About this role
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 business100% 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 planHelp to shape our brand positioning with Marketing to strengthen market perception and reachImprove sales pipeline visibility across stakeholders and ensure service/financial packages support new business winsManage sales resources and budget to deliver growth targets Customer Retention
Support menu design to influence best-in-class nutrition standards for children across the organizationWork cross functionally to execute promotions that drive meal uptake, engagement and long-term partnershipsShape theme days and cuisine concepts that excite students and maintain engagementWork 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 packagesBuild relationships with head teachers, business managers, parents, and procurement consultants to understand decision driversLead Business Development Managers and Bid Writers to maintain consistently high tender standardsProject 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 consultantsLead high-stakes pitches with persuasive messaging and confident deliveryRepresent HCL at presentations, networking events, and trade shows Deal Conversion
Partner with Commercial and Finance Directors to craft margin-positive deals that win against competitorsAnalyse win/loss feedback to refine propositions and advise Leadership on necessary changesDrive 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 capabilityCreate a high-performing 'hit squad' for major tender presentationsConduct performance reviews and facilitate development programs to elevate team expertiseCultivate 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 childrenProven track record driving commercial growth and winning tenders in food/catering salesStrong 'hunter' mentality with demonstrated ability to close complex B2B dealsFinancial acumen to craft flexible, profitable deals with cross-functional partnersExpert in B2B sales tools, networking, and pipeline managementWorld-class presenter with exceptional persuasive communication skillsHighly organized with ability to prioritize, analyse tenders, and deliver under tight deadlinesSelf-directed with strong time management and MS Office proficiency