Primaire Consulting Ltd
Sales Director
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The Role
You’ll hold full commercial responsibility for revenue growth and managing customers from first sale onwards. You’ll lead and bring together the Sales (Direct and Distributor), Marketing, Customer Support and Field Service teams to grow market share, brand awareness, service profitability and customer retention worldwide.
Key Responsibilities
- Leadership & Management: Coach, lead and motivate the Commercial team (Sales, Marketing, Customer Support and Service) to deliver targets within budget, in line with company policy, employment law and best practice.
- Commercial Strategy & P&L: Drive the overall commercial strategy and own the budget and P&L across product and service revenue. Make sure pricing maximises gross margin and profit.
- Distributor & Direct Sales: Set targets and drive performance across the global distributor network and the internal Territory Managers. Make sure key relationships are developed, opportunities are managed and deployment projects are monitored.
- Field Service & Revenue: Lead the Service Department strategically and day to day. Keep customer satisfaction high while growing post-sale revenue from service contracts, maintenance agreements, spare parts and upgrades.
- Marketing Leadership: Oversee brand positioning, lead-generation campaigns, product offers and marketing material that supports both the internal sales team and distributors.
- Customer Support & Retention: Keep SLA performance high, drive continuous improvement, and feed customer insight back into sales and product strategy.
- Process & ISO Compliance: Make sure business plans, account plans, contracts and tenders are documented to ISO requirements and followed across departments.
- Business Development: Find and win new business, including expansion into new regions and sectors.
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What we're looking for
- A proven track record in senior commercial leadership, managing teams across more than one function (Sales, Marketing, Customer Support or Field Service)
- Experience managing distributors, channels and key accounts globally
- Full P&L and budget responsibility, with strong financial understanding (gross margin, overheads, cash flow, capital expenditure)
- Able to negotiate high-value, complex contracts and build strong relationships with key customers and stakeholders
- A strategic understanding of modern marketing, including digital lead generation, sector targeting and campaign ROI
- Strong written skills for proposals, quotations and tenders
- Able to travel worldwide regularly and work extended hours when needed
- Full UK driving licence
- Proven ability to recruit, mentor and develop people across different functions
- An engineering qualification at HND level or above, or equivalent practical experience
- Experience managing complex bids and tenders
- Experience opening up new international markets and routes to market
- SAP or other major ERP/CRM systems
- Experience in environmental or emissions monitoring markets
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