Sales Director

About this role

Build and lead Sona’s Account Executive team, turning growing demand for its frontline workforce management platform into scalable revenue. Establish the team’s sales and outbound motion, coach reps, and oversee complex enterprise deals.

About the company

Sona is an AI workforce management platform for frontline organisations, covering scheduling, time and attendance, HR, and payroll.

The team

GTM and Sales, reporting to the VP of Sales.

What you'll do

• Lead, coach, and develop the Account Executive team.
• Build pipeline generation and outbound sales processes.
• Improve qualification and execution of complex, multi-stakeholder deals.
• Manage deal reviews, forecasting, hiring, and coaching cadences.
• Hire high-quality sales representatives and scale the team.
• Partner with marketing, product, and customer teams.
• Use AI tools to improve prospecting, deal intelligence, and rep productivity.

What we're looking for

• Experience building or significantly scaling an Account Executive team.
• Experience in high-target, high-performance sales environments.
• Demonstrated success building pipeline generation engines.
• Strong coaching skills and a track record of developing sales representatives.
• Operational rigour and ability to execute in a high-growth startup or scale-up.
• Curiosity about customers and frontline industries.

Nice to have

• Experience selling to frontline sectors such as social care, hospitality, or retail.
• Workforce management, HR technology, or adjacent enterprise SaaS experience.

Benefits

• Share options.
• 35 days of annual leave, including flexible public holiday days.
• Additional annual leave for each year of service.
• Pension contributions matched up to 5%.
• Health insurance and enhanced parental leave and pay.
• Workplace nursery scheme.
• Annual team retreats, home-office equipment budget, and professional development budget.