Regional Sales Manager; Surgical

The Regional Sales Manager will lead the commercial development of a specialist surgical devices portfolio across an assigned UK region, with a focus on laparoscopy, colorectal surgery, upper GI and general surgery.

The primary purpose of the role is to deliver sustainable regional sales growth by leading and developing the field sales team, strengthening existing accounts and identifying new business opportunities. The Regional Sales Manager will ensure customers receive high-quality clinical, technical and commercial support throughout the sales and product adoption process.

You will be an experienced, commercially focused sales leader who can translate national objectives into effective regional plans. You will combine strategic business planning and performance management with regular field visits, joint customer calls and hands-on support for product demonstrations, evaluations and clinical adoption.

This is a great opportunity to lead a growing regional business and represent innovative surgical technologies within a fast-paced, clinically focused environment.

Purpose of the Role To achieve regional quarterly and annual sales plans by leading, coaching and developing the field sales team, building lasting customer partnerships and increasing use of the surgical portfolio across NHS and private healthcare accounts. The role will take ownership of regional sales performance, team capability, forecasting, pipeline development and strategic account planning, as well as ownership of your own focused territory.

Additionally, contributing to wider commercial strategy, product launches and cross-functional business initiatives.

Key Duties and Responsibilities Take ownership of sales performance across the region, ensuring achievement of agreed regional, product and territory sales targets, alongside ownership of a smaller, targeted territory.

Develop and implement regional business plans aligned with national sales objectives and the wider company strategy.

Translate regional priorities into clear territory objectives, account plans and measurable team activities.

Lead, coach and motivate the regional field sales team to achieve individual and regional objectives.

Set clear expectations, objectives and development priorities for each team member.

Conduct regular field visits, joint sales calls, coaching sessions and performance reviews.

Support team members with customer meetings, product demonstrations, evaluations and clinically complex sales opportunities.

Build a culture of accountability, collaboration, integrity and continuous improvement.

Identify training needs and provide appropriate coaching, product development and sales skills support.

Support the recruitment, onboarding, appraisal and development of new and existing team members.

Address performance concerns, team conflict and difficult conversations promptly and professionally.

Manage relevant people activities, including annual leave, expenses and personal development planning, in line with company policy.

Build and maintain senior-level relationships with surgeons, theatre teams, procurement leaders and other key clinical and commercial stakeholders.

Support the team in developing strategic accounts and navigating NHS and private hospital buying pathways.

Work alongside team members on high-value, complex or strategically important customer opportunities.

Support pricing discussions, commercial negotiations, contracts and tender opportunities.

Provide senior-level clinical and commercial support during product presentations, demonstrations, evaluations, training and in-theatre adoption.

Ensure the regional team maintains the clinical and technical competency required to support customers effectively.

Maintain an accurate regional sales…