Commercial Director

Sheffield based with regular travel to Wilmslow

This role has end-to-end accountability for the commercial performance, proposition and day-to-day leadership of the HSD business. The role will involve regular time spent in both the Sheffield and the Wilmslow Group Head Office, ensuring strong alignment with central functions, collaboration across the wider Group, and visibility at senior level.

HSDirect is part of Citation, and the wider Citation Group. Citation is one of the UK's leading providers of Health and Safety, HR, Employment Law, and ISO services to businesses. We pride ourselves on being leaders in our industry, constantly empowering our team, and fostering a culture of support and innovation. We love what we do, and we re on a mission to grow and that’s where you come in.

Not bragging but…we’ve also been named one of the Sunday Times Best companies to work for. Again.

This is a unique and exciting opportunity to become an integral part of our Commercial Leadership team within our rapidly growing business. With a remarkable expansion that has led to the establishment of various companies serving a vast clientele of over 100,000 and counting, the potential for cross-selling is nothing short of extraordinary. At the core of our approach is the commitment to offer clients not only complementary products and services but to do so with a track record of industry-leading client retention and colleague engagement.

This role owns revenue growth and sales delivery, provides strategic leadership across all commercial functions, and acts as the senior leader for the Sheffield office. The Commercial Director will shape the future direction of HSD, including leading a significant product, platform and go-to-market review.

While not all functions report directly into the role, this role is expected to set direction, influence priorities and hold peers accountable for delivery through strong leadership and collaboration.

• Own and deliver the commercial performance of the HSD business.
• Set and execute the commercial strategy aligned to divisional and group objectives.
• Drive revenue growth across new business, renewals and client lifetime value.
• Identify opportunities to improve commercial effectiveness, scalability and profitability, liaising with key stakeholders to ensure delivery against these opportunities
• Shape the product and technology roadmap, including oversight of significant investment planned in 2026/27 ensuring this balances commercial outcomes with a fantastic client experience
• Lead and develop a high-performing sales function of approximately 30 Business Development Associates.
• Own sales targets, forecasting and performance management.
• Ensure strong discipline across pipeline management and conversion.
• Identify risks / barriers to plan achievement – developing and owning corrective actions to address

• Lead a major end-to-end review of the HSD product portfolio and reminder service.
• Work with stakeholders to define future-state pricing, packaging and value propositions
• Shape market positioning and go-to-market execution.
• Partner with technology and operations to define platform capability and investment priorities.
• Act as the senior leader for the Sheffield office, hosting colleagues across sales, renewals and service.
• Create a high-performance, inclusive and engaged culture.
• Work closely with HR to develop talent, leadership capability and succession

• Work closely with divisional and group leadership to align HSD strategy with wider business priorities.
• Influence and coordinate multiple functions to deliver outcomes.
• Act as a visible leader and ambassador for the HSD business internally

We’re looking for a commercially driven leader with a proven track record in senior sales or commercial roles, someone who has successfully built, led and scaled high-performing teams while delivering consistent revenue growth.

You’ll bring a strong understanding of the full lead-to-deal sales journey and commercial performance management, with experience leading multi-functional teams across areas such as sales, renewals and service. Just as importantly, you’ll be a confident people leader — able to coach, inspire and influence across functions while driving accountability and results.

Experience leading change and transformation initiatives is essential, as this role will play a key part in shaping the next phase of growth.

Ideally, you’ll also have experience managing office-based teams at scale, contributing at senior leadership or executive level, and shaping product strategy or go-to-market models within a B2B or service-led environment.

If you thrive on ownership, growth and building teams that perform, we’d love to hear from you.