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
Enhanced parental leave & pay
Workplace nursery scheme
Annual all expenses paid team retreats
The latest Macbook and equipment budget for your home office
Professional development budget
Unlimited free books
Note: this represents a typical benefits package for a UK-based, full-time employee. Exact details may vary based on location and employment type but we try to be as fair as possible to all of our team members. Please ask your contact in the Talent team to clarify the available benefits for you.
Skills Required
- Built or significantly scaled an AE (account executive) team
- Experience working in a high-target, high-performance sales environment
- Proven track record building pipeline generation engines
- Strong coaching ability; reps improved under your leadership
- Demonstrated operational rigour (structured planning, forecasting, cadence)
- Experience in high-growth startups or scale-ups
- Genuine curiosity about customers and the frontline market
- Experience selling into frontline sectors (social care, hospitality, retail) or background in workforce management, HR tech, or adjacent enterprise SaaS
- Hybrid: based in London office minimum 3 days per week (regular travel across UK)
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.
