B2B Sales Lead

Location: London/Hertfordshire with occasional UK travel
Employment Type: Full\-time
Experience: 5–7\+ years
Industry: Drinks / Health \& Wellness / Beauty / Supplements / FMCG

\*Full driving license required\*

About the Role

Sentia is a non\-alcoholic functional social drinks brand. You will be responsible for selling a range of 3 Sentia GABA spirits and 3 Sentia Ease RTDs.

We’re looking for an experienced, commercially driven B2B Sales Lead to take ownership of our B2B sales activity and help accelerate growth across the on\-trade, off\-trade and retail channels.

This is a hands\-on role for someone who knows how to open doors, win new business, build strong customer relationships and turn new accounts into long\-term, profitable partnerships.

The ideal candidate will have 5–7\+ years of B2B sales experience, ideally within drinks, health \& wellness, beauty, supplements or another FMCG environment.

You’ll have strong knowledge of the on\-trade, with proven experience opening and developing accounts. Experience across off\-trade, retail, grocery, convenience or specialist retail would be a major advantage.

Key Responsibilities

• Own and deliver the B2B sales strategy across on\-trade, off\-trade and retail channels.


• Identify, prospect and open new accounts, building a consistent pipeline of high\-quality opportunities.


• Develop relationships with bars, restaurants, cafés, hotels, gyms, wellness businesses, retailers and other relevant businesses.


• Identify and secure opportunities across off\-trade and retail, including independent retailers and larger retail groups.


• Manage the full sales process — from prospecting and pitching through to negotiation, listing, launch and ongoing account development.


• Build strong relationships with buyers, owners, managers and key decision\-makers.


• Grow existing accounts through increased distribution, range expansion, promotions and new product launches.


• Use sales data and market insight to identify opportunities and prioritise activity.


• Represent the brand professionally when meeting customers, attending trade events and developing new business.


• Work closely with Marketing, Operations and senior leadership to align sales activity with wider commercial objectives.


• Attend relevant trade events, tastings, exhibitions and customer meetings.


• Maintain accurate CRM records, sales forecasts and reporting.


• Monitor competitor activity and provide regular feedback on market trends, customer needs and opportunities.


• Help shape the wider B2B sales strategy as the business grows.

• 5–7\+ years of B2B sales experience, ideally within FMCG, drinks, health \& wellness, beauty, supplements or a similar consumer\-facing category.


• Proven track record of opening new accounts and winning new business.


• Strong knowledge of the on\-trade, with an understanding of how bars, restaurants, cafés, hotels and similar businesses buy and make listing decisions.


• Off\-trade / retail experience is a significant advantage, particularly experience working with independent retailers, grocery, convenience, health \& wellness or specialist retail.


• Confident negotiating with owners, buyers and senior decision\-makers.


• Commercially minded, with a strong understanding of margins, distribution, pricing and promotional activity.


• Highly personable and able to build genuine, long\-term customer relationships.


• Self\-motivated, proactive and comfortable taking ownership of a sales pipeline.


• Strong communication, presentation and negotiation skills.


• Comfortable using/building CRM systems and sales reporting tools.


• A genuine interest in the drinks, health, wellness, beauty or supplements space.

You’re someone who is commercially hungry, highly personable and confident opening doors with new customers.

You are genuinely interested in beverage innovation and non\-alcoholic alternatives for social drinking occasions.

You know how to identify the right decision\-maker, make a compelling pitch and ultimately win the account.

You’re equally comfortable developing an existing customer as you are chasing a completely new opportunity. You know how to build relationships and how to make the brand an important part of a customer’s business.

Experience across both on\-trade and off\-trade would be particularly valuable, as would an existing network of relevant industry contacts.

What Success Looks Like

• Consistent growth in new B2B account acquisition.


• Strong pipeline of qualified prospects across on\- and off\-trade.


• Increased distribution and revenue across existing accounts.


• Successful expansion into relevant retail and off\-trade channels.


• High\-quality, long\-term customer relationships.


• Successful new product launches and commercial initiatives.


• Clear, accurate sales forecasting and reporting.


• Increasing brand presence and visibility across the market.

• Performance\-related bonus / commission


• Pension


• Employee discount


• The opportunity to join a growing brand and play a key role in its commercial expansion.


• Significant scope for progression as the business and sales team grow.

Application question(s):

• Where are you located?

• Driving Licence (required)

• United Kingdom (required)

This listing is from Indeed. View original listing ↗