Role Summary
The Sales Manager is responsible for leading the day-to-day performance, development and execution of Aura’s sales function. The role ensures the sales team delivers against agreed revenue, margin, customer growth and activity targets through strong leadership, effective coaching, pipeline discipline and high-quality customer engagement.
This is a senior sales leadership role with clear responsibility for managing the sales team, improving sales performance and ensuring sales activity is aligned to Aura’s wider commercial strategy. The Sales Manager will contribute to commercial planning, market insight, customer strategy and campaign development, while working closely with marketing, training, operations and finance to ensure sales activity supports profitable and sustainable business growth.
The role is designed to provide strong sales leadership and have strategic input into commercial decisions but will remain primarily accountable for sales team performance, customer growth and sales execution.
Key Responsibilities
Sales Planning and Commercial Contribution
- Contribute to the annual sales plan, including targets, priorities, customer segments and growth opportunities.
- Provide sales insight, customer feedback and market intelligence to support wider commercial decision-making.
- Contribute to discussions around pricing, margin, discounting, campaigns and customer proposition.
- Translate agreed commercial priorities into clear sales team actions, activity plans and customer conversations.
Sales Leadership and Team Performance
· Take ownership of day-to-day sales performance, pipeline quality and sales activity across agreed customer segments.
· Monitor sales results, forecast accuracy, conversion rates and customer trends, taking action where performance is off track.
· Ensure CRM/EIM is used consistently to manage opportunities, customer activity, follow-up and reporting.
· Drive improvement in key sales measures including revenue, gross margin, PPO, AOV, customer retention and Decon Review conversion.
Team Leadership & Performance Management
· Lead, manage and develop the sales team to deliver agreed revenue, margin, customer growth and activity targets.
· Set clear expectations, provide regular coaching, and hold team members accountable for performance and behaviours.
· Build a positive, values-led sales culture focused on customer education, consultative selling and continuous improvement.
· Support individual development, performance reviews and succession planning within the sales team.
Market Engagement & Key Relationship Management·
- Support the development and retention of key customer relationships across independent practices, groups, corporates and trade customers.
- Act as a senior support point for complex customer conversations, larger opportunities and commercially sensitive issues.
- Ensure customer engagement is professional, consultative, and aligned with Aura’s position as a trusted infection control partner.
- Identify opportunities for cross-selling, reactivation, Compliance Club growth, Decon Reviews and customer education.
Cross-Functional Working
· Work closely with marketing to support campaign planning, lead follow-up, customer messaging and conversion.
· Work with the training function to identify customer education needs and support promotion of relevant training opportunities.
· Collaborate with operations, finance and customer service to ensure customer promises are realistic, profitable and deliverable.
· Share sales insight across the business to improve customer experience, product positioning and service delivery.
Reporting, Controls and Continuous Improvement
· Provide regular sales performance updates to the MD, SLT
· Report on sales KPIs, pipeline health, customer trends, team performance, risks and opportunities.
· Improve consistency in sales processes, customer follow-up, Decon Review delivery, CRM use and account management.
· Identify and implement improvements that strengthen sales effectiveness, customer retention and profitable growth.
Key Performance Indicators (KPIs)
- Monthly and annual revenue targets
- Gross margin performance
- Team quota attainment and individual performance metrics
- Customer acquisition and retention rates
- Decontamination review conversion rates
- Customer lifetime value (CLV) and average order value (AOV)
- CRM compliance and forecast accuracy
Skills and Experience
Essential:
Proven experience as a sales leader in a B2B or regulated environment
Strong commercial acumen with experience in pricing, forecasting, and target setting
Track record of developing and managing successful sales teams
Excellent communication and stakeholder engagement skills
Strategic mindset with ability to execute at operational level
Desirable:
- Knowledge of the dental, healthcare, or infection control sector
- Familiarity with CRM systems (e.g. Zoho, Salesforce) and analytics tools
- Experience with NHS procurement, tenders, or key account strategy
Values & SLT Leadership Behaviours
The Sales Manager is expected to embody Aura’s values and the behaviours of a senior leader:
Know: Demonstrate in-depth understanding of our market, products, and team needs.
Learn: Champion a growth mindset and continuous improvement for yourself and the team.
Teach: Coach and develop team members through knowledge sharing and support.
Together: Lead collaboratively and build a team culture grounded in respect and shared success.
Clarity: Provides direction and communicates strategy in an accessible and focused way.
Trust: Builds a culture of accountability, transparency, and dependability.
Stability: Demonstrates composure and consistency in decision-making and leadership.
Hope: Leads with optimism and creates an environment where ambition and belief thrive.
Compassion: Balances commercial decisions with empathy for team members and customers.
Why Join Aura?
- Certified as a Great Place to Work employer, reflecting our commitment to a positive and supportive workplace culture.
- We believe in rewarding our team with memorable experiences and regular company events, including overseas trips, themed social nights, spa days, golfing events, and family fun days for employees and their families.
- An award-winning business with industry recognition, including winner at the Dentistry Awards 2024, finalist at the Dentistry Awards 2025, and winner of the North East Business Awards 2016.
- Proud members of leading industry organisations including British Dental Industry Association (BDIA), CSC, and NECOC (North East Chamber of Commerce).
- Recognised market leaders in dental infection control, trusted by professionals across the industry.
- Accredited to the internationally recognised ISO 9001:2015 quality management standard, demonstrating our commitment to excellence and continuous improvement.
Pay: £35,000.00-£40,000.00 per year
Benefits:
- Company events
- Cycle to work scheme
- Discounted or free food
- Employee discount
- Free parking
- Health & wellbeing programme
- On-site parking
Work Location: Hybrid remote in Darlington DL3
