at Fair Shot
We’re in the early stages of scaling up Inclusive Coffee™ to become a major revenue driver for our charity. As the Head of Coffee Sales, you’ll lead a newly established department focused on aggressively growing our wholesale and retail coffee sales. Your core responsibility will be driving business development, securing new accounts, and maximizing revenue opportunities through strategic partnerships and targeted sales initiatives. While we don’t roast in-house, we work closely with top-tier suppliers—your industry expertise will help turn those relationships into revenue. You’ll play a pivotal role in delivering our ambitious 3-year growth plan, building efficient sales systems, and establishing Inclusive Coffee™ as both a market leader and a financial backbone of Fair Shots’ social mission.
Work pattern: Full time 42.5 hours, hybrid working Paid Holidays – 30 days (including Bank Holidays) Pro rata 1 extra Friday off a month 1 hour of free work coaching a month
This is a role ideal for someone who is a mid-level professional with 3–5 years of sales and account management experience. We are looking for an experienced and connected individual in the coffee industry to join our team, to grow Inclusive Coffee™ from the ground up, with the potential to build out a Sales team in the future. You’ll be responsible for creating and building relationships with wholesale partners, managing accounts, and helping grow our mission-driven presence in the coffee industry.
This role balances both growth and relationship management: 60% new business development – focused on identifying and securing new wholesale and retail partners 40% account management – ensuring retention, service quality, and long-term partnership value
Strategic Leadership Lead the development and execution of a 3-year sales strategy aligned with Fair Shot’s long-term goals. Shape and refine the full customer journey—from first contact to post-sale support. Identify and capitalise on new market opportunities across retail and wholesale channels. Use market insights to inform forecasting, pricing, and product positioning. Collaborate with senior leadership on long-term planning. Set and track KPIs to ensure continuous performance improvement. Own and optimise the customer experience across all channels, in partnership with Marketing. Align go-to-market strategies with Marketing and Operations to meet customer needs. Understand and apply cup economics to support pricing and profitability decisions.
Wholesale Sales & Partnerships Drive growth through acquisition and management of wholesale clients (offices, cafés, hospitality, retail chains). Build strong B2B relationships and negotiate commercial terms with integrity. Adapt offerings—like pop-ups, tastings, and training—to suit client needs from small independents to corporates. Improve and scale wholesale processes, including account management, onboarding, and logistics. Co-manage the sales CRM to track deal flow and account activity. Partner with roasteries to ensure alignment in quality, sustainability, packaging, and storytelling. Monitor performance against key sales metrics and make data-driven decisions. Represent Inclusive Coffee™ at industry events and refresh traditional approaches (e.g. tastings, cuppings) with our social impact lens. Create and use a network to shape a growth roadmap. Include/work alongside Fair Shot graduates to embed them meaningfully in tastings, pop-ups, and client-facing roles.
Retail Sales Growth Lead retail sales strategy across eCommerce and in-person outlets/pop-ups. Use data to drive customer acquisition, retention, and lifetime value. Work with Marketing to ensure brand consistency and campaign success. Collaborate with roasteries on packaging formats tailored to audience needs (e.g. 500g bags). Co-develop targeted B2B and B2C campaigns that align with our mission
