Sales Manager - UK

About Opply

Opply is modernising how scaling food and consumer goods brands buy ingredients, solving a £1 trillion market inefficiency that's been overlooked for decades.

Right now, SMB brands waste 70% of stock and pay 40% above market rate because they lack access to enterprise-level supplier networks and smart automation. We've built an AI-powered platform that changes this entirely: automated ordering, predictive forecasting, supplier matching, and embedded credit that lets brands sell before they pay.

We're a scaling , VC-backed by Index Ventures, Anthemis, and Chalfen Ventures , with unicorn angels from GoCardless, Flow.io , and Trouva . We've won StartUp of the Year and Supply Chain Specialists of the Year , and we're scaling fast across the UK and internationally.

This is category-defining work in a massive, underserved market.

The Role

As Sales Manager at Opply, you’ll lead and grow the UK commercial team—managing Account Executives and BDRs/SDRs while also carrying an individual quota and closing deals yourself .

This is a true player-coach role. You’ll be accountable for pipeline health, conversion, execution standards, and coaching—while personally running strategic opportunities, improving win rates, and tightening the sales motion end-to-end.

If you’re a hands-on leader who can coach rigorously, build repeatable processes, and still get deals over the line, you’ll have a massive impact here.

What You'll Be Doing

Team Leadership and Performance

• Lead, coach, and performance-manage a team of AEs and BDRs/SDRs
• Set weekly priorities, activity standards, and pipeline targets across the team
• Run 1:1s, call coaching, deal reviews, and structured feedback loops
• Build a culture of high ownership, pace, and commercial excellence
• Recruit and ramp new hires as the team scales

Own Pipeline Quality and Forecasting

• Ensure top-of-funnel output is high-quality and aligned to the right ICP
• Maintain disciplined CRM hygiene, pipeline governance, and forecasting accuracy
• Diagnose bottlenecks (connect rates, show rates, conversion, cycle time) and fix them
• Partner with Marketing to sharpen targeting, messaging, and campaigns

Close Deals (Player-Coach)

• Personally run a portion of opportunities end-to-end: discovery → demo → proposal → negotiation → close
• Step into late-stage deals to unblock stakeholders, handle complex objections, and drive urgency
• Build commercial business cases and value narratives tied to cashflow, margin, and operational efficiency
• Negotiate terms and ensure clean handoffs into onboarding / delivery

Improve the Sales Motion

• Build and iterate playbooks for outbound, discovery, qualification, and negotiation
• Share market feedback with Product to influence roadmap and product
• Track competitor moves, market trends, and customer pain points to refine positioning
• Represent Opply at industry events and in the wider market

What We're Looking For

You'll thrive here if you are

• A player-coach: credible on the floor, leading by example and still closing
• A strong sales operator: you run pipeline like a system, metrics, rhythm, accountability
• A sharp coach: you can improve discovery, objection handling, and deal control quickly
• Commercially credible: you speak fluently about value, outcomes, and trade-offs
• High ownership: you solve problems fast and raise the standard around you

Experience we expect

• 2–4+ years in B2B sales, with meaningful closing experience
• 2+ years managing AEs/SDRs (or a clear player-coach track record leading a pod)
• Consistent quota performance (as an individual contributor and/or team lead)
• Strong forecasting discipline and comfort owning a number
• SaaS/tech sales experience preferred; food/consumer goods experience a plus

Why Now

Opply is at an inflection point. We're scaling with strong customer traction , scaling revenue, expanding internationally, and building out the commercial team to match our ambition.

You'll join early enough to have an outsized impact : shaping playbooks, owning territory, and growing into leadership as the business scales.

Training & Development

You won't be left to figure it out alone. We've built a structured development environment to turn high-potential sellers into confident commercial operators:

• Full onboarding programme with clear ramp expectations and success metrics
• Weekly 1:1 coaching and feedback loops to build consistency and confidence
• Classroom learning and role plays for discovery, objection handling, and deal progression

What You'll Learn Here

This role is a career accelerator. You'll develop skills that compound

• Outbound excellence: Multi-channel prospecting done right (phone, LinkedIn, email, events)
• Modern discovery: Combine qualitative insight with quantitative value logic to uncover real urgency
• Commercial fluency: Speak credibly about cashflow, operational efficiency, and growth readiness
• Market expertise: Deep understanding of the scaling F&B world (supply chain challenges, margin pressure, and what operators actually care about)
• Unshakeable confidence: Built through repetition, feedback, and high standards

What We Offer

• Compensation: £50- £60k base salary + uncapped commission (estimated year 1 OTE £20- £25k)
• 25 days holiday plus UK bank holidays
• Flexible hybrid working (balance autonomy with collaboration)
• Regular team socials and global offsites to connect, collaborate, and celebrate
• Pension scheme