Head of Sales - Tequila Reserve

Head of Sales - Tequila Reserve (£300k+ OTE)

Build Wine Fi’s Tequila Reserve sales floor from scratch. Recruit the team, run the floor, sell alongside them.

Location: London

Type: Full-time, In-Office

Wine Fi 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 Wine Fi as one of the most recognisable businesses in the category.

We have been featured in the Financial Times, Wealth Briefing, The Buyer, The Drinks Business, Digital Frontier and 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 Wine Fi model into premium spirits, offering investors direct exposure to individual barrels of tequila and opening up a significant new growth opportunity for the business.

Our ambition is to make Tequila Reserve the category-defining brand in tequila investment.

To do that, we are building a dedicated new business sales floor from the ground up
.

We are looking for the person to build it.

This is not a role managing an established sales department. Your job is to build the Tequila Reserve sales floor from the ground up.

You will recruit the team, establish the culture, implement the operating rhythm, manage daily performance and, particularly in the early stages, continue selling personally.

The initial objective is to build a small, productive new business desk and then scale it aggressively as performance is proven.

Our current plan envisages the sales operation growing from its initial hires to approximately 12 salespeople by May 2027
, supported over time by team leaders and additional management infrastructure.

Sales volume is expected to scale alongside the team, to more than £1m per month.

We need someone who has built this kind of operation before and wants the autonomy to do it again.

Build a scalable, high-performing new business sales operation around Tequila Reserve and turn it into a major revenue engine for Wine Fi.

Recruit, train and develop high-quality new business salespeople.

Initially, you will build a small team of productive brokers before scaling the floor materially as performance is demonstrated.

You will help determine when to hire, who to hire, how the team is structured and when additional team leaders and management layers are required.

Own the daily commercial performance of the floor.

That means having complete visibility over calls and outbound activity, talk time, appointments, pipeline creation, follow-up discipline, conversion rates, individual and team performance, revenue and gross profit.

You should be completely comfortable looking at sales activity every day and knowing who is performing, who isn't, and why.

Underperformance should be identified and addressed quickly.

You will remain a salesperson, particularly in the early stages.

You will carry a clear personal sales target alongside responsibility for the overall floor target, leading from the front by speaking to prospects, taking appointments, handling larger opportunities and demonstrating the standards expected from the rest of the team.

You need to understand the sales process at ground level rather than manage it purely through reports.

A major part of the role will be building the team itself.

You should have experience identifying promising salespeople, interviewing them properly and distinguishing genuinely productive brokers from people who simply interview well.

As the operation scales, you will build a repeatable recruitment engine rather than relying solely on recruiters.

Build a structured onboarding and development programme that turns new hires into productive salespeople quickly and consistently.

You will be expected to coach actively, listen to calls, review performance, improve pitches and objection handling, and give clear feedback that helps people improve. Over time, you should be able to develop the strongest performers into consistent producers and, eventually, future team leaders.

You will define the operating cadence of the floor, from morning meetings and call blocks through to pipeline reviews, target setting, coaching, reporting and accountability.

The objective is not simply to employ more salespeople.

It is to create a repeatable system capable of turning new hires into productive salespeople.

You will be…