About Riot Labs
Riot Labs is one of the UK’s leading vaping and smoking cessation companies, known for award-winning flavours, bold branding, and disruptive thinking. We work directly with retailers across the UK to build strong partnerships, drive rate of sale, and ensure Riot is the number one brand in every store we enter.
We are now looking for a Sales Rep to strengthen our retail presence, execute high-impact promotions, and convert consumers at store level.
The Role
The Sales Rep is responsible for driving brand visibility, consumer engagement, and sales performance across retail stores that directly purchase Riot E-Liquid.
This is a hands-on, field-based role combining merchandising excellence, promotional activation, retailer support, account management and consumer interaction. You will play a critical role in ensuring Riot products stand out, sell through, and are championed by store staff.
Key Responsibilities
Merchandising & In-Store Execution
- Ensure Riot products are fully stocked, well presented, and compliant with merchandising standards.
- Execute planograms and point-of-sale placement to maximise visibility and impact.
- Secure additional facings and premium placements where possible.
- Conduct regular store audits covering pricing, visibility, distribution, stock levels, and competitor activity.
- Maintain clean, organised, and professional displays aligned with Riot brand standards.
Retailer & Sales Support
- Build strong, professional relationships with store owners, managers, and staff.
- Encourage timely reorders and support retailers to avoid out-of-stocks.
- Provide product knowledge and informal training to retail staff.
- Identify sales opportunities and share actionable insights with the wider sales team.
- Flag potential new retail opportunities within your territory.
Promotional Planning & Activation
- Plan and deliver in-store promotions, samplings, and brand activations.
- Set up engaging branded displays and promotional areas.
- Coordinate promotional stock, equipment, and materials.
- Deliver national and seasonal campaigns to a high standard.
- Capture promotional performance including engagement, footfall, and samples distributed.
Consumer Engagement & Conversion
- Confidently engage shoppers and introduce Riot products.
- Clearly explain flavour profiles, nicotine strengths, and product benefits.
- Drive immediate purchase and positive brand experiences.
- Gather consumer feedback and insights to support sales and marketing teams.
- Represent the Riot brand with energy, confidence, and professionalism.
Store Advocacy & Relationship Building
- Build store-level advocates for the Riot brand.
- Motivate store staff to prioritise Riot products over competitors.
- Share best practices to help retailers grow category sales.
- Maintain a reliable, consistent presence within your territory.
Sales Visits – New, Lapsed & Decreasing Accounts
- Support new accounts through to their fourth order.
- Re-engage lapsed accounts and secure restart orders.
- Identify causes of declining performance and take corrective action in-store.
- Ensure each visit ends with a clear outcome or agreed next step.
- Feed back account status and actions to the sales team.
Reporting & Feedback
- Log store visits, merchandising status, and promotional results.
- Capture photos, feedback, and competitor intelligence.
- Provide regular updates to sales management.
- Recommend improvements to merchandising and promotional strategy based on field insight.
Skills & Personal Attributes
- Strong communication and relationship-building skills
- Confident, engaging, and approachable personality
- Commercially minded with a focus on conversion and results
- Organised, self-motivated, and able to manage a field-based workload
- Comfortable engaging both retailers and consumers
- Professional, reliable, and brand-focused
- Able to work independently while collaborating with wider teams
Qualifications & Requirements
- Full UK driving licence - Essential
- Willingness to travel regularly within assigned territory
- Basic IT skills (mobile reporting tools, email, spreadsheets)
- Experience in vaping, FMCG, or regulated retail environments - Desirable
Job Types: Full-time, Permanent
Pay: £26,000.00 per year
Benefits:
- Canteen
- Casual dress
- Company events
- Cycle to work scheme
- Discounted or free food
- Employee discount
- Free parking
- Gym membership
- Health & wellbeing programme
- On-site gym
- On-site parking
- Private medical insurance
Application question(s):
- Do you require sponsorship to work in the UK?
Experience:
- Sales: 1 year (preferred)
Licence/Certification:
- Driving Licence (required)
Work authorisation:
- United Kingdom (required)
Work Location: In person
