Sales Director

Liquidline is the fastest-growing commercial coffee solutions provider in the UK and Ireland—not that we’re bragging! Our customers are companies that take pride in offering quality refreshments to their employees and clients. Our success is built on outstanding customer service, hard work, and a strong team culture. We believe in delivering WOW experiences to both our customers and our valued employees.

We are proud to be Great Place to Work® certified, a testament to our dedication to fostering a culture of support, growth and development, as well as promoting well-being, and winning together. With our core company values—passion, thoughtfulness, responsiveness, innovation, and smart working—at the very heart of our business, we are committed to cultivating an environment that inspires excellence.

Liquidline are looking for an experienced and ambitious Sales Director to lead our sales function and play a key role in delivering our long-term growth strategy.

This is a senior leadership opportunity for a commercially minded professional with a proven track record of delivering revenue growth, developing high-performing teams, and building lasting customer relationships. Reporting directly to the Chief Commercial Officer, you will be responsible for shaping and executing the sales strategy, identifying new market opportunities, and ensuring the business is positioned for continued success. As a key member of our senior leadership team, you’ll influence business direction, drive commercial performance, and help create an environment where people can thrive and perform at their best.

• Developing and delivering a clear sales strategy aligned with the company’s growth objectives and long-term vision.
• Leading, motivating, and developing a high-performing sales team, creating a culture of accountability, engagement, and continuous improvement.
• Setting sales targets, KPIs, and performance metrics, ensuring these are communicated effectively and achieved consistently.
• Overseeing the full sales lifecycle, from lead generation and pipeline management through to contract negotiation and account growth.
• Identifying and capitalising on new business opportunities, market trends, and emerging customer needs.
• Building and maintaining strong relationships with key customers, strategic partners, and stakeholders to drive retention and long-term value.
• Working collaboratively with Marketing to develop campaigns, propositions, and lead-generation strategies that support business growth.
• Partnering with Operational and Service teams to ensure sales commitments are delivered successfully and customer expectations are exceeded.
• Driving accurate sales forecasting, reporting, and pipeline management, providing regular updates and insights to the executive leadership team.
• Using market intelligence, competitor analysis, and business data to inform strategic decision-making and identify areas for growth.
• Supporting the development of commercial propositions, pricing strategies, and contract negotiations to maximise profitability and market competitiveness.
• Championing customer-centric selling, ensuring the voice of the customer is reflected in business decisions and future service offerings.
• Reviewing and enhancing sales processes, systems, and CRM utilisation to improve efficiency, visibility, and overall performance.
• Representing the business at industry events, networking opportunities, and customer meetings, acting as an ambassador for the Liquidline brand.
• Contributing to wider business initiatives and strategic projects as a member of the senior leadership team.

• Significant experience in a Sales Director or senior sales leadership position
• A strong track record of delivering sustainable revenue…