Head of Sales (Off-Trade)

Company: LEC Beverages Limited (London Export Corporation Group)

Brand: Tsingtao Beer (UK Sole Distributor)

Location: London based, office and field based

Salary: £80,000–£90,000 per annum plus performance related bonus

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About the Company

LEC Beverages Limited is the UK sole distributor of Tsingtao Beer, China’s most iconic and internationally recognised beer brand. Tsingtao is sold in over 100 countries worldwide and is one of the largest beer brands globally by volume.

LEC Beverages is part of London Export Corporation, a long-established UK trading group with a 70-year history working with Chinese brands and companies. We are now entering a critical growth phase in the UK and are looking to strengthen our senior commercial leadership.

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The Role

We are seeking an experienced Head of Sales (Off-Trade) to lead and grow Tsingtao Beer across the UK off-trade market.

This is a senior, hands-on role for someone who has spent many years working with UK retailers and understands how to drive volume, manage key accounts, and build distribution at scale.

The role combines strategic leadership with day-to-day execution. You will manage the overall sales strategy while personally owning key off-trade relationships.

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Key Responsibilities

\t•\tOwn and lead all UK off-trade sales for Tsingtao Beer

\t•\tManage and grow relationships with major retailers, wholesalers, and cash and carry groups

\t•\tDevelop and execute a clear sales strategy to drive volume, distribution, and rate of sale

\t•\tPersonally manage key national and regional accounts

\t•\tBuild and manage pricing, promotions, and commercial terms

\t•\tIdentify opportunities to clear stock efficiently while protecting brand value

\t•\tWork closely with marketing and operations to ensure stock availability and delivery

\t•\tForecast sales volumes and work with the wider team on stock planning

\t•\tRepresent the brand professionally with senior buyers and decision makers

\t•\tOver time, build and lead a wider sales team as the business grows

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What We’re Looking For

\t•\tSignificant experience selling beer or FMCG into UK off-trade retail

\t•\tProven track record managing national or large regional retail accounts

\t•\tDeep understanding of UK retail buying cycles and decision processes

\t•\tComfortable being both strategic and hands-on

\t•\tHighly driven, commercially sharp, and results focused

\t•\tSomeone who does not need heavy supervision and knows how to get things done

\t•\tStrong communicator with confidence dealing with senior buyers

\t•\tAmbitious and motivated by growth, responsibility, and impact

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Working Style

\t•\tLondon based role

\t•\tOffice based with regular time in the field meeting customers

\t•\tFull-time, fast-paced environment

\t•\tHigh level of autonomy and responsibility

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Why Join

\t•\tLead the UK growth of a globally recognised beer brand

\t•\tSenior role with real influence and ownership

\t•\tOpportunity to shape the future of the business

\t•\tCompetitive salary and performance-related bonus

\t•\tLong-term progression as the business expands