Director - Sales & Business Development - UK & Ireland - Pharma & Food Applications

The Sales Director for UK & Ireland (Pharma & Food Applications) is a senior leadership position with responsibility for shaping and delivering the commercial strategy of the PFA business. This is not solely a sales execution role; it is a strategic appointment that will contribute to the long term growth, stability, and profitability of the UK & Ireland entity.

Working closely with the Managing Director and the wider leadership team, the Sales Director will develop and execute a sustainable market strategy, lead high value and complex sales engagements, and build a high performing sales organisation. Success in this role requires resilience, diplomacy, and the ability to navigate a complex, matrixed organisation while maintaining strong governance and disciplined sales processes.

Strategic Leadership & Planning

• Develop and execute comprehensive sales strategies aligned with company objectives and market opportunities across the UK & Ireland

• Partner with the senior leadership team to set annual revenue targets, sales forecasts, and growth initiatives

• Analyse market trends, competitive dynamics, and customer need to identify new business opportunities

• Lead go to market strategies for new products, services, and market segments

• Contribute to the broader strategic direction of the business beyond sales activity

Complex Sales & Commercial Excellence

• Lead and oversee complex, high value capital equipment and solution based sales processes

• Clearly articulate the customer value proposition and align it with GEA’s value creation objectives

• Define and manage clear terms of engagement, including rigorous assessment of deal viability, risk, and mutual benefit

• Balance commercial ambition with appropriate governance to protect the business while enabling winning outcomes

• Champion disciplined sales processes supported by strong project management and service collaboration

Team Leadership & Talent Development

• Build, lead, and inspire a high performing sales organisation

• Recruit, develop, and retain senior sales talent and future leaders

• Coach and mentor sales managers and individual contributors to elevate performance

• Establish performance management frameworks, development plans, and succession strategies

• Design and implement sales structures, territories, quotas, and compensation plans that drive growth

Sales Operations, Performance & Governance

• Establish and continuously improve sales processes, methodologies, and best practices

• Lead effective use of CRM systems, sales tools, and performance dashboards

• Own sales forecasting, pipeline management, and budgeting processes

• Manage and grow an annual sales budget in excess of £25m

• Define and monitor performance metrics, using insight and data to drive continuous improvement

• Lead deal governance processes including reviews, approvals, and risk assessment

Leadership & Ways of Working

• Operate effectively in a complex, matrixed, and demanding business environment

• Demonstrate resilience and composure under pressure, viewing internal challenges as opportunities for alignment and improvement

• Communicate with clarity and influence across functions to gain buy in for strategy and execution

• Use diplomacy and professional judgement to challenge constructively when required

• Strong belief that disciplined process, deep customer understanding, and cross functional collaboration are critical to sustainable success

• Degree or equivalent further education in an engineering and/or business discipline

• Formal sales training delivered by a reputable provider

• 5–10 years of progressive sales experience, including at least 5 years in senior sales leadership roles

• Proven track record of leading sales teams of 10+ people and delivering annual revenues exceeding £20m

• Strong background in B2B solution selling and complex sales environments

• Demonstrated ability to build and scale a sales organisation to deliver growth

• Excellent communication, presentation, and negotiation skills

• Desirable

• Experience in a global, fast moving capital equipment manufacturing environment

• Food industry experience preferred