Sales Director – Build and Lead AE Team

About the role

Sona is an AI‑native workforce management platform serving frontline organisations such as restaurants, hospitals and retail. As Sales Director you will build and lead the Account‑Executive team that turns strong product demand into repeatable, scalable revenue across the UK and US.

Key responsibilities

• Lead, coach and develop the AE team, setting the standard for how we sell and win.
• Own pipeline generation and build an outbound engine that fuels sustainable growth.
• Introduce sales rigour to qualify, run and close complex, multi‑stakeholder deals.
• Get into the detail of live deals – champion, business value, competition and next steps.
• Set the operational rhythm: pipeline reviews, forecasting, hiring and coaching cadences.
• Hire high‑quality reps and raise the bar as the team scales.
• Partner with marketing on demand generation and with product and customer teams to keep the sales motion sharp.
• Leverage AI tools to improve prospecting, deal intelligence and rep productivity.

Required profile

• Proven experience building or significantly scaling an AE team.
• Track record of thriving in high‑target, high‑performance environments.
• Demonstrated ability to create effective pipeline generation engines.
• Genuine coaching mindset – reps improve under your leadership.
• Strong operational rigour with structured weekly and monthly execution.
• Background in high‑growth start‑ups or scale‑ups, comfortable building without a safety net.
• Curiosity about frontline markets and customers, reflected in your sales approach.

What we offer

• Salary £120,000‑£150,000 base plus double OTE (£240,000‑£300,000).
• Hybrid work – based in London office minimum three days a week.
• Share options and a comprehensive benefits package.
• 35 days annual leave plus flexible public holidays.
• Pension contributions matched up to 5%.
• Comprehensive health insurance and enhanced parental leave.
• Workplace nursery scheme and all‑expenses‑paid team retreats.
• Latest MacBook, home‑office equipment budget and professional development funds.