Head of Sales Hybrid

Role: Head of Sales
Reporting to: CEO
Salary: £75k + Sales incentive

Location: Cornwall / Hybrid UK home-based. Travel required incl. HQ in North Cornwall approx. once per month plus customer travel within UK (regularly) and International (occasionally).

We are looking for a driven and ambitious candidate to lead StEval into its next stage of sustainable growth by developing a clear, commercial UK sales strategy that enhances regional performance, grows national market presence, establishes a scalable commercial model for the flagship store and future retail channels, and positions the business for successful, phased international expansion. A key priority will be to empower and develop the existing team while strategically building additional capability to support long term growth.

We are an environmentally conscious candle maker with bold ambitions to grow from local hero to household name. Our inclusive, family led culture encourages innovation, creativity, and operational excellence. Located on the stunning North Cornish coast, we foster a community driven workplace built on ethical and sustainable principles and are proud to be B Corp certified.

• Senior sales leadership experience within consumer goods (FMCG) and/or food & drink (or closely aligned category with similar routes to market).
• Proven track record of delivering growth in a scale up environment, ideally through the £7m-£20m turnover journey (or equivalent complexity and pace).
• Demonstrable success developing and executing a UK sales strategy, including segmentation, channel priorities, pricing / margin management, and growth planning.
• Experience building and leading a sales team (hiring, coaching, performance management, territory design and cadence).
• Strong understanding of UK routes to market, typically including a mix of:
• independent retail / premium retail
• wholesale / distributors / buying groups
• Evidence of creating a national and regional sales approach (territory strategy, account prioritisation, field activity standards, and measurable outcomes).
• Experience working closely with an SLT/Board, translating strategy into execution and reporting against clear commercial KPIs.
• Experience launching into or scaling international markets (EU and/or other priority regions), including distributor selection, market entry planning, pricing, and route to market design.

• Leadership: can set direction and pace while also getting close to accounts, pitches, range reviews, and negotiation when needed.
• Strong commercial judgement with the ability to balance growth, profitability, and brand integrity.
• Highly collaborative, creative commercial thinker: able to work as part of a team, connecting the dots across Sales, Marketing, Product and Operations. Brings creativity and flair alongside precision and commercial rigour, essential for selling a brand led proposition like St Eval, not just hitting numbers.
• Excellent account management and negotiation skills, including the ability to influence senior stakeholders.
• Strong planning and forecasting capability: pipeline discipline, targets, revenue phasing, and scenario planning.
• Clear, confident communicator with the ability to bring others with them (internally and externally).
• High standards of personal organisation and team organisation; thrives in fast moving, resource conscious environments.

• Motivated to build something meaningful: aligned to sustainable growth, long term thinking, and being part of a small and ambitious SME.
• Collaborative leadership style: works well cross functionally with Marketing, Operations, Finance, Product, and Retail teams.
• Ambitious but grounded; brings pace, clarity, and accountability without compromising culture.

• UK-based with willingness to travel regularly, including monthly on site time at HQ in North Cornwall (and additional travel as customer needs require).

• Experience working with premium/lifestyle brands where brand positioning and retail execution are critical.
• Exposure to flagship retail or brand owned store growth (commercial model, store rollout support, partnership building, local…