Sales and Account Manager (Wholesale)

Sales & Account Manager (Wholesale)

Reports to: Head of Sales

Location: London (Office-based Mon & Fri, outbound sales activity Tues–Thurs)

Hours: 45 hours per week

About Redemption Roasters

Redemption Roasters is a specialty coffee company with a social mission at its core. We roast high-quality coffee while creating career pathways for people leaving prison.

We are now in a focused growth phase, expanding our wholesale presence across the independent, quality-led hospitality sector.

The Opportunity

This is a structured, commercially focused sales role at the centre of our wholesale growth.

We are looking for someone who can:

• Generate new business consistently through outbound activity
• Bring and leverage an existing network within hospitality and specialty coffee
• Operate within a clearly defined sales framework
• Contribute commercially from the outset

Success in this role comes from discipline, consistency, and commercial judgement - not discounting or short-term wins.

Target Customers

You will focus on acquiring and developing accounts across:

• High-quality independent specialty cafes
• Multi-site operators with complex equipment needs
• Premium guest accounts
• Hotels, garden centres, and more

Working Structure

• Monday & Friday: Office-based (pipeline management, CRM, internal coordination, tastings)
• Tuesday-Thursday: Dedicated outbound sales (cold calling, lead generation, meetings, tastings)

This role requires high-volume, consistent outreach and strong personal organisation.

Core Responsibilities

1. New Business Development (Primary Focus)

• Generate leads through structured outbound activity (including cold calling)
• Contact decision-makers and secure roastery tastings
• Build and maintain a healthy, active pipeline
• Leverage your network to convert opportunities into long-term wholesale accounts

2. Sales Process Ownership

• Run every opportunity through our defined sales process:
• Book roastery tastings (primary objective of first contact)
• Establish volume and assign correct pricing tier
• Structure accounts clearly (price tier, support level, agreement status)
• Maintain discipline in how opportunities are qualified and progressed

3. Commercial Discipline

• Adhere strictly to our sales principles and process
• Position value through:
• Coffee quality
• Customer experience
• Long-term partnership

4. Account Management & Development

• Manage relationships with our existing customers in the independent sector
• Develop existing accounts through volume, product range, and engagement
• Identify opportunities to move customers into deeper partnership

5. Coffee Expertise & Training

• Deliver barista training, dial-ins, and quality control from day one
• Lead tastings confidently
• Represent the brand with credibility in all technical conversations

6. CRM & Organisation

• Maintain accurate and up-to-date records in Prospect CRM.
• Track pipeline, activity, and conversion rate
• Manage time effectively across outreach, meetings, and admin

Our Sales Principles

• We are a value-led business - not price-led
• We prioritise long-term, sustainable accounts over short-term wins
• Every account must sit within a clear commercial structure

What Success Looks Like (First 3-6 Months)

• Consistent outbound activity and strong pipeline generation
• Regularly booked and attended roastery tastings
• New accounts opened within target sectors
• Clear adherence to pricing, support, and agreement frameworks
• Demonstrated ability to operate independently and deliver results

What We’re Looking For

Essential

• Proven experience in wholesale coffee or hospitality sales
• Existing network within London’s independent hospitality or coffee scene
• Confidence in cold calling and outbound sales
• Ability to work independently and manage your own pipeline
• Strong understanding of specialty coffee (dial-in, extraction, cupping)
• Experience delivering training or customer-facing presentations
• Strong organisational and CRM discipline
• Full UK driving licence

Non-Negotiables

Comfortable with structured sales processes and clear commercial rules

Able to handle price objections without discounting

Willing to do consistent, high-volume outbound activity

Able to contribute commercially from the first month

Why This Role Matters

This role is critical to building a wholesale base that is:

• Commercially sustainable
• Operationally manageable
• Aligned with our brand and quality standards

Benefits

• Free coffee and tea at all shops
• 50% off food and 30% off retail coffee
• Generous incremental annual leave allowance based on service length
• Option to purchase up to 3 additional annual leave days per year
• 1x Christmas and 1x Summer party
• 3 professional development days allowance per year
• Phone and laptop if applicable
• Passionate working environment and culture
• Employee Assistance Programme
• Cycle to Work Scheme
• Access to high street discounts available through BHN Extras
• Up to £400 referral bonus

Equality & Diversity

Redemption Roasters is an international and multicultural business with customers, suppliers, and employees from across the globe. Fostering diversity in the workplace is both right and good for business. Gender, belief, ethnicity, origins, disability, sexual orientation, marital status, age or history of incarceration doesn't matter. If you perform, you'll fit in, whoever you are. We welcome applications from people with backgrounds traditionally underrepresented in the specialty coffee industry.