OUR JOURNEY:

We’re not your typical food company…
At Veetee, we’re not just shaking up the grocery aisle - we’re building a culinary passport for the world. With bold brands, authentic flavours, and game-changing formats, we’re on a mission to make global cuisine easy, exciting, and part of every household.
From award-winning innovations like Noodlehead , Ramenhead and Mac&Cheesehead to our signature steam-filtered rice trays, we’re rewriting the rules of ambient food, fast, flavourful, and full of purpose.
Born in the UK with deep global roots, we’ve transformed from a traditional rice supplier into a modern food powerhouse. Today, you’ll find us in every major UK supermarket, and we’re expanding fast across Europe, the USA, and beyond as we build a global footprint with real soul.

REQUIREMENTS:

• 5 – 10 years of proven success in FMCG sales, with deep knowledge of the UK market.
• Strong track record in branded food categories, ideally in ambient foods.
• Established relationships with major supermarkets and retail groups.

JOB PURPOSE:

We are on the hunt for a high-impact, commercially wired Sales Leader to fuel our next wave of growth in the UK grocery scene.
This role goes beyond sales - it’s about co-creating the future of one of the UK’s boldest challenger food brands. You won’t just chase listings - you’ll create demand, craft success, and help us break new ground with every shelf we land on. This role is for someone who thrives on pace, persuasion, and possibility - and knows how to turn ambition into real-world results.

WHAT YOU WILL BE DOING:

• Own It, Drive It: Lead our UK sales game, especially across top grocery and retail players. You’re not just part of the team; you’re the face of Veetee out there.
• Turn Buyers into Believers: Build rock-solid relationships with buyers, category managers, and distributors. Elevate every interaction into lasting brand advocacy.
• Challenge the Norm: Don’t just work the plan, rethink it. Spot white space, test new formats, drive NPD, and challenge the category norms at every turn.
• Team-Up to Level-Up: Work shoulder-to-shoulder with Marketing, Ops, and Finance to turn plans into reality.
• Live in the Market: Stay obsessively plugged in. Know what’s trending, what competitors are up to, and what our consumers are craving next and use that to stay three steps ahead.

KEY RESPONSIBILITIES:

• Commercial Leadership: Develop and execute sales strategies to drive revenue growth and market share.
• Retail Partnerships: Build, manage, and expand relationships with key retailers, including major supermarkets, distributors, and wholesalers.
• Market Development: Identify new opportunities, channels, and partnerships to strengthen brand presence and distribution.
• P&L Accountability: Own commercial performance, including pricing, trade spend, and sales forecasting.
• Cross-Functional Collaboration: Work closely with London HQ and India teams to align on brand, marketing, and supply chain initiatives.
• Team Leadership: Build and mentor a high-performing regional sales team to support long-term growth.
• Market Intelligence: Monitor competitive activity, market dynamics, and consumer trends to inform business strategies.

RESPONSIBILITIES:

• Collaborate with the Marketing team to align commercial strategies with brand marketing efforts, ensuring a cohesive and impactful market presence.
• Support the Management team in defining budgets, targets, and growth-driven strategies.
• Negotiate cost price changes, range, distribution, shelf positioning, promotional activities etc., to build the brand within the customer portfolio.
• Formulating customer-specific plans/strategies with the Management team that are aligned with the Finance team.
• Create and maintain demand forecast at volume, value, and profit level along with the Demand Planning team.
• Collaborating with Supply Chain team to build effective customer service and fulfilment to each retailer.
• Any other reasonable duties, responsibilities or requests that may be issued by management from time to time.