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
•Own and lead all UK off-trade sales for Tsingtao Beer
•Manage and grow relationships with major retailers, wholesalers, and cash and carry groups
•Develop and execute a clear sales strategy to drive volume, distribution, and rate of sale
•Personally manage key national and regional accounts
•Build and manage pricing, promotions, and commercial terms
•Identify opportunities to clear stock efficiently while protecting brand value
•Work closely with marketing and operations to ensure stock availability and delivery
•Forecast sales volumes and work with the wider team on stock planning
•Represent the brand professionally with senior buyers and decision makers
•Over time, build and lead a wider sales team as the business grows
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What We’re Looking For
•Significant experience selling beer or FMCG into UK off-trade retail
•Proven track record managing national or large regional retail accounts
•Deep understanding of UK retail buying cycles and decision processes
•Comfortable being both strategic and hands-on
•Highly driven, commercially sharp, and results focused
•Someone who does not need heavy supervision and knows how to get things done
•Strong communicator with confidence dealing with senior buyers
•Ambitious and motivated by growth, responsibility, and impact
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Working Style
•London based role
•Office based with regular time in the field meeting customers
•Full-time, fast-paced environment
•High level of autonomy and responsibility
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Why Join
•Lead the UK growth of a globally recognised beer brand
•Senior role with real influence and ownership
•Opportunity to shape the future of the business
•Competitive salary and performance-related bonus
•Long-term progression as the business expands