Head of Sales & Customer | Tikkurila

Location: Edinburgh
Department: Commercial
Level: Senior Leadership
Reporting to: Senior Management Team

The Role

We are looking for an experienced and commercially ambitious Head of Sales & Customer Growth to join our senior leadership team and help shape the next phase of growth for the business.

Our business operates across direct trade, ecommerce, physical stores, national distribution partners and online marketplaces, supported by an established digital marketing and customer acquisition infrastructure.

We have a significant existing customer base and continue to acquire new professional customers. Our opportunity now is to become much more sophisticated in how we convert, develop, retain and grow those customers
.

Working closely with the Senior Management Team, this role will have three key objectives:

• Drive customer and revenue growth – maximise the value of our existing and future customer base through structured acquisition, development, retention and reactivation strategies.
• Lead and develop our internal sales operation – bring direction, commercial focus and accountability to our existing customer-facing teams, turning customer opportunities into proactive sales activity.
• Modernise our commercial approach – use CRM, customer data, automation and technology to build a more effective, scalable sales operation while bringing fresh thinking and challenge to the wider business.

This is not a traditional field-sales leadership role. We're looking for a modern, digitally minded, customer-focused leader who can set the strategy, challenge existing thinking and drive results through our internal teams.

Key Responsibilities

Customer & Commercial Growth

Own and deliver the customer-growth strategy, with clear accountability for sales performance, customer development and revenue growth across the internal sales operation.

Key priorities will include:

• Identifying and prioritising customer growth opportunities through meaningful segmentation, purchasing behaviour and commercial insight.
• Improving first-order conversion, repeat purchasing, customer value and product penetration.
• Building structured cross-sell, account-development and lapsed-customer reactivation programmes.
• Establishing clear sales targets, KPIs and commercial reporting.
• Translating customer insight and marketing activity into practical sales opportunities.
• Work closely with Marketing and wider commercial teams to maximise campaign effectiveness, sales follow-up and opportunities across all routes to market.

Provide strategic commercial leadership to our Customer Care and Outbound Sales teams, working alongside the existing Customer Operations Lead to establish clearer direction, accountability and a more proactive approach to customer development.

Responsibilities will include:

• Shaping and overseeing the outbound sales strategy, priorities and commercial targets.
• Working with the Customer Operations Lead to translate commercial objectives into structured team activity, KPIs and performance measures.
• Developing a more proactive approach to customer engagement, ensuring teams have clear direction on which customers to target, when and with what proposition.
• Identifying opportunities for targeted sales campaigns, incentives and promotional activity to drive customer growth.
• Providing commercial leadership, coaching and direction to the outbound function, supporting the development of skills and capability across the wider team.
• Reviewing performance and identifying opportunities to improve conversion, productivity and customer value.
• Shaping the future structure and capability of the internal sales function, with scope to develop and expand the team as the business grows.

The successful candidate will be expected to set the direction, challenge…