Sales Lead

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:

You’ll take ownership of our ethnic foods and cash & carry channel strategy in the UK, deciding which accounts to prioritise and invest in, and where to step back, based on real commercial value rather than habit. This is a channel that’s grown on relationships, and we want someone who’ll bring fresh thinking to who we sell to and how, while building new business alongside the accounts we already have. You’ll personally manage a portfolio of key accounts across the South, and set the direction and standards for our Senior Commercial Manager (North). You’ll also lead our ethnic rice sales strategy across EU markets, identifying the right customers and routes to market as we grow internationally.

Annual & Quarterly Planning

You’ll build the annual coverage and promotional plan for the channel, setting clear account priorities, volume and margin targets, and a promotional calendar that gives the business a real roadmap rather than reactive decision-making. From there, you’ll break that plan down into quarterly execution plans with defined activity, clear ownership and a regular review cadence, bringing structure and accountability to a market that’s traditionally been run on relationships. You’ll report progress directly to the COO and SLT on a regular cycle, flagging risks and opportunities early so the business can act on them in good time.

Commercial Execution

You’ll lead negotiations on trading terms, listings and promotional activity with our cash & carry, wholesale and ethnic foods customers, and take full ownership of the promotional plan for the channel. You’ll work closely with supply chain, finance and marketing to ensure forecasts, pricing and promotional mechanics are realistic, deliverable and profitable.

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

Package

Bonus

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