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.
Who we are
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.
Skills & capabilities
* 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.
Values & ways of working
* 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.
Practical requirements
* UK‑based with willingness to travel regularly, including monthly on‑site time at HQ in North Cornwall (and additional travel as customer needs require).
Nice to have
* 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 trading plans).
* Familiarity with operating within B Corp / sustainability‑led business principles, or demonstrable interest in responsible growth.
* Experience implementing sales tools/process (CRM).
Leadership competencies (what “great” looks like in role)
* Builder: creates structure where it doesn’t exist yet—team, territories, targets, rhythms, reporting. Sets the pace.
* Operator: turns strategy into execution; establishes weekly/monthly cadence and accountability.
* Partner: trusted advisor to SLT; contributes to wider business decisions beyond sales.
* Coach: develops capability in others and builds a team culture aligned to St Eval’s values.
* Brand ambassador: represents St Eval with warmth, credibility, creativity, and high standards, able to sell the St Eval story with flair as well as commercial confidence.
Looking for
* Has led a step‑change in sales performance during a growth phase (not just “managed accounts”).
* Has hired and developed high‑performing teams and can show how they set targets and measured success.
* Has introduced a regional approach that improved coverage, conversion, and customer quality.
* Can show decisions that protected long‑term brand/profitability, not just short‑term revenue.
* Comfortable working in a self‑funded business: pragmatic, ROI‑aware, and resourceful.
We offer
* 33 days holiday (including public holidays)
* 50% employee discount on all St Eval products
* Cycle to work scheme
* Death in service insurance
* Employee assistance programme
* Enhanced family leave
* A dynamic and inclusive work environment
* An opportunity to grow with us - we invest in our people’s professional development
* Team social events
* Volunteering opportunities with our charity partners
How to apply
If this sounds like your next challenge, we'd love to hear from you. To apply, please share your resume along with a cover letter explaining what attracts you to StEval and why you are interested in this role to Stacey@st-eval.com.
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