Sales Director UKI

You probably know us best through our beloved brands: Deliciously Ella for our range of plant-based food products and delicious recipes; Organix for our tasty toddler snacking range; and Goodies for fun pre‑schooler snacks. This is a unique opportunity to lead the Sales agenda and make a visible impact in a leading company that prioritises growth, high performance and building strong, purpose‑led brands. We’re proud of our strong heritage of using business as a force for good in the UK food landscape – building brands that connect deeply with consumers; leading our categories in key retail partners; and offering delicious, better‑for‑you snacking options to all age groups.

This is a senior leadership role for a commercially driven business leader, responsible for defining and delivering the UK&I Commercial strategy, driving sustainable revenue growth across all channels and customers. Our three brands are each at different and exciting stages of growth. With strong retail partnerships already in place across the market, we have a significant opportunity to accelerate distribution, strengthen execution and unlock the next phase of growth for our brands. This role will lead the commercial agenda across the portfolio, driving sustainable sales growth through exceptional in‑store and online execution, category leadership and customer collaboration.

The Sales Director will play a critical role in expanding our presence with existing retail partners while identifying and unlocking new channel opportunities. Alongside driving distribution growth, there is a meaningful opportunity to help shape the future of our portfolio, enhancing our existing ranges, entering new categories and bringing innovation to market in ways that strengthen our brands and deepen consumer relevance. We are looking for a commercially ambitious and strategic sales leader who thrives in a fast‑paced FMCG environment, combines strong relationship‑building with executional excellence, and is excited by the opportunity to grow brands with real purpose and momentum.

The Sales Director Hero UK&I is a pivotal member of the UKI Senior Leadership Team, reporting to the General Manager. You will partner closely with Marketing, Finance, Supply Chain, and Category teams to deliver aligned and impactful business plans.

You’ll be leading a talented and energetic team across Grocery, E‑commerce, Out of Home, Category and Shopper Marketing, with 6 direct reports and a total team of 18, based out of our London and Bournemouth offices.

• Lead the UK&I commercial strategy across Organix, Deliciously Ella and Goodies to deliver sustainable sales and profit growth.
• Provide inspiring leadership to the sales team, supporting professional development, performance feedback, and day‑to‑day coaching.
• Build strong strategic partnerships with key retail customers and lead joint business planning.
• Drive distribution growth across existing customers and unlock new channel opportunities.
• Champion and deliver operational sales excellence.
• Deliver best‑in‑class in‑store and online execution to grow visibility, availability and sales performance.
• Support the team in key customer negotiations, JBPs and commercial planning and category growth initiatives.
• Oversee Shopper Marketing to deliver impactful, insight‑led activation across channels.
• Shape portfolio growth through innovation, range expansion and entry into new categories.
• Lead, develop and inspire high‑performing teams across Sales, Category Management and Shopper Marketing.
• Use data, insight and market trends to identify opportunities and drive performance.
• Work closely with Marketing, R&D, and Finance teams to align sales strategies with overall business objectives and drive measurable impact.
• Manage sales budgets, business planning, and forecasting, ensuring optimal allocation of resources for business growth.
• Engage effectively with internal and external stakeholders, fostering strong relationships and cross‑functional collaboration.

• Extensive experience (10+ years) in FMCG sales and commercial leadership roles.
• Proven track record of delivering sustainable growth across major UK retail customers.
• Strong experience in leading customer negotiations, including JBPs and high‑value commercial agreements.
• Deep understanding of UK retail landscape across Grocery multiples, Out of Home, e‑commerce, and alternative channels.
• Experience working in a category‑led operating model.
• Strong commercial acumen, including pricing, promotions, and P&L management.
• Exceptional stakeholder management skills, with the ability to influence and align cross‑functional teams.
• Experience leading and developing high‑performing sales teams.
• Strong analytical capability, with the ability to translate data into actionable insights.
• Excellent communication, negotiation, and presentation skills.

• A fast adopter who embraces change and adapts to evolving business needs.
• A strategic thinker who is decisive, proactive, and results oriented.
• An inclusive leader, able to empower others and build energy and enthusiasm within the team.
• A relationship builder, skilled at navigating complex environments and driving consensus.

You’ll be based in our London office on Tottenham Court Road. Your team will be located across London and Bournemouth, meaning you’ll need to travel to Bournemouth around 1-2 times a month (an overnight stay and travel will be covered by the company). You may also be expected to travel abroad from time to time for Hero Group meetings. We have a flexible hybrid working policy, with a minimum of two days per week in the office, but we encourage our team to be together as much as possible.

You will have the opportunity to be part of a mission driven business at a hugely exciting point in our growth trajectory, where your voice is heard and where you’re able to actively impact our business. Some great perks in working for Hero UK&I include:

• 25 days holiday + bank holidays + your birthday off.
• Private Medical Insurance from day one (plus dental and optical fund).
• Life Assurance and Income Protection.
• Contributory pension scheme starting with 5% employer contribution, moving to 10% with service, and access to free pension advice.
• Enhanced maternity and paternity pay.
• Access to Grocery Aid employee assistance resources.
• Massages & Reflexology when you are in our Bournemouth office.
• Psycle Classes when you are in our London office.
• Salary sacrificed schemes: Childcare support, Home & Tech, Bike to Work and Electric Car Schemes.
• On‑site parking at our Bournemouth Office.
• Hybrid Working and Flexible Bank Holidays.
• Summer hours in July and August.
• Office perks including team breakfasts and lunches and snacks from all our UK brands.
• Learning Opportunities and Study Leave.
• Free Deliciously Ella App Access for you and five friends and family.

Hero UK&I is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, colour, religion, sex, sexual orientation, gender identity, national origin, age, disability, or any other protected category under applicable laws.