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 4 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 120+, and secured over $50M in funding from notable VC’s, including Felicis, Northzone, Gradient Ventures (Google), SpeedInvest, Antler, and Notion Capital, plus notable angels like Tom Blomfield (Monzo).
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. More on working at Sona here.
About the Role
As our new Regional Sales Director, you’ll lead half of our UK sales team and play a pivotal role in scaling how Sona sells across our core frontline industries: Social Care and Hospitality.
You’ll define what great sales execution looks like in a fast-growing, AI-native SaaS company with a market-leading, must-have product. You’ll own performance and coaching for a talented pod of AEs and help sharpen the processes and Playbook that help us consistently win new business.
Responsibilities
Coach and lead a pod of mid-market AEs (£50k-250k ACV) to sustained high performance, enabling ramp‑stage reps to reach full attainment and driving increasing average deal size among seasoned reps
Contribute to a repeatable Sales Playbook tailored to buyers in our core markets that can be adopted in other verticals
Run weekly reviews and deal-level support sessions, ensuring rigorous forecasting and sales discipline via MEDDPICC methodology
Partner with RevOps and Sales leadership to assess expansion opportunities, build go‑to‑market plans and execute new team launches
Own team recruitment, onboarding, culture building and performance management to maintain a high-performing sales organisation
Drive a customer-first, data‑driven culture, identifying funnel drop‑off points and optimising conversions at every stage
Requirements
Experience in frontline SaaS sales leadership with with clear evidence of building consistent quota coverage across a team
A background as a quota‑bearing AE
MEDDPICC fluency is a must; you can coach others in its application
Comfortable working in quarterly‑quota selling cycles and net‑new logo environments
Process and data-driven, detail-oriented - able to diagnose issues from funnel data and drive improvement
You thrive in startups with fast-paced, ambiguous environments that require resilience and resourcefulness
Bonus: background in Force Management / Command of the Message frameworks; experience recruiting high-quality SDRs/BDRs
Benefits
Salary: £115-130k + double OTE (uncapped)
Hybrid working with 3 days/week in our London office (Soho)
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
Enhanced parental leave & pay
Co-working space stipend for those based outside London
Bi-annual all expenses paid team retreats
The latest Macbook and equipment budget for your home office
Professional development budget
Unlimited free books
Top Skills
What We Do
The employee empowerment revolution has arrived. Sona is the modern app for the new era of frontline work, combining powerful productivity tools with a sleek, simple and intuitive user experience.
Empower your people to see their schedule at a glance, book holiday from anywhere, pick up extra shifts, communicate with colleagues, find information and give feedback instantly.
Empower your managers to slash admin time by 5 hours per week, drastically reduce agency and payroll spending, and elevate your employee experience.
Sona is transforming the way trailblazing organisations across health and social care, retail, logistics, charities and non-profits manage their teams and budgets and engage and retain their staff.
