Senior Business Development Manager - Wholesale Food Industry Opportunity - UK&I

Reports to: UK Sales Team Lead

Location: London

Work Type: Hybrid; 3 days in office with WFH flex

Employment Type: Full Time

About Fresho

Fresho is a fast growing scale-up on a mission to transform the food industry for the benefit of people and the planet. Our order management software is revolutionising the way the entire industry operates - from day to day operations, to mental health and wellbeing, to food waste reduction. We work closely with wholesale fresh food suppliers and 45,000 restaurants, cafes, hotels and other foodservice venues. Central to our culture is the belief that our people are everything. We are purposefully building our culture alongside our business to make Fresho a fun, positive and inclusive place to work for our dynamic team of Freshonauts.

About the Role

We’re looking for a Senior Business Development Manager to join our team from our UK HQ in London, to grow our customer base in the UK & Ireland. This role is perfect for someone who thrives in high-stakes environments and is adept at navigating complex sales cycles to drive revenue growth and build relationships with target accounts.

This role would be ideal for candidates with:

• Proven success in UK food distribution, wholesale, or hospitality industry (UK industry experience is a priority over a technology sales background)
• Proven proficiency in senior-level commercial role - you bring established consultative sales capability and just need to learn our product and sales approach
• A strong track record of exceeding sales targets, including closing £20k+ annual deals and managing complex, multi-stakeholder sales cycles.
• A passion for transforming the food industry and solving customer pain points first-hand, with the resilience and drive to thrive in a fast-growing scale-up.

Good to Know

• Location: Join us at our UK headquarters at WeWork in Mark Square, London, where our team is driving growth across the UK & Ireland.
• Our Hybrid model sees our team with the flexibility to work from home 1-2 days per week when not needed in-office or on-site.
• Travel: Spend up to 50% of your time in the field across UK&I - visiting prospective customers, attending trade shows, and building local business relationships.
• Hours: This role requires someone with ongoing schedule flexibility. There is work outside of core business hours to support internal collaboration with global teams and align with supplier schedules or work in the field.

What Success Looks Like in This Role

• You’ll be successful if you can balance consistent new business generation, strategic account growth, and cross-functional collaboration - while staying close to the customer and industry to ensure Fresho’s mission truly resonates.
• Consistently exceeding quarterly and annual sales targets through a healthy mix of quick wins and longer, strategic deals.
• Building a high-quality, reliable pipeline of opportunities across the UK & Ireland, with Salesforce kept as a single source of truth.
• Strong relationships developed with decision-makers and influencers in the food distribution and hospitality industry.
• Clear ownership of core sales outcomes: pipeline velocity, enterprise account growth, and recurring revenue targets.
• Acting as a trusted voice of the customer, providing structured feedback that informs Fresho’s product evolution.
• Demonstrating resilience and adaptability in a fast-growth, scale-up environment — balancing urgency with long-term value creation.
• Living Fresho’s mission in-market: representing our purpose with authenticity and passion, and showing customers how we can genuinely transform their businesses.

Responsibilities

• Exceed sales targets by building relationships with key accounts, converting those opportunities into revenue.
• Balance quick wins with longer, complex sales cycles, securing both immediate impact and long-term customer partnerships.
• Build and maintain a high-quality pipeline, using Salesforce as the single source of truth for all activity and forecasting.
• Identify, prioritise, and qualify businesses across the UK & Ireland food distribution and hospitality sector.
• Lead businesses through the full buying journey, from discovery and consultative solution selling to contract negotiation and handover to the onboarding team.
• Apply a solution-led approach, ensuring Fresho’s platform is positioned to directly solve industry pain points.
• Regularly analyse sales data to refine strategy, improve pipeline velocity, and ensure reliable deal flow.
• Cultivate strong relationships with customers, decision-makers, and industry thought leaders to establish Fresho as a trusted partner.
• Actively gather market and customer feedback, sharing structured insights with Product and other teams to shape Fresho’s evolution.
• Stay up to date with new product features and industry trends, articulating their value to prospects and existing accounts.
• Partner closely with SDRs to shape prospecting strategies and ensure strong pipeline generation.
• Provide guidance, coaching, and feedback to SDRs to help develop their skills and accelerate overall team success.
• Act as a senior voice within the sales team, sharing best practices and helping raise the bar across the pod.

Qualifications, Skills, and Experience

• UK Food Industry knowledge: 2+ years selling into or working within food distribution, wholesale, or hospitality; understands sector pain points and buying dynamics.
• Solution sales experience: 3+ years consultative/solution sales experience with a technical or complex product.
• In-field UK sales experience: Demonstrated success in face-to-face, territory-based, or field sales roles - building relationships on-site with customers and closing deals in-person.
• Proven sales success: Strong record of exceeding quotas, including closing £20k+ annual contracts and managing complex, multi-stakeholder sales cycles.
• Executive engagement: Comfortable pitching to senior executives, aligning solutions to strategic objectives.
• Consultative selling: Skilled at discovery, solution alignment, and contract negotiation through to close.
• Pipeline management: Experienced in prospecting, qualification, demand generation, and maintaining accurate forecasting in Salesforce or similar CRM.
• Executive-level communication: Confident presenting to, negotiating with, and influencing senior stakeholders.
• Commercial acumen: Data-driven approach to pipeline management and sales strategy.
• Adaptability: Thrives in fast-paced, high-growth environments without large-company resources.
• Tech-savvy: with experience using CRM’s, and tools Google Workspace, Trello, Slack.

Must-Haves

• Travel and flexibility within your schedule: Able and willing to travel regularly across the UK & Ireland, with a valid driver’s licence required.
• Location: ability to work in a hybrid environment from our London HQ.

It’s a Bonus if You Bring

• SaaS sales experience layered on top of industry knowledge.
• Advanced Salesforce expertise (dashboards, reporting, forecasting).
• Established network across UK wholesalers, processors, distributors, or industry associations.
• Early-stage or scale-up sales experience in the UK & Ireland market.
• Familiarity with the foodservice supply chain (procurement, pricing, logistics).
• Experience in global companies with offices in London, UK or New York, US.

In return we’ll offer

• Employee Share Option Plan so you can share in Fresho’s success.
• Weekly and monthly events provided by WeWork.
• LinkedIn Learning Subscription with weekly work time dedicated to growing new skills.
• Mentoring programme to help you grow and exceed your potential.
• Flexible working with hybrid arrangements.
• Regular socials (with snacks and drinks of course!).
• Fresho merch so you can look sharp in our branded swag.
• Referral bonuses - invite your friends and get paid for it!
• Employee Assistance Program to support your mental health and wellbeing.
• CEO Book Club where role related e-books are on us.