Head of Private Client Sales (Build Your Own Desk) in London

Build and lead a high-performing private client sales desk.

Location: London, UK

Type: Full-time

Start date: Ready when you are

WineFi is a multi award-winning platform for investing in fine wine and spirits. Since launch, we have grown rapidly, built an international investor base and established WineFi as one of the most recognisable and exciting businesses in the category. We have been featured in the Financial Times, Wealth Briefing, The Buyer, The Drinks Business, Digital Frontier and many others. We are backed by leading fine wine group Coterie Holdings, alongside SFC Capital, Founders Capital and a number of exceptional angel investors. Now, we are expanding. Our latest launch, Tequila Reserve, extends the WineFi model into premium spirits, offering investors direct exposure to individual barrels of tequila and opening up a significant new growth opportunity for the business.

This role is dedicated entirely to Tequila Reserve and focused primarily on new business. You will be responsible for building and leading its private client sales function from the ground up, recruiting and managing the team, developing the sales operation, opening new client relationships and continuing to sell personally. Our ambition is to make Tequila Reserve the category-defining brand in tequila investment, and we are looking for the person who can build the sales engine to help us get there.

Why This Role, Now?

We are looking for an experienced sales leader who has already built and managed a successful sales floor and wants the autonomy to do it again. This is a hands-on, entrepreneurial role with real commercial responsibility. You will recruit and train the team, manage the floor, set standards, drive performance and continue to sell personally. You will carry a clear personal sales target alongside responsibility for the overall desk target. We are not looking for someone to inherit a mature sales function. We want someone who knows how to build one.

You will be responsible for:

• Building the Desk: Recruit, train and develop a team of high-quality private client salespeople with experience in wine, whisky, spirits or other high-ticket client-facing sales environments. Create the structure, processes and culture required to build a productive and commercially successful floor.
• Managing Performance: Own day-to-day performance across the desk, including activity, pipeline, conversion rates, individual targets and overall revenue. You will be expected to coach actively, address underperformance quickly and create clear accountability across the team.
• Selling: Continue to manage and close your own clients, particularly larger and more sophisticated opportunities. We expect you to bring an established network of trusted private client relationships that you can continue to develop at WineFi, alongside working our existing investor and prospect database.
• Training & Development: Build a structured onboarding and training programme for new hires, listen to calls, improve sales technique, sharpen objection handling and develop team members into consistent producers.
• Standards: High integrity is non-negotiable. You will be responsible for ensuring that the desk operates in strict accordance with WineFi’s fiduciary responsibilities, client-first principles and approved sales standards. You will be building the desk, not the infrastructure around it.

WineFi already operates with HubSpot, Notion, Slack and Google Workspace, and we have our own established investor and prospect database for the team to work from. You will also have access to existing sales collateral, marketing support, product expertise and the wider WineFi team, as well as our proprietary market-beating data models. As the desk grows, you will have meaningful input into the tools, processes and additional resources required to scale it.

What You Bring:

• Proven experience building and managing a successful sales floor.
• A strong personal track record in high-ticket private client sales.
• An established black book of trusted client relationships.
• Experience in alternative assets, collectible investments (e.g. wine, whisky), property, or a closely related environment.
• A demonstrable track record of hitting ambitious individual and team sales targets.
• An entrepreneurial mindset and the ability to build rather than simply manage.
• Experience recruiting, training and retaining productive salespeople.
• Strong commercial instincts and a deep understanding of pipeline, conversion and sales performance.
• Exceptional judgement and professionalism.
• The credibility to lead from the front and continue selling personally.

What Success Looks Like:

A productive private client desk built from scratch, ambitious sales targets consistently met or exceeded, strong personal production, high-quality recruitment, improving team productivity and a sales operation that becomes a major contributor to WineFi’s growth.

Base salary: Flexible for the right person.

Personal commission: Commission on your own sales.

Floor override: Override on sales generated by the team you recruit and manage.

Equity: Available for someone who becomes instrumental in building this part of the business.

Macbook and Monitor. The structure is designed to reward both personal production and the value you create by building a successful desk.