Head of Wholesale

We are looking for a Head of B2B Sales to own and elevate our commercial performance across the hospitality sector.

ABOUT THE ROLE

Natoora has spent two decades reshaping how chefs think about fresh produce — championing seasonality, varietal diversity, and building direct relationships with a vast network of growers. Our B2B channel is where that mission lives most vividly, in the kitchens and dining rooms of the restaurants we supply every day.

We are looking for a Head of B2B Sales to own and elevate our commercial performance across the hospitality sector. This is a senior, hands-on leadership role: you will be responsible for the full B2B sales function — from team performance and pipeline management through to new business strategy, account growth, and the commercial frameworks that underpin how we operate.

Your role is to align the Customer Account Manager and New Business teams around shared commercial goals, set the performance standard, and personally lead on large-scale opportunities that require senior-level engagement.

You will report into the UK Managing Director and work closely with Operations, Product, and Brand to ensure our sales strategy reflects the quality of what we source and is genuinely aligned with the Natoora mission.

Responsibilities

Lead and develop the team

Line-manage the B2B Sales Manager, New Business Manager, and Customer Service Manager — setting clear objectives, running structured reviews, and developing each into stronger commercial leaders. Build a high-performance culture across the combined B2B function through honest feedback, proactive coaching, and a genuine investment in each person's growth. Work with your managers to establish team-wide KPIs and hold them accountable for delivery. Implement spend frameworks that protect margin and ensure both teams are focused on the right customer mix.

Shape and drive new business strategy

Set the new business strategy and work closely with the New Business Manager to translate it into a clear, executable plan with defined targets, pipeline milestones, and conversion benchmarks. Provide hands-on support on high-value prospects — joining key meetings, shaping outreach, and coaching on deal progression. Identify new account opportunities across hospitality, retail, contract catering, and non-core customer types. Personally lead on partnerships and new openings that require longer relationship-building cycles or senior-level engagement.

Own tenders and large contracts

Lead Natoora's tender strategy end-to-end — developing a repeatable approach to identifying, qualifying, and winning large contract opportunities. Lead the preparation and submission of tender documents for group procurement, contract catering, and institutional clients, coordinating input across operations, finance, and the sales team. Build and maintain relationships with procurement leads and group buyers across hospitality groups and large-scale operators. Negotiate and close multi-site contracts, managing commercial terms, pricing structures, and service-level commitments.

Drive account growth and retention

Work with the B2B Sales Manager to build and execute a structured programme for reactivating low-spending and lapsed accounts — with root cause analysis at the heart of every recovery plan. Oversee the pipeline for at-risk accounts, providing strategic input on retention plays that require senior-level intervention. Build cohort-level insight across both teams — tracking account health and engagement over time to drive proactive commercial decisions.

Own the commercial strategy and forecasting

Work with the MD and leadership team to shape the commercial strategy — translating high-level goals into clear plans that your managers can execute against. Maintain rigorous pipeline visibility across both functions, using data to forecast accurately, spot gaps early, and reallocate focus where it matters most. Partner with marketing and operations to develop propositions for new verticals and emerging procurement channels.

ABOUT YOU

• Proven experience leading B2B sales teams — managing managers, not just individual contributors, with a track record of building teams that perform
• Strong background in new business and account growth within food, hospitality, or premium FMCG
• Hands-on experience with tenders, large contract negotiations, and group procurement environments
• Commercially sharp: comfortable with deal economics, pricing strategy, margin frameworks, and contract terms
• Skilled at pipeline management and commercial forecasting — able to hold a team accountable through data, not instinct
• A genuine people developer — you invest in your managers and know how to bring out the best in experienced leaders
• A genuine passion for food, provenance, and the restaurants we supply — you care about this, not just commercially
• Knowledge of the premium hospitality or food supply sector and its buying dynamics is a plus
  

What success looks like

First 6 months: both teams are clear on expectations, performance conversations are structured and consistent, and the pipeline is live, well-managed, and aligned with the commercial strategy. The tender approach is taking shape and the first significant contract opportunities are in motion.

6 to 24 months: the B2B function is performing at a measurably higher level, new business is landing in accounts that genuinely move the needle, and Natoora's commercial operation is recognised internally as a real engine of growth — led by a team that understands what we stand for and sells accordingly.

PERKS

• Natoora produce at a significant discount.
• Your birthday off (once you’ve hit the 6-month mark)
• Lunch made with the same seasonal produce we supply to chefs
• Kitchen stocked by our own growers and producers

Our vision for a better food system is built on real human relationships and a diversity of experience, perspective and ideas. We are committed to equality of opportunity and welcome applications from individuals, regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief.

Email your CV to alba.rodriguez@natoora.com and tell us why you want to join the team.