Application Guide

How to Apply for Head of Sales UK&I

at Choco

🏢 About Choco

Choco is revolutionizing the restaurant supply chain by digitizing communication between restaurants and distributors, directly tackling food waste and sustainability challenges. Unlike generic SaaS companies, Choco operates in the offline-first, relationship-driven food industry where real businesses make purchasing decisions based on trust and operational efficiency. Working here means contributing to tangible environmental impact while navigating complex, family-owned business dynamics.

About This Role

As Head of Sales UK&I, you'll lead a team of 4 Account Executives and collaborate with 2 SDRs to win and grow key distributor accounts in the UK's fragmented food supply market. This role is pivotal in building repeatable outbound motions that drive larger deals and multi-product adoption, while shaping the entire UK go-to-market strategy. You'll be selling into complex, owner-led businesses where relationship-building and navigating offline industries are critical to success.

💡 A Day in the Life

Your day typically starts with team stand-ups to review pipeline and coaching sessions with AEs on complex deals. You'll spend mid-morning analyzing outbound motion performance and collaborating with SDRs on account targeting strategies. Afternoons involve strategic meetings with leadership to shape UK go-to-market motions and working directly on key accounts to navigate complex buyer environments, often involving family-owned distributors resistant to digital change.

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Interview Prep

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🎯 Who Choco Is Looking For

  • A former top-performing AE with 3+ years of experience managing small, high-output sales teams in outbound-first environments
  • Someone who has successfully led mid-market sales cycles with complex buyers, short timelines, and growing deal sizes in offline industries
  • A hands-on coach and systems thinker who builds structure and processes rather than just applying pressure to hit targets
  • Deep understanding of selling to family-owned, relationship-driven businesses where trust and operational knowledge outweigh traditional SaaS sales tactics

📝 Tips for Applying to Choco

1

Quantify your experience with specific metrics around outbound pipeline generation - show how you've built teams that don't wait for leads

2

Demonstrate understanding of the UK food distribution landscape and family-owned restaurant supply businesses

3

Highlight specific examples of navigating complex buyer environments with short decision timelines

4

Showcase your coaching methodology with concrete examples of how you've developed AEs into top performers

5

Reference Choco's sustainability mission and how your sales approach aligns with their food waste reduction goals

✉️ What to Emphasize in Your Cover Letter

['Your experience building outbound-first sales motions in complex, offline industries', 'Specific examples of coaching and developing high-performing sales teams in the UK market', "Understanding of the challenges in restaurant supply chain digitization and how you'd approach them", "Alignment with Choco's mission to reduce food waste through better supply chain communication"]

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🔍 Research Before Applying

To stand out, make sure you've researched:

  • → Choco's specific solutions for different segments of the restaurant supply chain (distributors vs. restaurants)
  • → The UK food distribution landscape and key challenges in digitizing this industry
  • → Choco's sustainability impact metrics and how they measure food waste reduction
  • → Recent news about Choco's expansion in European markets and their competitive positioning

💬 Prepare for These Interview Topics

Based on this role, you may be asked about:

1 Walk me through how you've built and scaled outbound sales motions in previous roles
2 How would you approach selling to family-owned distributors who may be resistant to digital transformation?
3 Describe your coaching methodology for developing AEs who sell into complex, multi-stakeholder environments
4 What strategies would you implement to drive multi-product adoption within existing accounts?
5 How would you partner with marketing and product teams to remove ERP integration blockers?
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⚠️ Common Mistakes to Avoid

  • Focusing only on inbound/lead-driven sales experience without demonstrating outbound pipeline generation capabilities
  • Using generic SaaS sales methodologies without showing understanding of offline, relationship-driven industries
  • Emphasizing individual contributor achievements over team leadership and coaching results

📅 Application Timeline

This position is open until filled. However, we recommend applying as soon as possible as roles at mission-driven organizations tend to fill quickly.

Typical hiring timeline:

1

Application Review

1-2 weeks

2

Initial Screening

Phone call or written assessment

3

Interviews

1-2 rounds, usually virtual

✓

Offer

Congratulations!

Ready to Apply?

Good luck with your application to Choco!

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