Full job description

Every day, we make a difference to thousands of children’s lives. We cook delicious, nutritious meals. We run workshops that teach the next generation how to eat well and never settle for less. We need a sales professional who shares this passion - and can turn it into growth.
HCL is a leading school caterer transforming how children experience food. As New Business & Retention Controller, you’ll drive our ambitious expansion across London and the South of England while strengthening our core base in Hertfordshire and beyond. This is a high-impact role. You’ll manage our growth strategy, build compelling propositions that win competitive tenders, and represent HCL where it matters - from boardrooms to trade shows. Managing the Sales Team and working across the business, you’ll own the full commercial cycle: market analysis, target prioritization, resource allocation, and deal design.
Your target:
*Maintain 98% retention rate withing core business
*100% new business growth over five years.
Your impact: Positioning HCL as the partner of choice for schools that want better for their children-and proving we’re worth paying more for. This isn’t just a sales role. It’s a chance to champion nutrition, education, and excellence while building a market-leading business.
MAIN RESPONSIBILITIES
Strategic Growth
*Work alongside the Commercial leadership team to deliver HCL’s growth strategy aligned to the corporate five-year plan
*Help to shape our brand positioning with Marketing to strengthen market perception and reach
*Improve sales pipeline visibility across stakeholders and ensure service/financial packages support new business wins
*Manage sales resources and budget to deliver growth targets
Customer Retention
*Support menu design to influence best-in-class nutrition standards for children across the organization
*Work cross functionally to execute promotions that drive meal uptake, engagement and long-term partnerships
*Shape theme days and cuisine concepts that excite students and maintain engagement
*Work closely with the Operations team to develop successful execution of activity plans and renewal process
Tenders & Stakeholder Management
*Create and deliver winning commercial tenders with compelling presentations and competitive financial packages
*Build relationships with head teachers, business managers, parents, and procurement consultants to understand decision drivers
*Lead Business Development Managers and Bid Writers to maintain consistently high tender standards
*Project manage major Multi-Academy Trust tenders, delivering impact while meeting framework requirements and deadlines
Presentation & Thought Leadership
*Position HCL as the leader in educational catering through targeted engagement with Local Authorities, MATs, and procurement consultants
*Lead high-stakes pitches with persuasive messaging and confident delivery
*Represent HCL at presentations, networking events, and trade shows
Deal Conversion
*Partner with Commercial and Finance Directors to craft margin-positive deals that win against competitors
*Analyse win/loss feedback to refine propositions and advise Leadership on necessary changes
*Drive contract retention by equipping Sales Team to support Operations with compelling renewal proposals
Team Leadership & Behaviours
*Coach and develop the customer facing functions by building presentation excellence and professional capability
*Create a high-performing ’hit squad’ for major tender presentations
*Conduct performance reviews and facilitate development programs to elevate team expertise
*Cultivate a collaborative and team player approach across all HCL functions, be the change we need to see
PERSON SPECIFICATION
*Dynamic, high-EI leader passionate about delivering quality food to children
*Proven track record driving commercial growth and winning tenders in food/catering sales
*Strong ’hunter’ mentality with demonstrated ability to close complex B2B deals
*Financial acumen to craft flexible, profitable deals with cross-functional partners
*Expert in B2B sales tools, networking, and pipeline management
*World-class presenter with exceptional persuasive communication skills
*Highly organized with ability to prioritize, analyse tenders, and deliver under tight deadlines
*Self-directed with strong time management and MS Office proficiency