Head of Sales - Grocery & Out of Home

About TrueStart Coffee

TrueStart Coffee is among the fastest expanding coffee brands in the UK, delivering delicious and healthy coffee crafted to invigorate customers. Our award-winning portfolio reaches over 4,000 retail outlets across grocery, foodservice, out-of-home, wholesale, and eCommerce sectors. We are a passionate, purpose-driven, and values-led small team thriving on boundless energy. In 2026, TrueStart earned the rank of 13 in the FEBE Growth 100, recognizing the UK's most successful founder-led growing businesses.

Role Overview

This senior leadership position offers you the opportunity to spearhead sales strategy and team development across UK grocery and out-of-home channels such as foodservice, wholesale, workplaces, and hospitality. Working in close partnership with Ecommerce, Brand, Finance, and Operations teams, you'll be instrumental in delivering significant, profitable revenue growth in a founder-led, fast-growing organization supported by JamJar Investments.

Key Duties

• Lead and refine sales strategy across grocery, out of home, foodservice, and wholesale sectors.
• Drive ownership of sales outcomes and attain ambitious profit-oriented growth targets.
• Forge and sustain robust relationships with senior stakeholders at current and prospective clients.
• Identify, secure, and convert major new business opportunities.
• Lead significant customer negotiations, pitches, and commercial planning activities.
• Devise clear strategies for channels and customers.
• Maintain an accurate sales pipeline, with reliable forecasts and performance reports, identifying risks and prospects promptly.
• Lead, develop, and expand a high-performing sales team.
• Foster accountability, momentum, and positive energy throughout the sales function.
• Collaborate closely with Brand, Ecommerce, Finance, and Operations to execute effective customer plans and product launches.
• Participate actively as part of the senior management team, influencing broader company direction.

Candidate Profile

• Proven history of achieving ambitious revenue and margin increases.
• Strong background in UK grocery or foodservice/out-of-home sectors, preferably with experience spanning both areas.
• Experience managing major customer negotiations and developing commercial plans.
• Adept at generating new business personally and through team leadership.
• Commercially astute with solid financial insight.
• Excellent leadership, mentoring, and team-building capabilities.
• Confident engaging with founders, investors, and senior client figures.
• Experience working in entrepreneurial or rapidly growing environments.

Work Style

• Highly commercially driven, accountable, and motivated by growth challenges.
• Capable of viewing strategic overviews while focusing on critical details to drive execution. Brings clarity and structure without bureaucratic overhead.
• Confident, resilient, direct communicator who upholds high standards, solves problems efficiently, and energizes colleagues.

Why Join TrueStart?

TrueStart is at a thrilling phase of expansion as a dynamic challenger brand with exceptional products, substantial national clients, robust brand momentum, and founders committed to creating a leading category business. You will have substantial influence within a company that combines startup agility with established opportunity, empowering you to shape commercial strategy and scale our sales organization to new heights.

Additional Details

Location: Bristol/Bath area with some hybrid working flexibility.
Salary: £80,000–£100,000 depending on experience, plus up to 25% performance bonus, private healthcare, and share options.
Reports to: Co-Founder & CEO Helen Hills.

Application Instructions

Interested applicants should submit their CV along with a brief statement explaining why they’re the perfect fit for TrueStart and this role.