Head of Sales - London

Co-owned by Ellie Goulding, SERVED has quickly become one of the fastest growing ready-to-drink brands in the UK, with Heineken acquiring a significant minority stake in September 2023.

The SERVED range includes award winning ready-to-drink cocktails and hard seltzers, made using only the finest natural and sustainably sourced ingredients, wonky fruit, and premium spirits.

Since launching in July 2020, SERVED has recorded triple digit growth year-on- year with 2024 growth forecast to exceed this.

SERVED is now available in 5,000+ distribution points (and growing) across the UK including Tesco, Morrisons, WHSmith, Ocado, Majestic, Co-Op, Booker, multiple retail forecourts and in many of the UK’s most prestigious retailers including Selfridges, Harvey Nichols, Planet Organic, Daylesford Organic.

The UK RTD category has grown 47.5% in the last five years and was worth £866m in 2022. The ready-to-drink cocktail category grew by an astonishing 24% last year, as consumers look to enjoy high-quality cocktails in a convenient and sustainable format, a trend that shows no signs of slowing down.

We are led by a team who are passionate about the brand and maintain exceptionally high standards in all aspects of the business. We’re looking for like-minded people who are entrepreneurial, self-starters, hungry and itching to make things happen.

The Opportunity

An exciting opportunity to join the SERVED team and lead our off-trade team as our off-trade channels grow exponentially. Reporting to and working directly alongside the founders, the brand is looking for an entrepreneurial and ambitious Head of Off Trade to take ownership of our off-trade channels and team, build long term relationships and deliver category leading growth.

What you’ll be responsible for

  • Developing and delivering channel strategy, with full P&L accountability and budget management of the total off-trade
  • Recruiting, managing and developing an exceptional off-trade team to deliver growth in-line with channel strategy.
  • Building strong JBPs with customers to ensure profitable growth plans and business objectives.
  • Developing long-term relationships with buyers and other key decision makers.
  • Seeking out and securing new business opportunities in the off-trade, with a particular focus on the national grocery and convenience channels.
  • Delivering brilliant category driving annual business plans focusing on key growth drivers including share of shelf, POS, distribution, pricing, promotions and investment.
  • Owning your own demand forecast, working collaboratively with operations and finance.
  • Analysing sales data to continually improve and develop sales strategy.
  • Sharing data and insights to the business with clear objectives.

What we’ll be looking for in you

  • Education to at least degree level, or equivalent, with a minimum of 5 years previous experience within a branded and fast-growing, food or drinks brand.
  • You’ve been directly responsible for the off-trade or grocery channel with full P&L responsibility.
  • Able to demonstrate a track record of successfully surpassing KPIs.
  • You must have strong existing relationships within the grocery, convenience and off-trade channels.
  • Personable and articulate with strong communication and influencing skills.
  • You are results orientated, think commercially, value every pound and you’re a great brand ambassador.
  • You are positive, ambitious, self-sufficient, great with people and a real team player
  • You are extremely well organised, with a structured, methodical approach to work.
  • You have a passion for working within a small, fast-paced and entrepreneurial environment where no task is too small.
  • Available to commute to our London office with flexible working

What’s in it for you

  • To be part of one of the fastest growing and exciting businesses in the drinks industry, co-owned by Ellie Goulding and Heineken.
  • A chance to work alongside the founders and team to learn, develop and grow alongside the business.
  • A chance to work with Ellie Goulding and her hugely talented team.
  • A unique opportunity to join the brand at an early stage in one of the most exciting new drinks categories.
  • To be part of a business that’s on a mission to change the way we drink. Were ethical, honest, and transparent.
  • We are passionate about making positive change in the world, particularly when it comes to sustainability. We make our drinks with ‘wonky fruit’ that would have otherwise gone to waste, invest 5% of our profits in environmental projects, we are a carbon negative business, and we are the first RTD brand globally to introduce carbon labelling.
  • You’ll pick up new skills and experiences, broadening your knowledge and capabilities to push you to the next level.
  • As much SERVED as you would like.


Package & Benefits

  • Competitive base salary
  • Annual bonus based on achieving annual KPIs
  • 25 days holiday + public holidays
  • 3% employer pension contribution, 5% optional employee contribution
  • 4pm Friday finish
  • Free SERVED for yourself, and product discount codes for friends and family
  • Private Medical Insurance with Bupa
  • Flexible working

At Served we believe in having a diverse team of like-minded, enthusiastic, hard-working and skilled people that make us who we are and a fundamental part of our growth and success.

We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate against workers or job applicants on the basis of race, age, nationality, ethnic or national origin, gender reassignment, marital or civil partner status, pregnancy or maternity, race, colour, disability, religion or belief, gender or sexual orientation.

If being part of a hugely exciting and growing brand sounds exciting to you and you have the right skills, attitude and drive to help us lead the way as the UK’s leading premium RTD brand then we would love to hear from you.

Please note that sometimes the sheer volume of applications means we can only respond to the most relevant. You should hear from us within 2-5 days if your application has been successful

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