Sales Director

3 billion people across the world work in frontline jobs. Yet, despite rising costs and staff shortages, frontline organisations are still left to choose between paper, Excel, and WhatsApp, or decade-old workforce management solutions to take care of the most important part of their businesses - their people. Enter Sona: the next generation of AI-native, frontline workforce management. We’ve 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, we've already made a deep impact on the lives of over 100k frontline workers and the operation of their organisations, grown the team to 150+, and secured over $100M in funding from notable VC's, including our Series B led by N47 alongside Felicis, Northzone, and Gradient Ventures (Google). It’s a hugely exciting time to be joining the team as we’re still small enough that you’ll have a significant impact on the company’s growth trajectory and culture, yet large enough to have a great structure, experienced leaders and world-class benefits in place. About the Role At Sona, we're selling into a market that has been underserved for decades, and the momentum is real. As our Sales Director, you'll build and lead the AE team that turns that momentum into repeatable, scalable revenue. If you want to inherit a finished playbook, this isn't the role. This is a build. You'll take strong foundations, a product customers genuinely need and a growing pipeline, and shape how we generate demand, run deals, and coach reps to win. You'll report to Nathan, our VP of Sales, and work hand in hand with marketing, product, and the customer team to keep the whole motion tight. Responsibilities - Lead, coach, and develop the AE team, setting the standard for how we sell and how we win - 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 - the champion, the business value, the competition, and where the next push needs to come from - Set the operational rhythm of the team: pipeline reviews, forecasting, hiring, and coaching cadences - Own how the team is built, hiring high-quality reps and raising the bar as we scale - 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 Requirements - You've built or significantly scaled an AE team before, not just run one that was already established - You've worked in a environment with high targets and high performance expectations - You've built pipeline generation engines that worked, and you can talk honestly about the ones that didn't - You're a genuine coach: the reps who worked for you left better than they arrived - You bring real operational rigour, structuring your weeks and months to execute rather than react - You've worked in a high-growth start-up or scale-up and know what it means to build without a safety net - You're genuinely curious about customers and the frontline market, and that curiosity shows in how you sell - Bonus: experience selling into frontline sectors (social care, hospitality, retail), or a background in workforce management, HR tech, or adjacent enterprise SaaS Benefits - Salary: £120,000 - £150,000 base, double OTE (£240,000 - £300,000 on-target earnings) - Hybrid: Based in our London office (min 3 days a week), with regular travel to customers and prospects across the UK - Share options - 35 days annual leave (25 days standard plus 10 flexible public holiday days) - Extra day of leave for every year of service - Pension contributions matched up to 5% - Comprehensive health insurance - Enhanc