reviews, target setting, coaching, reporting and accountability.

The objective is not simply to employ more salespeople.

It is to create a repeatable system capable of turning new hires into productive salespeople.

You will be building the sales floor, not the company around it.

WineFi already operates with HubSpot, Notion, Slack and Google Workspace , alongside an established investor and prospect database.

The sales team has access to:

• Existing prospect and investor data
• Marketing-generated leads
• Product and investment expertise
• Tequila market research and analysis
• Dedicated marketing support
• WineFi's wider operations, investment and data teams

As the floor grows, you will have significant input into the technology, recruitment, processes and resources required to scale it.

What You Bring

Please read this section carefully. These are requirements, not “nice to haves”.

You must have previously recruited, trained and managed a successful new business sales floor and be able to demonstrate what you built.

You should also have significant experience in a comparable high-ticket, telephone-led sales environment. That could include alternative assets, FX, wine, wealth management, whisky, property investment, luxury collectibles or another sector where building trust and closing substantial new business over the phone is fundamental to the model.

We are looking for:

• Proven experience building and managing a new business sales team closing £1m+ per month.
• A strong personal track record in high-ticket sales.
• Demonstrable experience managing activity, pipeline, conversion and revenue.
• Experience recruiting, training and retaining productive salespeople.
• The ability to manage performance firmly and objectively.
• Strong commercial instincts and an entrepreneurial mindset.
• The credibility to lead from the front and continue selling personally.
• High standards of judgement, professionalism and client conduct.

We will provide leads, an existing investor and prospect database, marketing support and the wider WineFi infrastructure.

But we are looking for someone who brings something with them too: relationships, experience, credibility and a track record of generating new business in a comparable market.

This Role Probably Isn't For You If...

You have only managed established sales teams that somebody else built.

You have never worked in a high-ticket, telephone-led new business environment.

You don't have an existing network of private client relationships.

You have reached the point in your career where you no longer want to sell personally.

You dislike managing calls, activity levels and individual performance closely.

You believe sales management is primarily about motivation rather than measurement.

You want a large corporate infrastructure around you before you can perform.

Or you are uncomfortable making difficult decisions about underperformance.

What Success Looks Like

In the first phase, you have built a small, productive sales team with clear activity standards and a repeatable sales process.

From there, you scale the operation progressively towards a floor of approximately 12 productive salespeople , supported by the appropriate management structure.

Monthly sales volume moves from tens of barrels into the hundreds. You continue producing personally while building strong team production. Calls, pipeline, conversion and revenue are measurable and predictable. Recruitment and training become repeatable rather than ad hoc.

Ultimately, you have built a new business sales operation that becomes one of WineFi's principal growth engines.

Realistic £300k+ OTE for a high performer.

The structure is designed to reward both your own production and the value you create by building a successful floor.

Compensation will include:

• Uncapped personal commission
• Floor override on sales generated by the team you recruit and manage
• Performance bonus as the operation scales
• Equity for someone who becomes instrumental in building Tequila Reserve

There is substantial upside for someone capable of delivering the scale described above.

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