Head of Sales - EMEA

An Introduction to Primer

Primer is the unified infrastructure for global payments. We give finance and payments teams the visibility and control to reduce complexity, improve performance, and capture more revenue - all from a single platform.

Backed by Sofina, Peak XV Partners, ICONIQ, Tencent, Accel, and Balderton, we're building the payments layer the world's best companies rely on.

Watch our showcase >

Read up on our $100m Series C

Learn more about our culture >

What You’ll Do

• Own the go-to-market strategy for Primer’s most mature region, overseeing revenue growth, market expansion and customer acquisition across EMEA.

• Manage, coach, and inspire a high-performing team of Account Executives, driving accountability and commercial excellence.

• Lead by example by personally owning and delivering on strategic sales targets.

Act as Regional Lead for EMEA

• Serve as the regional lead and senior-most representative of Primer in EMEA, acting as the connective tissue between global teams and the local market.

• Build a strong cross-functional culture by supporting local Primigos across GTM functions

• Foster alignment, cohesion, and collaboration across the region, ensuring that local insights and opportunities are surfaced to the global leadership team.

Identify and Cultivate Strategic Relationships

• Open doors to high-impact enterprise opportunities, build relationships with executive stakeholders, and consistently deliver value that drives trust and partnership.

• Leverage your analytical and problem-solving skills to understand customer pain points and articulate how Primer uniquely solves them.

Collaborate Cross-Functionally to Drive Commercial Impact

• Work closely with product, engineering, partnerships, and marketing teams to influence roadmap priorities, optimise positioning, and improve customer onboarding experiences.

• Champion customer feedback and regional insights to help shape our product and global strategy.

Instil a Culture of Excellence and Urgency

• Set a high-performance bar with a clear sense of ownership, urgency, and delivery.

• Uphold and champion Primer’s values, fostering a culture of integrity, accountability, and ambition across the region.

Coach and Develop Top Talent

• Identify, nurture, and grow sales talent. Map team members’ strengths to the right opportunities and create clear career paths within Primer.

• Act as a mentor and role model for both your direct team and local Primigos across EMEA.

What We’re Looking For

• Proven Experience: 10+ years in enterprise sales, including 3+ years of managing high-performing BDMs in EMEA. Deep experience in payments, fintech, or B2B SaaS is strongly preferred.

• Regional Leadership: Experience leading a region or market, with the ability to represent your territory internally and externally with gravitas and confidence.

• Strategic Vision: A track record of defining and executing successful sales strategies that drive sustainable growth.

• Exceptional Relationship Builder: Able to build trust with clients, internal stakeholders, and team members across levels and functions.

• Negotiation
  
  Skills:
  
  Skilled in managing complex deal cycles, navigating procurement, and collaborating with legal teams to close deals.

• Entrepreneurial Mindset: Operates as an owner. Comfortable with ambiguity, bias for action, and thrives in a fast-paced, high-growth, remote-first environment.

• People Leader: A coach sionate about team development and committed to building a culture of excellence and inclusion.

• An initial intro call with a Talent Partner

• An interview with the Hiring Manager

• Challenge Stage - Contextualised to the role

• A final, values-alignment interview

We're building a culture where people can do their best work and be proud of the…