Director, Business Development & Analytics (SaaS)

The Director, Business Development & Analytics (SaaS) is responsible for driving significant growth and expanding the market presence of our SaaS solutions; X-Screen, DXCT and corteX. This role is dedicated to developing and executing innovative business development strategies that leverage regulatory expertise (encompassing UK 6x6, EU regulation, and ICAO standards) to secure new clients, increase SaaS market share in the AVSEC industry, forge strategic partnerships with government officials, and stay ahead of competitors in a rapidly evolving marketplace. A key focus of this role is to ensure our screener AVSEC SaaS products consistently deliver high performance while meeting stringent aviation security regulations, such as those outlined in ICAO Annex 17, providing customers with compliant training and assessment solutions. The role holder brings extensive experience in screener training and assessment, a deep understanding of industry regulations, and a proven record of scaling SaaS solutions in a competitive market.

Responsibilities

• Business Development & Growth: Develop and implement a high-impact, growth-focused, business development strategy aimed at expanding SaaS revenue and increasing market share for SaaS products (X‑Screen and DXCT). Build a robust sales strategy and pipeline that enters new markets and geographies. Identify, evaluate, and secure new business opportunities to drive rapid expansion. Launch initiatives designed to upsell and cross-sell our SaaS solutions, capitalising on emerging market opportunities. Deliver monthly and quarterly revenue targets for all SaaS training products. Participate in, and lead, weekly SaaS program meetings to ensure deliverables are met to ensure sustained growth. Lead targeted initiatives that enhance customer acquisition and retention, leveraging market segmentation and competitive analysis to refine go-to-market strategies.
• Sales & Tender Management: Oversee the SaaS sales cycle, from lead generation to deal closure, ensuring consistent achievement (and surpassing) of sales targets. Lead high-value deal negotiations and close complex sales cycles, ensuring long-term, profitable customer relationships. Successfully deliver key performance indicators (KPIs) such as lead conversion, pipeline velocity, revenue per customer, and market penetration. Lead the preparation, submission, and management of competitive bids and tenders for government and regulator contracts, ensuring compliance with all regulatory requirements. Collaborate with internal and external stakeholders to develop compelling proposals that address both business needs and regulatory mandates, maximising our success in securing public sector contracts. Identify and secure relevant government grants, subsidies, and funding opportunities that align with our strategic objectives and bolster revenue growth.
• Regulatory & Industry Expertise: Maintain a deep understanding of AVSEC training industry and standards, including UK 6x6, EU regulations, and ICAO guidelines; with a specific focus on how our SaaS products can support customers and/or regulators meet these standards. Establish and nurture relationships with regulatory bodies, and strategic partners across the AVSEC, EU, and ICAO-regulated markets (e.g., CAA, DfT, ICAO etc.). Translate regulatory mandates into actionable training sales that enhance security screening protocols, aligning with international best practices. Serve as the industry expert and spokesperson for the organisation, representing the company at industry events and conferences. Monitor evolving regulatory frameworks and integrate updates into product enhancements to maintain compliance and competitive advantage.
• Analytics & Data: Develop analytical reports on industry performance to support targeted sales and business development opportunities. Develop and implement training analytics frameworks and dashboards that measure key performance indicators (KPIs) for product adoption, customer engagement, student performance, contract expiry, and revenue forecasting/pipeline/performance. Use data-driven insights to inform product enhancements, sales strategies, and marketing campaigns. Use market segmentation and competitive analysis to tailor strategies that accelerate revenue growth and market penetration for SaaS. Regularly report on performance metrics to the executive team, making actionable recommendations for scaling operations and future sales pipeline.
• Marketing & Communications: Collaborate closely with the marketing team to design and implement integrated marketing strategies that support business development and drive growth. Support with the creation and dissemination of compelling marketing content—including digital campaigns, case studies, webinars, and thought leadership pieces—that highlights our regulatory compliance and industry expertise. Drive brand positioning and market awareness initiatives to generate qualified leads and enhance the company’s reputation in the AVSEC training space. Utilise marketing analytics and automation tools to measure campaign effectiveness, optimise customer engagement, and support the sales pipeline with targeted messaging and lead nurturing efforts. Represent the company at industry events and conferences, acting as a brand ambassador and contributing to the development of a robust marketing presence in key markets.

Qualifications

• Bachelor’s degree in Business, Marketing, Analytics, or a related field is required; an MBA or equivalent advanced degree is preferred. Additional certifications in sales excellence, business development, or AVSEC industry-specific compliance are considered advantageous.
• Experience: Minimum of 10 years of experience in SaaS sales and/or business development. Minimum of 5 years’ demonstrated experience in aviation security (AVSEC) training, with a solid understanding of training industry standards, regulation, image analysis, and practices. Proven experience in driving significant revenue growth and expanding market share for SaaS products, particularly in regulated industries. Deep understanding of the AVSEC training industry, with a focus on screener training and assessment. Familiarity with regulatory frameworks, including ICAO Annex 17, UK 6x6, and EU standards, with experience integrating these requirements into business strategies. Proven ability to develop winning proposals and navigate compliance requirements in the public sector. Expertise in leveraging data analytics to inform strategic decision-making, optimise sales performance, and forecast revenue growth. Proven experience working directly with international aviation regulators, such as ICAO, CAA, EASA, or national civil aviation authorities, and an in-depth understanding of their compliance frameworks.

Additional: The role holder must: Be able to successfully obtain a Background Check (CRC) and Counter Terrorism Check (CTC). Have their identity verified and be able to prove they have the right to live and work in the UK. Be able to obtain UK SC level security clearance, which includes a full 5-year UK background check.