Vice President of Sales, Europe

Job Summary

The VP of Sales, Europe is responsible for leading the European business and driving sustainable revenue growth through dealer network development, key account expansion, and commercial excellence. The role focuses on building and scaling the European sales organization for a robotics hardware business, including channel strategy, enterprise account management, commercial systems, and team leadership. In addition, the position plays a key role in shaping the company’s long‑term commercial strategy and preparing for future executive leadership responsibilities.

Key Responsibilities

European P&L

• Full revenue ownership across all European markets
• Deliver through dealer sell‑through and strategic key account wins — no direct end‑user sales model
• Forecast accurately, manage pipeline discipline, and report weekly to CEO and Board with clarity and credibility
• Hold the business to hardware‑specific commercial realities: lead times, PO‑driven revenue cycles, inventory management, and demo fleet deployment

Dealer network build‑out

• Recruit, onboard, and develop performing dealers across European markets within 24 months
• Enforce the ESP/CSP/AP tier architecture with real consequences: PO commitments, rebate unlock KPIs, demo fleet requirements, and training compliance
• Personally negotiate and close the first cohort of anchor dealer agreements in each new market; hand off to channel directors once the model is proven
• Build dealer health scorecards and a quarterly business review cadence that give HQ full visibility without requiring constant intervention

Key account strategy

• Engage at procurement and operations director level within FM organisations; leverage existing Rolodex and build new relationships where needed
• Personally close enterprise agreements; build repeatable playbooks for the KA Directors who will follow
• Structure all enterprise fulfilment through the dealer network — maintain channel integrity throughout

Team hiring and leadership

• Build and lead a lean, high‑output team of P&KA Directors, a Channel Development Manager, a Commercial Fixer, and Key Account Directors
• Leverage Singapore‑based support functions (operations, marketing, technical pre‑sales) to extend the team’s effective capacity
• Hire people who have done it before, not people who think they could; set high standards from day one and hold them
• Develop the team’s commercial capability — demo skills, competitive positioning, pipeline management, dealer accountability

Sales systems and operating rhythm

• Build CRM deal registration, pipeline review cadence, demo and trial tracking, and dealer health scorecards from scratch — and drive adoption across the team and dealer network
• Create the operating playbooks that make the commercial model scalable: onboarding guides, competitive battle cards, demo scripts, QBR templates
• Establish a weekly commercial drumbeat: pipeline reviews, dealer health updates, key account status — with full HQ visibility

Commercial Leadership Development

• Develop a global commercial perspective beyond Europe: understand Asia‑Pacific and Americas channel dynamics, global key account structures, and cross‑regional pricing strategy
• Present a credible global commercial strategy to the Board within 12 months — not a Europe update, but a view of how the commercial engine should scale globally
• Act as a commercial sounding board for the CEO on global go‑to‑market decisions

Qualifications

• 15+ years of B2B capital equipment, robotics, or industrial technology sales experience in Europe, including multi‑country P&L responsibility.
• Proven experience building (not inheriting) dealer or channel networks across at least 3 European countries, ideally in cleaning, facilities management, or building services.
• Strong track record of winning enterprise key accounts (e.g., ISS, Sodexo, Compass‑level organisations) with an established FM industry network.
• Hardware sales expertise, including understanding of lead times, inventory, PO‑driven revenue models, and demo fleet management.
• Experience in 100‑500 employee scale companies (Series B–D environments), comfortable with fast‑paced, resource‑constrained organisations and equity‑heavy compensation structures.
• Prior exposure to Asian‑headquartered or Asian‑led operating environments (minimum 1 year).
• Proven systems builder with experience designing CRM processes, pipeline cadences, and partner scorecards from scratch.
• Fluent English required; German, French, or Nordic languages are a strong advantage.
• Willingness to travel 40‑50% across European markets.