Head of Wholesale + Field

General Description

An award-winning, high-growth FMCG challenger brand is seeking an exceptional Head of Wholesale & Field to accelerate its expansion across the UK. Operating at the intersection of impulse retail, fitness and wellness, the business has established itself as a category leader within natural energy and is recognised for its strong sustainability credentials.

This is a pivotal leadership role, responsible for driving commercial growth across wholesale, gym and field sales channels while building best-in-class execution on the ground.

The Basics:

• Salary: Competitive, experience dependent
• Working Hours: Full-time
• Location: London, hybrid available
• Reporting to: Head of Sales
• Perks: Complimentary access to fitness facilities, adventure incentives, remote-working allowance, and team experiences

The Role

1. Wholesale + Account Leadershop

• Own and grow key wholesale accounts across impulse and sport/fitness channels

• Develop and execute joint business plans with strategic partners

• Drive distributor performance, particularly across major UK metro areas, with clear availability and distribution targets

• Negotiate trade terms, pricing, and promotional investment to balance growth with long term profitability

• Act as the internal voice of the customer, influencing commercial and strategic decision making

2. Field Sales + Team Leadership

• Lead, inspire, and develop a high performing national field sales team

• Build and deliver a structured expansion plan for field headcount, with clear ROI and performance metrics

• Establish best in class in store execution across convenience, grocery, and fitness environments

• Set, track, and optimise KPIs focused on distribution gains, execution standards, and activation quality

• Coach and develop team members to consistently exceed commercial and execution targets

3. Fitness + Wellness Growth

• Own relationships with sport and fitness wholesalers, driving volume across premium gyms, independents, and health focused retailers

• Build and scale a dedicated gym strategy to secure long term presence in a competitive fitness landscape

• Identify and win new national gym and leisure accounts

• Collaborate closely with marketing teams to deliver impactful fitness led activations, events, and affiliate programmes

• Leverage industry networks of personal trainers, gym owners, and fitness influencers to amplify brand presence

4. Commercial Strategy + P&L Ownership

• Full ownership of the wholesale and field channel P&L

• Drive profitable growth through disciplined forecasting, investment planning, and ROI management

• Use commercial data and insights (e.g. EPOS, Nielsen, Kantar) to inform strategy and decision making

The Person

• Minimum 3+ years’ experience in FMCG, ideally within impulse, sports retail, or wellness

• Proven experience managing national accounts and/or leading field sales teams

• Strong commercial acumen with demonstrable P&L ownership

• Confident negotiator with a track record of building long term customer partnerships

• Highly data literate, comfortable using EPOS and syndicated data to drive action

• Inspirational, hands on leader with the ability to motivate and develop high performing teams

• Strategic thinker with a strong executional mindset

• Genuine passion for health, fitness, and sustainability

Please note that only applicants matching the strict criteria above will be contacted as part of the recruitment process.