Sales Director

• Build and lead the AE team that turns strong market momentum into repeatable, scalable revenue, selling into a frontline market that has been underserved for decades. • Shape how Sona generates demand, runs deals, and coaches reps to win, taking strong foundations and turning them into a scalable sales engine. • Report to the VP of Sales and work hand in hand with marketing, product, and the customer team to keep the whole motion tight.

• Have built or significantly scaled an AE team before, not just run one that was already established. • Have worked in an environment with high targets and high performance expectations. • Have built pipeline generation engines that worked, and be able to talk honestly about the ones that did not. • Be a genuine coach whose reps left better than they arrived. • Bring real operational rigour, structuring your weeks and months to execute rather than react. • Have worked in a high-growth startup or scale-up and know what it means to build without a safety net. • Be genuinely curious about customers and the frontline market, with that curiosity showing in how you sell.

• Have experience selling into frontline sectors such as social care, hospitality, or retail. • Bring a background in workforce management, HR tech, or adjacent enterprise SaaS. • Have experience bringing AI-first thinking to sales teams, using AI tools to improve prospecting, deal intelligence, and rep productivity.

• Lead, coach, and develop the AE team, setting the standard for how the team sells and wins. • Own pipeline generation as a core discipline and build the outbound engine that feeds sustainable growth. • Bring sales rigour to how the team qualifies, runs, and closes complex, multi-stakeholder, multi-threaded deals. • Get into the detail of live deals including the champion, the business value, the competition, and where the next push needs to come from. • Set the operational rhythm of the team covering pipeline reviews, forecasting, hiring, and coaching cadences. • Own how the team is built, hiring high-quality reps and raising the bar as the company scales. • Partner with marketing on demand generation and with product and customer teams to keep the sales motion sharp. • Bring AI-first thinking to how the team sells, using AI tools to improve prospecting, deal intelligence, and rep productivity.

Sona is one of the most exciting B2B SaaS companies in the UK right now. The company has raised over $100 million from world-class investors and has grown revenue by 400% in 2023 alone. Two of the three founders, Oli Johnson and Ben Dixon, previously spent six years building Catapult, a gig platform for hospitality and retail, while Steffen Wulff Petersen came from Rocket Internet, where he helped launch Lazada, HelloFresh and Payleven. That domain expertise is a genuine differentiator: Sona is not a generic scheduling tool bolted onto HR. It is built from the ground up for complex, multi-site enterprises with hundreds or thousands of frontline staff. What stands out on Glassdoor (4.6/5 from 26 reviews, 88% recommend, 94% positive business outlook) is how consistently employees praise the team culture, the benefits and the pace of growth. The compensation sub-score is a remarkable 4.9/5. Sona offers genuinely strong benefits for a startup: Bupa health insurance, 25 days holiday plus 10 flexible public holidays (with an extra day per year of service), enhanced parental leave (26 weeks full pay for primary parents, 8 weeks for secondary), share options, pension matching up to 5%, twice-yearly team retreats and a quarterly £200 learning budget. The main things to be aware of: this is a fast-paced startup where priorities shift quickly; some reviews mention long hours and pressure around headcount management; and the team is still relatively small, at around 150 people. But with a fresh $45 million Series B led by N47, US expansion underway, and the recent launch of Forge, an enterprise AI application builder that lets customers create custom software on top of Sona's platform, the company is at a genuinely exciting inflexion point.

• Earn a base salary of £120k–£150k with double OTE of £240k–£300k on-target earnings. • Work hybrid with at least 3 days a week in the London office, with regular travel to customers and prospects across the UK. • Receive share options. • Receive 35 days annual leave including 25 days standard plus 10 flexible public holiday days. • Receive an extra day of leave for every year of service. • Receive pension contributions matched up to 5%. • Receive comprehensive health insurance. • Receive enhanced parental leave and pay. • Access a workplace nursery scheme. • Attend annual all-expenses-paid team retreats. • Receive the latest MacBook and equipment budget for your home office. • Receive a professional development budget and unlimited free books.

Sona is the next generation of AI-native, frontline workforce management. The company has built an end-to-end platform covering Scheduling, HR, Payroll, and Communications that gives the largest frontline organisations everything they need to staff more intelligently and empower their teams. In under 5 years, Sona has made a deep impact on over 100k frontline workers, grown the team to 150+, and secured over $100M in funding from notable VCs including N47, Felicis, Northzone, and Gradient Ventures.