UK Retail Lead

Global Role, London,
Reporting to the Head of Commercial 

Hello, we’re SURI. We're on a mission to radically transform oral care with beautiful everyday essentials designed for life. Championing high performance and future-focussed design, our award-winning sonic toothbrush transforms an uninspiring chore into an enjoyable daily ritual.

We seek to continually push the boundaries of what is possible and invite honest conversation on our collective journey.

Since launching our sonic toothbrush in 2022, we’ve delighted over 500k customers across the UK, Europe and US. In doing so, SURI has risen to become the highest-rated electric toothbrush on Trustpilot, while achieving B-Corp certification and securing listings in major US and UK retailers. As well as garnering widespread media attention, SURI has also picked up numerous prestigious industry awards including The Grocer Startup of the Year, Red Dot Design Award, and the Marie Claire Sustainability Award.

SURI is entering the most ambitious phase of its retail journey. UK distribution through Boots is accelerating rapidly, new major UK retail partnerships are in active development, and from September 2025 our US retail footprint will begin scaling significantly, with a further step-change early next year. 

This is a role for someone who wants to be more than an account manager. You will help define UK retail strategy, lead new partnership development, and build the team as we grow. The UK retail opportunity ahead of us is significant. We want the person in this role to feel like a foundational player in the journey. 

If this excites you and you are keen to shape SURI with us we’d be thrilled to hear from you!

Role & Responsibilities:

Boots Channel Ownership

• Serve as the primary commercial lead and day-to-day contact for Boots, owning the buyer and senior stakeholder relationships at all levels.
• Develop and execute annual joint business plans (JBPs), managing range, space, promotional calendar and pricing architecture.
• Deliver Boots EPOS, net revenue and distribution targets, with full accountability for the Boots P&L.
• Lead all promotional planning, including 3 for 2 campaigns, seasonal activations, in-store theatre and new product introductions.
• Manage trade terms negotiations and ensure deal economics are sound — balancing investment, sell-through and margin.
• Work closely with our retail marketing lead (Mati) to maximise in-store presence, gondola health, and brand visibility.

New UK Retail Partnership Development

• Lead the commercial development of new UK retail partnerships as they are identified and pursued, including major pharmacy, grocery, health and beauty and mass retail channels.
• Build compelling sell-in propositions, manage commercial negotiations, and own onboarding and launch plans for new accounts.
• Work with the broader leadership team to prioritise which channels to pursue and define the right commercial model for each.

UK Retail Strategy

• Own the UK retail strategy, defining channel priorities, distribution targets, promotional frameworks, and pricing principles across all UK accounts.
• Produce and present regular performance reporting to the leadership team, with clear commercial insight and recommended actions.
• Monitor the competitive landscape and category trends, ensuring SURI is well-positioned and differentiated at retail.
• Develop 12 and 24-month plans that are commercially robust and operationally realistic.

Internal Cross-Functional Leadership

• Partner with Finance to build and manage the UK retail P&L, trade spend budget, and profitability modelling.
• Work closely with Operations and Supply Chain to ensure stock availability, promotional execution and forecasting accuracy.
• Collaborate with Marketing on brand campaigns, in-store activation, and media support tied to retail moments.
• Brief and align the team on account plans, key upcoming activations, and commercial priorities through regular internal cadences.

Team Building

• Set the standard for how SURI operates with UK retail partners: commercially sharp, human, and brand-right.
• As SURI scales, identify and make the case for additional UK retail hires, account managers, field team, retail marketing and help build and develop this team over time.

Requirements

Experience 

• 5–7+ years of senior commercial experience managing major UK retail accounts — ideally spanning pharmacy (Boots), grocery, mass retail, or health and beauty. Or in an equivalent buying role at a strategic retailer. 
• A track record of launching and scaling brands within large retail environments, not just maintaining incumbent listings, but genuinely winning space, improving terms, and growing brand presence.
• Experience owning a retail P&L understanding gross margin, trade investment, net revenue dynamics, and how to model promotional scenarios.
• Some experience of new account development pitching to buyers, building sell-in packs, negotiating commercial frameworks.
• Experience at or equivalent to a high-growth consumer brand (beauty, personal care, wellness, health, DTC-to-retail) is strongly preferred over traditional FMCG. We are not building for Unilever — we are building for SURI.

Commercial & Analytical Skills

• Confident reading and challenging a P&L not just reporting numbers, but using them to make decisions.
• Strong negotiation skills able to hold position on price integrity and margin while maintaining strong relationships with buyers.
• Comfortable building and presenting commercial models, promotional scenarios, and business cases.
• Fluent in retail KPIs: EPOS, distribution, rate of sale, promotional sell-through, retail margin, net revenue.

Mindset & Ways of Working

• Entrepreneurial: excited by ambiguity and building something, not just running an existing machine.
• Hands-on: willing to manage the detail (a promotional grid, a buyer email, a stock issue) as readily as presenting the strategy.
• Commercially brave: able to push back on a retailer when it matters and advocate hard internally for the right deal.
• Collaborative and low-ego: SURI is a team sport. This person will work closely with marketing, ops, finance and the founders and needs to be trusted by all of them.
• A genuine appreciation for the brand: someone who gets why design, sustainability and premium positioning matter, and protects them.

Benefits

• 25 days annual leave, plus bank holidays and an additional day for your birthday
• Flexible working hours
• Hybrid working - up to 2 days working from home each week
• Bupa Healthcare and Dental Packages
• Income Protection and Life Assurance
• 1 Charity Day per year
• Central London offices- based in London Bridge; a stone’s throw from Borough Market
• 4x “Work from Anywhere” weeks, with no requirement to be in the office those weeks
• Access to our Employee Assistance Programme, which grants free therapy and coaching sessions to all staff
• Monthly social events, organised by different team members
• 5x free toothbrushes every year
• £1000 personal development budget each year, per employee
• Fantastic career opportunities; with the chance to grow as SURI does
• Summer Fridays; 2pm finish across Fridays in July and August
• Fresh fruit and snack orders every week
• Cycle to Work scheme, and Electric Bike Cycle to Work scheme
• Regular product swaps with other fantastic companies

At SURI, we value diversity and welcome applicants from all backgrounds. We look for team members who will positively contribute to our dynamic, passionate culture and believe that an inclusive and diverse work environment is one in which we all thrive.

Please let us know if you require any reasonable adjustments to be made for the recruitment process.