Commercial Director Role
The Commercial Director will be responsible for increasing revenue into the business by leading and developing the inbound sales team, Business Development Managers and marketing function. The role owns the commercial strategy, ensuring that sales and marketing activity is aligned, measurable and focused on profitable growth.
The post-holder will provide clear leadership across all revenue-generating channels, ensuring strong pipeline management, effective lead generation, accurate reporting and continuous improvement in conversion performance.
Reports to - Managing Director
Direct reports - Inbound Sales Team, BDMs & Marketing Team
Key Areas of Responsibility
Revenue Growth and Commercial Performance
- Develop and deliver the commercial plan to increase revenue across all sales and marketing channels.
- Set clear revenue targets for inbound sales, BDM activity and marketing-generated leads.
- Identify opportunities to improve revenue streams, conversion rates, customer acquisition and margin performance.
- Ensure commercial activity supports the overall business strategy and financial objectives.
Sales Leadership
- Lead, manage and develop the inbound sales team and Business Development Managers.
- Implement clear sales processes, activity standards and performance expectations.
- Review commercial performance regularly, taking action where targets are not being met.
Marketing Strategy and Lead Generation
- Own the marketing strategy and ensure it is aligned to revenue growth objectives.
- Oversee campaign planning, brand positioning, digital activity, content, events and lead generation initiatives.
- Ensure marketing activity is tracked against agreed measures, including cost per lead, conversion rate and return on investment.
- Use customer, market and competitor insight to shape campaigns and identify new commercial opportunities.
Reporting, Forecasting and Insight
- Track and report on all revenue and lead streams, including inbound sales, BDM activity, marketing campaigns and referral channels.
- Maintain clear reporting on costs, leads, lead source, conversion performance, pipeline value and revenue outcomes.
- Provide regular commercial reports to the Managing Director and senior leadership team.
- Develop accurate revenue forecasts based on pipeline, conversion trends and campaign performance.
- Use performance data to recommend improvements to sales activity, marketing spend and lead management processes.
Commercial Governance and Cost Control
- Manage sales and marketing budgets, ensuring spend is controlled and linked to measurable outcomes.
- Monitor cost of acquisition and ensure commercial activity delivers value for money.
- Review pricing, propositions and offers to support competitiveness, profitability and sustainable growth.
- Maintain strong governance around lead handling, data quality and commercial decision-making.
Key Performance Indicators
- Total revenue growth against target.
- Inbound sales conversion rate.
- BDM pipeline value, activity levels and closed revenue.
- Marketing-generated lead volume and quality.
- Cost per lead and cost per acquisition.
- Lead-to-sale conversion rate by source.
- Forecast accuracy and pipeline visibility.
- Team performance against agreed targets.
Skills and Experience Required
- Proven experience in a senior commercial, sales or revenue leadership role.
- Strong understanding of inbound sales, business development and marketing-led lead generation.
- Experience managing sales and marketing teams with clear accountability for performance.
- Strong commercial acumen, with the ability to interpret revenue, cost and conversion data.
- Experience developing marketing strategy and translating it into measurable commercial activity.
- Excellent communication, leadership and stakeholder management skills.
- Confident using CRM, reporting and analytics tools to manage performance and make decisions.
- Ability to set direction, create accountability and drive continuous improvement.
They will work closely with the Managing Director and wider leadership team to ensure commercial activity is aligned to business priorities, accurately reported and continuously improved.
Benefits you will receive:
- Salary of up to £120K (depending on experience)
- Monday – Friday schedule (36.5 hours per week)
- Early finish Fridays
- Dress Down Fridays
- 30 days holiday (including Bank Holidays)
- Free Mersey Gateway bridge pass
- Free monthly lunch
- Vibrant office with complimentary Tea & Coffee Facilities
- Free Parking
- Employer contributed pension (applicable after qualifying period)
